Jay R. Brooks on Beer
Sunday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1957, features a background that is designed to look like just another page in the newspaper, but with a case of Schaefer beer, and a pair of hands trying to open the case and get to the cans of beer. I guess the idea was that you’d turn the page and it would look so real you’d try to grab a beer off the page.
Saturday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1939, features an older, smiling “Coach-type” of bartender filling a glass of beer from a tap. It’s a shame that bartenders no longer routinely wear bow-ties. I guess John Holl missed his calling.
Friday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1942, features an illustration of their first brewery in 1842 to celebrate their 100th anniversary.
Thursday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1946, features a Sousaphone player wearing a band uniform and drinking a beer. “You Can’t Beat It!” he seems to be saying, but I’m not sure if he’s talking about playing in a band or drinking a beer while playing in a band. This takes me back to my high school days when over the summers, I played in a semi-pro marching band where we were paid to march in fireman’s parades, and afterwards there was usually kegs of beer for us.
Wednesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1950, features Schaefer’s then-new beer Pale Dry, “So light … so dry glass after glass after glass.” Behind the glass of beer are several roadmaps (so kids, before there was Google Maps or GPS people used roadmaps to drive from one place to another) for vacation destinations like New Jersey, New York State, or New England. I guess the idea is that Pale Dry is so pale you can read a map through it?
Tuesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1941, features a simple line of Schaefer Light Beer bottles with the tagline, “Line’s Busy!”
Monday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1971, features a close-up illustration of a man pitching a softball. Since the playoffs for MLB are around the corner, this might get you in the mood.
Sunday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1947, features a very enthusiastic Thanksgiving dinner. I say that because I’ve never even heard of a Thanksgiving dinner where people dress up as pilgrims with little pilgrim hats. She’s also carrying a tray of beer that also has on it a turkey centerpiece with toothpicks holding cut-up hot dog pieces. Yum. Of course, maybe they’re turkey dogs?
Saturday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1937, features a group of men — all men, oddly — in a bar, having a meal and some beer. Although maybe it’s a “gentlemen’s club” since the tagline is “In tavern or club … IT’S BEER AT ITS BEST.”
Friday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1941, features an unseen hand holding a glass of beer that’s gradually tipped back and emptied, with the tagline “Going! Going!! Grand!!!”
