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Jay R. Brooks on Beer

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Beer In Ads #2771: In Tavern Or Club … It’s Beer At Its Best

September 22, 2018 By Jay Brooks


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.”

Schaefer-1937-waiter

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2770: Going! Going!! Grand!!!

September 21, 2018 By Jay Brooks


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!!!”

Schaefer-1941-going

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2769: Finest Beer Annabella Ever Tasted

September 20, 2018 By Jay Brooks


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 1947, features “international star of screen and radio” Annabella, who “was a French cinema actress who appeared in 46 films between 1927 and 1952, including some Hollywood films during the late 1930s and 1940s.”

Schaefer-1947-annabella

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2768: Get P.D.Q.

September 19, 2018 By Jay Brooks


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 the tagline “Get Pale Dry .. Quick!” Asking customers to order your beer quick seems like a weird approach to take.

Schaefer-1950-PDQ

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2767: Paulette Goddard’s Antique Shop

September 18, 2018 By Jay Brooks


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 1948, features American actress Paulette Goddard holding a glass of beer, and there’s another photo of her in the background holding an armload of antiques. That’s because, according to the ad, she’s opened an antique shop in Pomona, New York. I’m not sure what that had to do with anything, but maybe that’s how Schaefer got her to appear in the ad.

Schaefer-1948-paulette-goddard

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2766: Schaefer Rings The Bell

September 17, 2018 By Jay Brooks


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 the 1950s, features a woman holding a bottle and glass of beer on a billboard, with a rining bell. I’m not entirely sure what the significance of the bell is, but okay, why not?

Schaefer-1950s-rings-the-bell

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2765: Schaefer Now In Cans

September 16, 2018 By Jay Brooks


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 1936, features the first cans of Schafer beer with a full glass of beer next to it. The ad is dated mid-September of 1936, which is most likely when they first starting putting the beer in cans.

Schaefer-1936-cans

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads #2764: World Champion Brooklyn Dodgers

September 15, 2018 By Jay Brooks


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 1955, features the team photo from the Brooklyn Dodgers, who that year won their first world series, and the only one while still located in Brooklyn. The ad was still using the tagline of that time period, “For real enjoyment — real beer!”

Schaefer-1955-dodgers

During the same time, Schaefer also created this really cool 3-D display piece, taking the team photo and essentially cutting out the figures to give it a three-dimensional effect.

1955-brooklyn-dodgers-schaefer-beer

Filed Under: Beers Tagged With: Advertising, Baseball, History, Schaefer, Sports

Beer In Ads 2763: Your Kind Of Beer — Real Beer!

September 14, 2018 By Jay Brooks


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 1958, features a man who may be dressed for sailing, based on the two ships toward the top of the ad. He’s holding a can of beer, about to take a drink. But what I don’t know is what’s going on in the bottom right-hand corner. I can’t quite tell where they are and what they’re doing, but I think they’re drinking going on.

Schaefer-1958-oarsman

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

Beer In Ads 2762: For Real Enjoyment — Real Beer!

September 13, 2018 By Jay Brooks


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 1957, features a couple at a baseball game. He’s wearing a tie and she has on a string of pearls, which is what we always where to the ballpark, too, so that’s not odd. It must be a date, though, because she’s clutching the box score and looking at him like his passion for the game is endearing. I’m going out on a limb here, but no married woman would feel that way.

Schaefer-1957-box-score

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Schaefer

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