Historic Beer Birthday: Anna Maria Hartig Krug Schlitz

October 9, 2025 By Jay Brooks Leave a Comment

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Today is the birthday of Anna Maria Hartig Krug Schlitz (October 9, 1819-January 20, 1887). She was born in Germany, and married August Krug when she was 21, in 1840, and the couple emigrated to Milwaukee Wisconsin in 1848. The Krugs opened a restaurant and the following year, 1849, added a brewery, which was known then as the August Krug Brewery. When he died young, in 1856, his bookkeeper, Joseph Schlitz took over management on behalf of Anna Maria Krug. In 1858, she married Joseph Schlitz and he renamed the brewery after himself.

This biography is from Find-a-Grave:

Anna Maria Hartig was born in Germany. Her first husband was Georg August Krug and her second husband was Joseph Schlitz.
Anna Maria and August were married in 1840 in Miltenberg, Germany. August came to Milwaukee Wisconsin in 1848 and in 1849 opened a restaurant and saloon on Juneau Avenue. He brewed his own beer in the basement of his Kilbourntown home, enough to supply the saloon and restaurant. Because of no refrigeration, beer was only brewed in colder months. He brewed about 150 barrels during the first year. When business was prospering, Anna Maria joined him from Germany.
In 1850, Georg Krug, August’s father, and eight-year old August Uihlein, August’s nephew, came to visit them. On their passage to Milwaukee, they survived the sinking of the S.S. Helene Schlomann. Krug’s father gave August $800, so he sold his restaurant and began construction of a full-time brew house, called the August Krug Brewery. He built Milwaukee’s first underground vaults for the storage of beer. August Uihlein remained in Milwaukee, lived with them and attended school in Milwaukee.
In 1850, August also hired four employees including Joseph Schlitz, a twenty-year-old bookkeeper, who was born in Mainz, Rheinhessen, Germany in 1831. Joseph Schlitz’s father was a wine and beer broker who taught his son the intricacies of both business and brewing. As a bookkeeper, Joseph helped to expand the business by buying horses, wagons, brewing equipment. By 1853 the brewery produced 300 barrels of beer.
Anna Maria’s first husband, August Krug died on December 30, 1856, seven years after his brewery opened. Joseph Schlitz assumed the role of brewery manager. In 1858, two years after August died, Joseph Schlitz married Anna Maria, who was twelve years his senior. By 1859, the Schlitz Brewing Company produced and sold approximately 2,000 barrels of beer.
In 1875, her husband, Joseph Schlitz, traveled to Germany and was lost at sea in a shipwreck off the coast of England on a steamer, The S.S. Schiller on May 7, 1875. A likeness of the steamer can be seen on the front of the Schlitz monument.
Anna Maria then had her five nephews on August Krug’s side of the family, the Uihlein brothers, run the Brewery. August Uihlein helped lead the company to its fame. When Anna Maria died in 1887 at age 68, complete ownership of the company went to the Uihlein brothers.

And this part of longer article on Immigrant Entrepreneurship entitled “Political Revolution, Emigration, and Establishing a Regional Player in Brewing: August Krug and Joseph Schlitz.” This portion discusses Anna Marie and her part of the story:

At the beginning was the German revolution of 1848. Georg August Krug (born April 15, 1815 in Miltenberg, grand duchy of Hesse-Darmstadt; died: December 30, 1856 in Milwaukee, WI) was born the son of Georg Anton Krug (1785–1860) and Anna Marie Ludwig (1784–1864), who owned the brewery “Zum Weißen Löwen,” the predecessor of today’s Faust brewery, in Miltenberg. This was a small and contested town at the River Main, which belonged until 1803 to the Electorate of Mayence (Mainz), became part of the grand duchy of Baden in 1806, was transferred to the grand duchy of Hesse-Darmstadt in 1810, and finally became part of the Kingdom of Bavaria in 1816. Georg August Krug worked in the family business but also became a member of a group of revolutionists surrounding a local doctor and farmer, Jakob Nöthig, who later emigrated to the U.S. after he was accused of being a ringleader (Rädelsführerei) of a local band of political agitators and other offenses against the Bavarian authorities. Krug and his father were among the petitioners in Miltenberg on March 8, 1848 who demanded liberal reforms. On the following day Miltenberg was shaken by protests and turmoil, and Bavarian armed forces reestablished order. Facing official prosecution, the younger Krug became part of the first wave of politically-motivated emigration. He arrived in the United States in May 1848, where he used only his second name and where he was naturalized on December 15, 1854.
In Milwaukee, at that time a preferred destination for the 48ers, August Krug established, probably with his savings, a saloon and restaurant on 4th and Chestnut Streets. Far from Bavaria, he still managed to receive additional support from his family. First, his fiancée Anna Maria Wiesmann Hartig arrived from Miltenberg (Oct. 9, 1819–Jan. 20, 1887) and they eventually married—likely in 1849. She was the daughter of Michael Wiesmann and Christina Schlohr, both from Miltenberg. Her presence allowed an expansion of his business activities. While Anna Maria Krug managed the restaurant, August Krug started a small brewing business at a nearby building at 420 Chestnut Street in 1849. Second, his father Georg Anton Krug arrived in the United States on October 25, 1850, accompanied by his grandson, 8-year-old August Uihlein. Such visits were not without risk: the visitors travelled on the Helena Sloman, the first German steamship on the transatlantic route. It encountered distress at sea on November 28, 1850 and sunk. Nine people were killed, but the vast majority of the crew and the passengers, in total 175 persons, were rescued by the American ship Devonshire. Georg Anton Krug lost a Bavarian beer pump, which went down with the wreckage, but he rescued $800 in gold (or $23,000 in 2010 dollars). This capital was invested into the brewery of his son and used to hire three additional employees, including a bookkeeper named Joseph Schlitz.
August Krug became a respected citizen. In 1850, his real estate property was valued at $1,600 ($46,100 in 2010 dollars). His household consisted of five people: himself and his wife Anna Maria, two brewery workers (both from Bavaria), and a young 18-year-old women, probably a servant. Krug was apparently a respected voice in his neighborhood, as his name was invoked in a newspaper advertisement for a local fireproof tile maker. He could afford to visit Germany in 1855, where he was able to meet with his relatives again.
By the mid-1850s, Krug already saw himself as a competitor for preeminence with other German immigrant brewers in Milwaukee in particular the Best family and Miltenberg-born Valentin Blatz (1826–1894). However, he was injured in an accident late in 1856, when he tumbled down a hatchway, and passed away several days later. The value of the eleven lots of real estate he owned was estimated at $20,050 ($532,000 in 2010 dollars). There were a total of $15,296.76 in claims and demands against the estate, including $276.50 owed to bookkeeper Joseph Schlitz (in 2010 dollars, equivalent to roughly $406,000 and $7,330, respectively).
Anna Maria Krug became the sole owner of the Krug Brewery after her husband’s death. Two years later, in 1858, she married Joseph Schlitz, who at age 27 was twelve years her junior. While a later biography claimed that August Krug “had left definite instructions for the continuing of the business under the active supervision of his valued friend and employe[e], Mr. Schlitz,” there seems to be no direct evidence of this intention on August Krug’s part. Instead, this seems to have been a pragmatic decision reached by the couple together. Joseph knew the business, and he invested his savings to finance the small but steady expansion of the firm and received a free hand to operate it. The “son-in-law” or “widow/faithful employee” relationship mechanism was and is quite typical for ownership transfer in family businesses, and had already been practiced in Milwaukee’s brewing business: when Johann Braun, the owner of the City Brewery, died in 1851, Braun’s widow Louisa married Valentin Blatz. The widow’s capital and the new husband’s business skills enabled the business to continue operating without disruption. Although women played an important role in small businesses in the middle of the nineteenth century, such social mechanisms guaranteed that active management of mid-sized or larger firms by women was rare. Nevertheless, Anna Maria Schlitz seems to have been independent: for example, in 1863, she visited Germany without her husband escorting her.
Anna Maria Krug’s marriage to Schlitz allowed the brewery to retain a capable manager for the business. By the terms of her first husband’s will, after her death her share in Krug’s estate would pass on to his blood relatives, including his nephew August Uihlein. Anna Maria’s childlessness had been one reason for Uihlein’s migration. Her property rights were to become important for strengthening the Uihlein dominance in the Schlitz Brewing Company. After Schlitz’s death in 1875, she lived a modest and reclusive life at the home they had shared on 11th Street in Milwaukee, attended by only one servant, a young woman from Prussia. Like other Milwaukee elite members, she supported the Milwaukee Töchter Institut, founded by German immigrant social entrepreneur and early feminist Mathilde Franziska Anneke. However, not being active in business did not mean living without means: when Anna Maria Schlitz died in 1887, her estate was valued at $500,000 (or $11.8 million in 2010 dollars). Anna Maria Schlitz was buried at Forest Home Cemetery in Milwaukee.

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Beer In Ads #5096: Pabst October Bock

October 4, 2025 By Jay Brooks Leave a Comment

Last year I decided to concentrate on Bock ads. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Saturday’s ad is for Pabst October Bock Beer, which was published on October 4, 1899. This one was for the Pabst Brewing Co. of Milwaukee, Wisconsin, which was originally founded in 1844. This ad ran in The Burlington Free Press, from Burlington, Wisconsin.

Historic Beer Birthday: John Gund

October 3, 2025 By Jay Brooks Leave a Comment

Today is the birthday of John Gund (October 3, 1830-May 7, 1910). Gund co-founded what would become the The G. Heileman Brewing Company with Gottlieb Heileman. They formed a partnership in November 1858 to operate the City Brewery in La Crosse, but “after nearly fifteen years in business together, Heileman and Gund dissolved their partnership in 1872.” After leaving City Brewing, Gund immediately “established a new brewery on the southern edge of La Crosse that he named the Empire Brewery, and which was incorporated in 1880 as the John Gund Brewing Company.” Gund employed all three of his sons in his new venture, and eventually his son Henry became president of the brewery after his father’s death in 1910.

Here’s a short biography from Find-a-Grave:

Came to America in 1848 and settled in LaCrosse in 1854. He began his own brewery until in 1858 he and Gottlieb Heileman formed the City Brewery. John later left and founded the Empire Brewery in 1872 but — due to the fact there were 14 breweries in LaCrosse at the time — his business failed.

And here’s a lengthy history of the brewery from The Peerless Beer Legacy:

The John Gund Brewery (1854-1920)
The story of the John Gund Brewery is a story of the American Dream. Many immigrants came to the US in search of a new and better life. John Gund accomplished this goal and became one of the forefathers of the modern beer industry.
John Gund was born in Schwetzingen, Germany in 1830. He was the second of eight children. After finishing this education at the common schools he began an apprenticeship working at a brewery in the winter.
John Gund arrived in New York on May 16, 1848. Shortly after arriving in New York the family moved to Freeport, Illinois. After his fathers and mothers death in 1850 of cholera, Gund married Louise Hottman and in1852 moved to Dubuque, Iowa. Gund added to his earlier knowledge by working at the brewery of Anton Heeb.
In 1854 Gund pack up and left the brewery and Iowa to move to LaCrosse, WI. John Gund’s first Brewery was a far cry from what was to come of this legend. His first brewery was in a log cabin he built at the corner of Front and Division Street. In just 4 years Gund sold the cabin and entered into a partnership with Gottlieb Heileman. These two men built and opened the City Brewery in 1854.
In 1872, Gund sold his share of City Brewery to Heileman and began building the Empire Brewery on South Ave. When opened the brewery had 9 buildings: Main Building, Storage Cellars, Brew house, Icehouse, office, Malt House, Dry Kiln, Engine House, and across the street the Bottle House. Later, a second Bottle house was built. The total cost of the brewery was $250,000. Empire Brewery had a staff of 25 people and was able to produce 30 thousand barrels per year. Much of the beer was exported, but much was used to supply the city’s bars.
The John Gund Brewing Company opened May 1, 1880 with only $100,000 capital. John appointed his family member to officer positions. These included: John Gund- President, Henry – Traveling Agent, George Gund – Manager, and John Gund Jr.- Bookkeeper. (Wife Died 1880 of severe cold.)

The John Gund Brewing Company was booming. The brewery covered 5 acres and produced 60 thousand barrels of beer in 1897. Many of the neighboring states benefited from this fine brew. Gund Beer was shipped all over Wisconsin, Dakota, Iowa, Illinois, Minnesota, and Nebraska. Everything John Gund has built almost came crashing down the night of September 25, 1897. This night the city of LaCrosse witnessed a “one of the most destructive fires in the history of LaCrosse”(Baier, 1976). The fire was reported at 1:00am and was finally put out by noon the next day. The fire destroyed much of the Gund Brewery. The estimated damage of the fire totaled $200,000. Only the Engine house and cold storage could be saved. Insurance only covered $125,000. Fortunately enough beer was saved to allow for the brewery to fill orders and continue operation until the brewery was rebuilt. Clean up and rebuilding began the next day.
The new brewery was finished on April 16, 1898. The new brewery was larger, consisting of 8 buildings: Brew house, bottling house (now next to Brew house), mill house, dry house, hop storage, and malt house. It was also improved. New modern machinery and equipment was added. The new brewery even contained an elevator. Gund even prepared for another catastrophe by making the new brewery fireproof.
Business was again booming for the Gund Brewery. Capital stock for the company climbed to two million dollars. Unfortunately tragedy again strikes the Gund Brewery. This time the tragedy goes to the top. After fighting apoplexy for many months John Gund dies of the disease on May 7, 1901. In honor of a great man the brewery shut down for the day. Leadership of the John Gund Brewery now rests in the hands of Henry Gund and rumors spread like wildfire that the brewery would be moved to Omaha, Nebraska.
The John Gund Brewery survived and thrived after, yet another devastating disaster. By 1900 Gund Brewery became the “largest brewery in the old Northwest, outside of Milwaukee” (Baier, 1976). The World was beginning to take notice of Gund’s Peerless Beer. This became evident when in 1900 it won a metal at the Paris Exposition and in 1904 won the Gold metal at the Louisiana Purchase Exposition (World Fair in 1904). The explosion in popularity caused for an increase in production. This need caused the increase of works to 450 in 1910. This year the brewery produced over 600,000 barrels of beer.
Soon the final blow would come to the brewery. In 1919 the 18th amendment was enacted. So began the years of Prohibition. The Brewery closed its doors. Luckily, on May 27th a law was passed making it legal to produce “war time” beer. Wartime beer was beer that was limited to 2.3%-4% alcohol content. The doors to the John Gund Brewery opened again to produce this beer. Still struggling, the brewery was it with another problem. The Brewery Workers Union in Lacrosse went on strike. The brewery was hit hard, offering jobs to men, woman, and children to help fill the void created by the strike.
The straw that finally breaks the John Gund Brewery’s back was the complete Prohibition. The Gund Brewery closed its doors for good later that year just as many other breweries throughout the US were doing.

Immigrant Entrepreneurship, under German-American Business Biographies, has a lengthy tale of both John Gund and Gottlieb Heileman I pulled out the passages about Gund:

John Gund (born October 3, 1830, in Schwetzingen, Grand Duchy of Baden; died May 7, 1910, in La Crosse, Wisconsin), the firm’s co-founder, eventually decided that Heileman’s business practices were too restrictive and ended the partnership in 1872 in order to build a new brewery in La Crosse that could compete with cross-state rivals such as Pabst, Schlitz, and Miller. The G. Heileman Brewing Company and the John Gund Brewing Company continued to pursue separate business strategies until national Prohibition was implemented fully in 1920. Gund’s large brewery collapsed, whereas Heileman’s smaller firm subsisted by producing non-alcoholic beer and malt products until the Twenty-First Amendment was passed in 1933.
John Gund, on the other hand, was born approximately seventy-five miles northwest of Kirchheim in the community of Schwetzingen in the Grand Duchy of Baden on October 3, 1830. Schwetzingen lay in the rich, alluvial farmland between the Rhine and Neckar Rivers approximately six miles southwest of Heidelberg. Gund was the second of eight children born to Georg Michael and Sophia Elizabeth Gund (née Eder or Edes).
John Gund found employment sixty miles to the west in Dubuque, Iowa, a commercial center situated on the west bank of the Mississippi River. He worked in a brewery operated by a German named Anton Heeb for two years. In June 1850, he relocated to nearby Galena, Illinois, to operate a brewery with a German named Witzel, possibly twenty-year-old Sebastian Witzel, who may have been an old friend. John Gund’s parents died of cholera the following month. After less than a year, he sold his share in the Galena brewery operation and rented another brewery in the community, known as the Cedar Brewery. About this time, he married fellow German immigrant Louise Hottman, a resident of Galena, with whom he eventually had five children. Two years after renting the Cedar Brewery, Gund decided to relocate to a larger and more prosperous community that would provide a better market for his beer. He and his wife moved approximately 180 miles northwest to the Mississippi River settlement of La Crosse, Wisconsin.
La Crosse had a population of approximately 2,000 residents in the mid-1850s. Situated on the east bank of the Mississippi River, the community had experienced rapid growth during the 1850s as settlers arrived to take advantage of the surrounding farmland and forests. The lumber industry flourished, facilitated by the community’s access to steamboats that plied the Mississippi River from St. Paul down to St. Louis and New Orleans. The city was incorporated in 1856 and benefitted further when a cross-state railroad connection was completed between La Crosse and Milwaukee in 1858.
John Gund founded a brewery in La Crosse in August 1854. The small operation was located in a log cabin near the community’s waterfront. A number of other German immigrants founded breweries in the city in the months and years that followed. Gustavus Nicolai and Jacob Franz founded the Nicolai Brewery shortly after Gund founded his brewery. Due to production problems with Gund’s initial batch of beer, Nicolai and Franz were first to bring their beer to market. Charles and John Michel founded the La Crosse Brewery in 1857 after a failed attempt to strike it rich in the California gold fields in the early 1850s. After returning from the West Coast, they attempted to settle in Chicago but soon grew to dislike the community and made their way north to St. Paul. Ice on the Mississippi delayed their river journey and they eventually settled in La Crosse instead. After noting that existing breweries in the community could not meet local demand, they founded their own brewery.
After nearly fifteen years in business together, Heileman and Gund dissolved their partnership in 1872. Heileman seems to have been content brewing beer primarily for the local market and this was reflected in the brewery’s modest output of approximately 3,000 barrels per year by the 1870s. By comparison, Eberhardt Anheuser and Adolphus Busch’s Bavarian Brewery in St. Louis produced approximately 100,000 barrels of beer per year during the same decade and the Pabst Brewery in Milwaukee produced 121,000 barrels annually.[10] John Gund was far more ambitious than his partner and wished to establish La Crosse as a major center of brewing that would rival Milwaukee and St. Louis. Supposedly, the partners flipped a coin to determine which partner would receive the brewery and which would receive the International Hotel. Heileman won the City Brewery and Gund gained control of the hotel.
Gund immediately established a new brewery on the southern edge of La Crosse that he named the Empire Brewery, and which was incorporated in 1880 as the John Gund Brewing Company. A bottling house was included in the new brewery, which indicated that Gund intended to distribute the beer regionally. At the time, federal law required that excise taxes be paid on kegged beer. Only after the tax stamp had been applied to the keg could brewers then bottle the beer for sale. Bottling beer was also labor intensive since employees had to fill and cork individual bottles by hand during this era and then pasteurize each lot. Consequently, bottling beer was more time consuming and expensive than distributing it in kegs. Bottled beer’s key advantage lay in the fact that it could be shipped more easily and thus could reach more distant markets than kegged beer.
Gund’s decision to end his partnership with Heileman in 1872 may had been attributable, at least in small part, to the 1871 conflagration in Chicago. The Great Chicago Fire destroyed the city’s nascent brewing industry and opened the door to brewers in nearby cities with railroad connections to Chicago. Gund along with brewers from Milwaukee, St. Louis, and Cincinnati began shipping beer to Chicago and established a presence in the taverns and other drinking establishments of the city.
Gund and his three sons, George, Henry, and John Jr., continued to expand their brewery’s operations during the 1870s and 1880s. After John Gund incorporated the brewery in May 1880, he assumed the title of brewery president and his sons took other positions in the firm. The firm was capitalized at $100,000 (approximately $2.3 million dollars in 2011$) with the stock remaining in family hands. By 1887, the facility covered five acres and produced 45,000 barrels of beer annually. While this output still lagged behind the volume produced by major shipping breweries of the era such as Pabst, Schlitz, and Anheuser-Busch, when combined with the other breweries of La Crosse, the city’s beer production briefly surpassed the quantity produced by any other city in Wisconsin, including Milwaukee, in 1884. Given that La Crosse’s population was ten percent of Milwaukee’s population during this decade, such an output is impressive to say the least. Gund took advantage of La Crosse’s rail and river connection to the Upper Midwest and the Chicagoland area to distribute beer to the Dakotas, Minnesota, Iowa, Nebraska, and Illinois. Henry Gund served as a traveling agent for the firm and established a distribution center in Minneapolis in 1882.
A major fire at the Gund brewery in 1897 destroyed the original 1872 structure but also enabled Gund to reconstruct the brewery with expanded capacity the following year. The new facility was designed by prominent Chicago architect Louis William Lehle, a German immigrant University of Stuttgart graduate who was responsible for designing breweries throughout the United States for a number of major firms including Blatz, Grain Belt, and Dixie. Gund’s focus on bottled beer was reflected in the new design of the brewery. The bottling plant was relocated from a building across the street from the brewing complex to a new building next to the brew house. This arrangement allowed beer to be pumped directly from holding tanks to the bottling line. Improvements in bottling technology, such as the development of crown caps in 1892, made the production process less labor intensive. Gund’s bottling line was capable of producing twenty-five million bottles per year.[ By 1900, production at the new brewery grew to 200,000 barrels per year and tripled to 600,000 a decade later. Nevertheless, the Gund Brewing Company was still a middle-tier producer in comparison to other major regional breweries such as Pabst or Schlitz, whose output exceeded one million and one-and-a-half million barrels, respectively, during the same period.
In conjunction with its focus on bottled beer production, the firm began to develop a specific branded beer, which it called Peerless. The brewery invested great effort into promoting the brand and entered Peerless into a variety of international competitions including the 1900 Paris Exposition and the 1904 Louisiana Purchase Exposition in St. Louis. Peerless won a medal at both expositions and the Gund Brewery used the publicity generated by the beer’s performance in its advertising.
Generational transition in brewery management took place gradually from the 1880s through the first decade of the twentieth century. Gund’s three sons served in various roles at the brewery. George Gund worked as brewery manager. Henry served as a traveling agent for the firm and later as bookkeeper after his younger brother, John Jr., left the firm in 1887 to pursue other interests. His elder brother also left the firm in the 1890s and established a brewery in Seattle and later purchased an existing brewery in Cleveland. With the departure of his brothers, Henry gradually assumed greater responsibilities at the brewery despite health problems. By the early 1900s, he was in his forties and was well respected within the local and regional brewing communities. He was elected vice president of Wisconsin’s Brewer’s Association in 1901 and by 1904 had assumed the position of vice president and treasurer of the John Gund Brewing Company. In May 1910, John Gund passed away a few months shy of his eightieth birthday.
Politically, John Gund’s party affiliation reflected broader shifts in German immigrant political participation during the second half of the nineteenth century. He supported the Whig ticket shortly after his arrival in the United States and voted Republican in the 1860s and 1870s, but his allegiance shifted to the Democratic Party in his later years. This may have been linked to the Democrats’ opposition to the growing prohibitionist movement in the United States and the support they enjoyed from populist, agrarian elements in Midwestern states like Wisconsin, Minnesota, and Iowa.

Historic Beer Birthday: Valentin Blatz

October 1, 2025 By Jay Brooks Leave a Comment

Today is the birthday of Valentin Blatz (October 1, 1826-May 26, 1894). Blatz was a German-American brewer and banker. He was born in Miltenberg, Bavaria and worked at his father’s brewery in his youth. In August 1848 Blatz immigrated to America and by 1849 had moved to Milwaukee, Wisconsin. Blatz established a brewery next to Johann Braun’s City Brewery in 1850 and merged both breweries upon Braun’s death in 1852. He also married Braun’s widow. The brewery produced Milwaukee’s first individually bottled beer in 1874. It incorporated as the Valentin Blatz Brewing Company in 1889 and by the 1900s was the city’s third largest brewer.

Here’s a biography of Blatz from Find-a-Grave:

Businessman, Beer Magnate. Valentin Blatz, born to Casper Blatz, a brewer, in Miltenberg am Main, Bavaria, Germany, attended municipal schools until age 14 when he began an apprenticeship in his father’s brewery. He began in 1844, to acquire additional experience at breweries in Augusburg, Wurzburg and Munich until 1848 when he emigrated from Bavaria to Buffalo, New York, where he worked for a year at Philip Born’s brewery. Arriving in Milwaukee, Wisconsin in 1849, he became brewmaster at John Braun’s Cedar Brewery producing 150 barrels annually. He boarded at Braun’s home until 1851 when, after having saved $500, he established his own brewery. Shortly thereafter, Braun was fatally thrown from his horse-drawn beer wagon and Blatz eventually married Braun’s widow. Subsequently he combined Braun’s small brewery and his own into a new company, City Brewery; with output of 500 barrels annually it would eventually become one of the largest breweries in Milwaukee. Blatz was widely acknowledged to be the first of the great Milwaukee brewers to establish a reputation outside of Wisconsin, the first to begin developing a national distribution network, and the first to establish a bottling plant in connection with his brewery. During its early years of development, he operated the brewery as a sole proprietorship and reportedly out-paced both the Pabst and Schlitz operations. With production exceeding 200,000 barrels in 1889, he incorporated it as the Val. Blatz Brewing Company with capital stock of $2,000,000 and sold it in 1891 to a group of British and American investors, United States Brewing Company, reportedly netting himself (also a member of the syndicate) and his family $3,000,000 and full control of the Milwaukee operation. Blatz was the only beer available on tap in German restaurants at the 1893 Chicago World’s Fair.

A year later he died unexpectedly at the Hotel Ryan in St. Paul, Minnesota, returning from a trip to California, where he had vacationed and attended a midwinter exposition. Ironically, he had postponed the trip several times because of a premonition he would not return to Milwaukee alive, but made the trip because of his wife’s deteriorating health so they could spend part of the winter in California’s milder climate. At his death, he was one of Milwaukee’s wealthiest men, with an estate estimated at between $6,000,000 and $8,000,000. Throughout his life he had been active in community affairs and belonged to the Milwuakee Old Settlers Society and a host of other organizations. In 1866 he became the first president of the Merchants National Bank, and in 1868 he was elected President of the Second Ward Savings Bank, a position held until his death. A member of the Milwaukee Brewers Association and the Chamber of Commerce, he belonged to an influential group of local businessmen who organized the Milwaukee Industrial Exposition in 1879. Also served a single term as a Milwaukee city alderman in 1882. His company survived prohibition with “near beer” and other non-alcoholic products until 1933, when it resumed producing beer, until 1958 when it was purchased by Pabst. The Blatz label was sold to G. Heileman brewing in 1959, which was acquired by Stroh Brewery in 1996, which was sold to Pabst in 1999 who now owns it.

And here’s a biography of both Valentin and his Blatz Brewery, from the Blatz Brewing Company Records, 1862-1944, housed in the University of Wisconsin Library:

Valentin Blatz was born on October 1, 1826, in Miltenberg am Main, Bavaria. The son of a local brewer, Caspar Blatz and his wife Barbara, he attended school until age fourteen at which time he began an apprenticeship in his father’s business. In 1844 Blatz began an extended tour of some of Europe’s greatest breweries where he spent his time learning new techniques and the latest in brewing technology until, at age twenty-one, he was forced to return home in order to fulfill his military obligation in the army. However, his father, a prominent community leader, obtained a substitute to serve in his place and shortly thereafter, like thousands of his countrymen, Valentin Blatz left Bavaria for the United States. Landing in New York City in August 1848, Blatz found work almost immediately at the Born Brewery in Buffalo, New York.
Blatz remained in Buffalo for approximately one year after which time he journeyed west to Milwaukee. Arriving in 1849, he found work as the foreman (some sources say brewmaster) at John Braun’s Cedar Brewery that had been established in 1846. It was a small operation, employing only a few workmen and capable of producing approximately 150 barrels of beer annually. The brewery’s storage capacity was said to be only 80 barrels. Blatz worked for Braun and boarded at his home until 1851, when, after having saved $500, he purchased half of a city lot and began his own brewing business.
Around the time that Blatz was establishing his own brewery, John Braun was killed suddenly after being thrown from his horse-drawn wagon while on a trip selling beer. He left a son, John, and a wife, Louise, who was pregnant with the couple’s second child. In December of 1851 Blatz married Braun’s widow and adopted her infant child (also named Louise) who was born after Braun’s death. Blatz also raised his late employer’s son John as his own. Although he was never formally adopted, John Braun became known generally around Milwaukee as “John Blatz.” Valentin and Louise (Braun) Blatz also had five children of their own: four sons; Albert, Emil, Valentin Jr., and Louis (who died at a young age); and one daughter, Alma.

The marriage allowed Blatz to acquire Braun’s small brewery and combine it with his own operation, which he named City Brewery. This formed the basis of what would eventually become one of the largest and most prominent breweries in Milwaukee. Blatz was widely acknowledged to be the first of the great Milwaukee brewers to establish a reputation outside Wisconsin, the first to begin developing a national distribution network, and the first to establish a bottling plant in connection with his brewery. During its early years of development, the Blatz brewery reportedly out-paced both the Pabst and Schlitz operations.
Blatz operated his business as a single proprietorship until 1889 when it was incorporated as the Val. Blatz Brewing Company with a capital stock of 21 $2,000,000. Officers of the new corporation were Valentin Blatz, president; Albert C. Blatz, vice president; John Kremer (a son-in-law), secretary; and Val. Blatz, Jr., superintendent. The company was quietly sold in 1891 to a group of British and American investors incorporated as the United States Brewing Company and known variously as the “English Syndicate” or the “Chicago Syndicate.” The sale reportedly netted Blatz (who was himself a member of the syndicate) and his family $3,000,000 and left them in full control of the local operation.

Three years later, on May 26, 1894, Valentin Blatz died suddenly while staying at the Hotel Ryan in St. Paul, Minnesota, on his return from a trip to California, where he vacationed and attended a midwinter exposition. Ironically, it was a journey that he had reportedly postponed several times because of a premonition that he would not return to Milwaukee alive. A newspaper reported at the time that it was only because of his wife’s deteriorating health that he agreed to go to California where they could spend part of the winter in a milder climate. At the time of his death at age sixty-eight, Blatz was regarded as one of Milwaukee’s wealthiest men, with an estate estimated at between $6,000,000 and $8,000,000. Throughout his life Blatz was a generous man. In his will he not only left thousands of dollars to more than a dozen local charities, hospitals, orphanages, and homes for the aged, but also provided for the four children (Cora, Selma, Elsie, and John) of his late step-son “John Blatz.” He was survived by his wife, Louise, who was with him in St. Paul; three sons, Albert, Emil, and Valentin, Jr.; and two daughters, Louise (Mrs. John) Kremer and Alma (Mrs. Gustav) Kletzsch. He was interred in Milwaukee’s Forest Home Cemetery.
Throughout his life, Blatz had been active in community affairs. He was a lifelong member of the Milwaukee Musical Society and belonged to a host of other groups, including the Milwaukee Old Settlers Society, the Independent Order of Odd Fellows (I.O.O.F.), the Aurora Lodge of Freemasons, The Arion Club, the Frei Gemeinde, the Liederkranz Society, the Germania Maennerchor of Chicago, the Eichenkranz Maennerchor of New York, several local Turnverein Societies, and–reportedly one of his favorite haunts–the West Side Old Settlers Bowling Club. In 1866 he became the first president of the Merchants National Bank, and in 1868 he was elected President of the Second Ward Savings Bank, a position he held until his death. Blatz was a member of the Milwaukee Brewers Association and the Chamber of Commerce, and also belonged to an influential committee of local businessmen who organized the Milwaukee Industrial Exposition in 1879. Blatz, who became an American citizen in 1855, was elected for a single term as a Milwaukee city alderman in 1882
After Blatz’s death, the brewery was operated by two of his sons, Albert C. and Val. Blatz, Jr., and John Kremer, a son-in-law. The United States Brewing Company, which purchased the brewery in 1891, owned and operated it until the onset of national prohibition in 1920.

This lengthy article is from the Industrial History of Milwaukee, published in 1886.

This 1946 ad features a plate with founder Valentin Blatz.

Here’s a history of Blatz, from the current Blatz beer website, which is currently owned by Pabst Brewing.

Blatz was one of the premier Milwaukee breweries. It was founded by John Braun in 1846, shortly before Wisconsin achieved statehood, and was originally called the City Brewery. Braun’s fledgling business produced about 150 barrels of beer annually – until 1851 when Valentine Blatz, a former employee, established a brewery of his own next door to the City Brewery. Braun died later that year and Blatz soon married his widow, thereby uniting the City Brewery and his own operation.
At the time of the marriage, the combined breweries produced only 350 barrels per year. However, by 1880 total annual production reached 125,000 barrels. The brewery’s growth continued, and in 1884 Blatz ranked as the third-largest beer producer in Milwaukee.

Blatz was the first Milwaukee brewer to market beer nationally. He set up distribution centers in Chicago, New York, Boston, New Orleans, Memphis, Charleston, and Savannah. He was also the first of the Milwaukee brewers to include a bottling plant within his brewery. In addition, Blatz operated his own carpenter shop, railroad cars, cooper shop, machine shop and coal yard.
In 1890 Blatz sold his brewery to a group of London investors, who continued to operate the plant until Prohibition. Following the repeal of the eighteenth amendment, the Blatz brewery again flourished, producing over a million barrels annually during the 1940s and 1950s. Its labels included Blatz, Pilsener, Old Heidelberg, Private Stock, Milwaukee Dark, Culmbacher, Continental Special, Tempo, and English Style Ale.

By 1955 only six Milwaukee breweries remained open. Of these six, Miller, Pabst and Schlitz were the biggest and most successful. Blatz was big, too, but stiff competition and skyrocketing production costs prevented it from growing further. In 1958 the brewery was finally sold to Pabst; however a federal court order at the time prevented Pabst from Brewing at the Blatz facilities. In 1959 this giant, Blatz, ceased all operations. Shortly there after, Pabst purchased the Blatz brands, and relaunched the brand as a craft-style beer, true to the high-quality style that Valetine Blatz espoused.
Today, Blatz continues to be recognized for it’s quality and tradition. While the Blatz Brewery is now home to some of Milwaukee’s Finest Citizens, Blatz Beer will always be Milwaukee’s Finest Beer.

Blatz-Beer-Paper-Ads-Blatz-Brewing-Company

Historic Beer Birthday: Phillip Best

September 26, 2025 By Jay Brooks

Today is the birthday of Phillip Best (September 26, 1814-July 17, 1869) Phillip Best was the son of Jacob Best, who founded the brewery that eventually became Pabst Brewing Co., with his four sons in 1844. The Best family’s business was originally called “The Empire Brewery,” and then it was “Jacob Best & Sons Brewery” until 1859 when Phillip Best took over the firm and renamed it the “Phillip Best Brewing Company.” Upon Phillip’s retirement Frederick Pabst and Emil Schandein became the company’s president and vice-president in the mid-1860s and the brewery’s name was amended to Phillip Best & Company. After Schandein died, the company was renamed the Pabst Brewing Company in 1889.

Immigrant Entrepreneurship has a lengthy article about the Bests, centered around Frederick Pabst, but with background that includes Phillip and the rest of the Best family:

In 1844, Phillip Best (born September 26, 1814, in Mettenheim, Grand Duchy of Hesse; died July 17, 1869, in Altenglan, Kingdom of Bavaria), together with his father and three brothers, opened the Jacob Best & Sons Brewery in Milwaukee, Wisconsin. Twenty years later, Phillip’s son-in-law Frederick Pabst (born March 28, 1836, in Nikolausrieth, Kingdom of Prussia; died January 1, 1904, in Milwaukee, Wisconsin) joined the company and helped to transform it into the nation’s leading beer producer – first in 1874 and then again in 1879, a position that was maintained until the turn of the twentieth century. As the company’s president, the former ship captain led the firm through a remarkable period of growth and the Pabst Brewing Company (as it came to be called from 1889 onwards) became the epitome of a successful national shipping brewery. Pabst not only contributed to the firm’s (and Milwaukee’s) economic growth, he also left a permanent cultural and social mark both on the German-American community and on the public at large. A decade after the height of his success, Pabst died on New Year’s Eve of 1904, passing on his commercial and cultural legacy to his sons.
The Best family’s relocation from Mettenheim to Milwaukee went relatively smoothly. After spending a few weeks in the summer of 1844 looking for a suitable location, Jacob Sr. purchased two lots on Chestnut Street (today West Juneau Avenue) on September 10 and founded the Empire Brewery. Jacob Sr.’s sons, Charles and Lorenz, soon went on to establish independent brewing ventures, so Jacob Sr. formed a new partnership with his other two sons, Phillip and Jacob Jr., in 1851, which stayed in place until Jacob Sr. retired two years later. After several arguments about the expansion of the firm, Jacob Jr. sold out to Phillip on October 1, 1859, who continued the business as its sole proprietor under the name of the Phillip Best Brewing Company.
In its inaugural year, the Best brewery produced 300 barrels (one barrel equaling 31 US gallons). The firm initially produced ale and porter, but added German-style lager on February 22, 1845. In 1847, Phillip reported in a letter to his wife’s family that the business was developing well and selling 28-30 barrels of beer weekly for $4.50 per barrel ($5 if delivered). The brewery owned three horses for the malt grinding mill, as well as for deliveries in the city and county, and planned to buy another. By 1850, the company’s 2,500-barrel annual production classified it as a medium-sized producer, ranking fourth out of the twelve largest reported breweries in Wisconsin.
As production increased, the company acquired and built new facilities. In 1850, the family purchased a lot on Market Street between Biddle and Martin Streets (today East Kilbourn Avenue and East State Street). Five years later, the company built a new brick house on Market Street with a beer hall on the ground floor, and in 1857 it erected a new main brewery on the north side of Chestnut Street between Ninth and Tenth Streets with large storage cellars. The Milwaukee Sentinel reported on October 9, 1857, that the brewery had the “deepest cellars in the city” and it may be seen from almost any part of the city. The building is a fine looking one, and were it not for a life-sized figure of a sturdy Teuton which is perched on top, in the act of sipping a glass of lager, one would never suspect its being a brewery. It has much more the appearance of a public building of some sort.
The article went on to explain that demand for Best beer was not only “constantly increasing” locally but also across the whole nation: “Everybody has tasted Best’s beer, and it’s very generally acknowledged to be the best in the country.” Although the article certainly exaggerated the national impact of Best’s beer at mid-century, the company had begun to sell their brands outside Wisconsin in the early 1850s when it established a sales office in Chicago, Illinois. While Milwaukee and the surrounding region provided the main market for Best products throughout the second half of the nineteenth century, this early effort to serve the national and – beginning in the 1860s – international market was a distinctive feature of the company’s development.
Best’s production and profits increased during the nationwide economic boom of the 1850s, but the panic of 1857 and the economic disruption of the Civil War slowed the firm’s growth rate. At the height of its early prosperity in 1857, the brewery employed steam power to produce nearly 40,000 barrels a year and was valued at $50,000 (approximately $1.4 million in 2014$). It employed eight men and used ten horses for delivery. Not until after the Civil War would these production levels be reached again. But as the expansion of the family business began to stall, Phillip made his two sons-in-law, Frederick Pabst and Emil Schandein, equal partners in 1864 and 1866 – a decision which turned out to have a lasting impact on the future development of the company.

philip-best-brewery-1880 — The Best’s South Side brewery in 1880, a few years after Jacob died and it became the Philip Best Brewing Co.

Here’s a shorter account from “American Breweries of the Past” by David G. Moyer:

best-brewery-long — And this is the main Best brewery, the original Empire Brewery.

A biography of Phillip Best from the National Cyclopaedia of American Biography, published in 1893.

phillip-best-brewing-company-became-pabst-brewing-company-signed-by-fred-pabst-as-president-milwaukee-wisconsin-1874-12 — A stock certificate for the Phillip Best Brewing Company from 1874.

This history is from A Spirited History of Milwaukee Brews & Booze by Martin Hintz:

And finally there’s this from the Industrial History of Milwaukee, published in 1886.

Beer In Ads #5085: Celebrated Miller’s Bock Beer

September 23, 2025 By Jay Brooks

Tuesday’s ad is for Miller Bock Beer, which was published on September 23, 1903. This one was for the Miller Brewing Co. of Milwaukee, Wisconsin, which was originally founded in 1855. This ad ran in The Honolulu Star Bulletin, of Honolulu, Hawaii because the ad was really for the liquor department of the Hoffschlaeger Co., which also made whiskey. Miller apparently only made a bock from 1888-1920. I do love the remark about it being the “most nutritious in the market.” Plus, “Doctors recommend it to their patients with the greatest confidence,”

Beer In Ads #5075: Don’t Forget Ruhland’s Bock Beer

September 9, 2025 By Jay Brooks

Tuesday’s ad is for Ruhland’s Bock Beer, which was published on September 9, 1903. This one was for the Ruhland Brewing Co. of Baraboo, Wisconsin, which was originally founded in 1867. This ad ran in The Baraboo Republic, also of Baraboo, Wisconsin. I love that they ad this: “Can be Secured in Bottles.”

Historic Beer Birthday: Johanna Heileman

August 31, 2025 By Jay Brooks

Today is the birthday of Johanna Heileman (August 31, 1831-January 5, 1917). She was born in Württemberg, Germany, and married Gottlieb Heileman, who founded the G. Heileman Brewing Company in La Crosse, Wisconsin, in 1858. When her husband passed away in 1878, she became president of their brewery and she continued to run it successfully for the next 34 years, when she retired in 1912, although even then she remained on the corporate board.

Here’s a short biography of her from Find-a-Grave:

First female Chief Executive of a brewery in the United States. She was the wife of Gottlieb Heileman, founder of G. Heileman Brewing Co. of LaCrosse, Wisconsin. When he died in 1878 she became the chief executive of the company making her the first woman CEO of a brewery in the US. She also became one of the first female presidents of a United States corporation in 1890 when G. Heileman Brewing Co. was incorporated. She remained active in the company until her death.

This portrait of Johanna Heileman is from a Discover the Silent City cemetery tour by the La Crosse Historical Society:

At the age of 21, Johanna Bantle came to the United States from her home in Germany. While working as a maid in the Pabst family mansion in Milwaukee she met and married another German immigrant, Gottlieb Heileman. They eventually opened their own brewery in La Crosse, Heileman’s, and raised a family.
Gottlieb died in 1878 and Johanna was named president of the brewery. She remained the company’s president until 1912, and stayed active as a board member until her death in 1917, at the age of 85. She was one of the first female CEOs in Wisconsin history, and an upstanding figure in the La Crosse German community. Under the leadership of Johanna Heileman, the G. Heileman Brewing Company continued to grow, and more than tripled their production from the time of their opening up to 1912, becoming a leader in the industry and providing La Crosse with a successful business that brought recognition, jobs and revenue to the city.

The G, Heileman Brewery in 1889.

Here’s a much more thorough account of all of the Heilemans, including Johanna, from Immigrant Entrepreneurship, entitled The Best of Partners – The Best of Rivals: Gottlieb Heileman, John Gund, and the Rise of the La Crosse Brewing Industry:

The G. Heileman Brewing Company achieved national recognition in the 1960s and 1970s when it aggressively acquired a number of well-known breweries and brands including the Blatz Brewing Company, the Rainier Brewery in Seattle, and the Grain Belt brand (now owned by August Schell Brewing Company). For much of its existence, however, the La Crosse, Wisconsin, firm operated in a conservative manner by brewing for local and regional markets only. This business strategy reflected the vision of one of the firm’s German founders, Gottlieb Heileman (born January 6, 1824, in Kirchheim unter Teck, Kingdom of Württemberg; died February 19, 1878, in La Crosse, Wisconsin), who was content to grow the firm slowly and focus on quality over quantity. John Gund (born October 3, 1830, in Schwetzingen, Grand Duchy of Baden; died May 7, 1910, in La Crosse, Wisconsin), the firm’s co-founder, eventually decided that Heileman’s business practices were too restrictive and ended the partnership in 1872 in order to build a new brewery in La Crosse that could compete with cross-state rivals such as Pabst, Schlitz, and Miller. The G. Heileman Brewing Company and the John Gund Brewing Company continued to pursue separate business strategies until national Prohibition was implemented fully in 1920. Gund’s large brewery collapsed, whereas Heileman’s smaller firm subsisted by producing non-alcoholic beer and malt products until the Twenty-First Amendment was passed in 1933.
Gund’s and Heileman’s different approaches to brewing in the post-Civil War era illustrate the diversity of business strategies employed by brewers during this period. Not all ambitious German immigrant brewers sought to create national – or even large regional – shipping breweries as did the Schlitz-Uihlein family, Adolphus Busch, and a number of other German immigrant brewers. Instead, some focused on serving local and regional markets and utilized technological advances such as artificial refrigeration and pasteurization to refine their products rather than expand their markets and market share. Furthermore, following Heileman’s death in 1878, his wife, Johanna (born August 31, 1831, in the Kingdom of Württemberg; died January 5, 1917, in La Crosse, Wisconsin), served as one of the firm’s main officers until her death in 1917. As the first known female head of a brewery in the United States and as one of the first female corporate executives in any business sector, Johanna Heileman (née Bandel) put her own unique stamp on the firm founded by her husband and his business partner.
John Gund’s vision of La Crosse emerging as the brewing center of the Midwest did not come to pass, but the city’s breweries did briefly outproduce their rivals in Milwaukee during the mid-1880s. This demonstrates that Milwaukee’s emergence as the preeminent brewing center of the Midwest was far from inevitable, and, instead, was contingent on a variety of historical factors that set it apart from other Midwestern brewery cities such as La Crosse, Minneapolis, and Duluth.
Gottlieb Heileman, Johanna Heileman, and John Gund each contributed to the development of the brewing industry in La Crosse, and any study of the G. Heileman Brewing Company’s early history must take into account the commercial, social, and cultural milieu that influenced these three immigrant entrepreneurs’ decision-making after they settled in the United States in the 1850s. Their success partially reflected the growing strength of the American brewing industry after the Civil War – made possible by the waves of German settlers who arrived in the U.S. during the mid- to late nineteenth century and who served as both producers and consumers of lager beer and other malt beverages. Nevertheless, the Heilemans and Gund were ultimately responsible for their individual successes and failures during this era as this study will demonstrate.
Family and Ethnic Background
Gottlieb Heileman (originally Gottlieb Heilemann), Johanna Bandel, and John Gund (originally Johann Gund) all hailed from the southwestern German lands. Gottlieb Heileman was one of eight children born to Caspar and Frederika Heilemann (née Meyer). He was born on January 6, 1824, in Kirchheim unter Teck, a small upland community southeast of Stuttgart in the Kingdom of Württemberg. Johanna Bandel, who also hailed from Württemberg, was born to Johann Ludwig and Kathrina Bandel (née Sigel) on August 31, 1831. She had a number of brothers who later immigrated to the United States. John Gund, on the other hand, was born approximately seventy-five miles northwest of Kirchheim in the community of Schwetzingen in the Grand Duchy of Baden on October 3, 1830. Schwetzingen lay in the rich, alluvial farmland between the Rhine and Neckar Rivers approximately six miles southwest of Heidelberg. Gund was the second of eight children born to Georg Michael and Sophia Elizabeth Gund (née Eder or Edes).
Both Heileman and Gund came from established families within their respective communities. Heileman’s father and maternal grandfather were bakers and Gottlieb Heileman received training as a baker and brewer during his youth. Gund’s father was a farmer who grew hops and tobacco, but John Gund served a two-year apprenticeship as a cooper and brewer following the end of his common school education at age fifteen. He worked an additional year as a journeyman brewer after his apprenticeship ended. The two men immigrated to the United States within four years of each other. Gund arrived in New York City in May 1848 at the age of eighteen, having traveled from Schwetzingen down the Rhine River to Rotterdam and then on to Le Havre and New York. Heileman reached Philadelphia in 1852 at the age of twenty-eight. Johanna Bandel settled in New York City in either 1852 or 1855 at the age of either twenty-one or twenty-four, respectively, and lived with her brothers for a number of years.
All three Germans followed a similar migration trajectory and made their way westward to Illinois, Iowa, and Wisconsin during the 1850s along with tens of thousands of other German immigrants, primarily from Baden, Württemberg, and the Palatinate. Gund’s parents settled in Freeport, Illinois, in the northwestern part of the state. John Gund found employment sixty miles to the west in Dubuque, Iowa, a commercial center situated on the west bank of the Mississippi River. He worked in a brewery operated by a German named Anton Heeb for two years. In June 1850, he relocated to nearby Galena, Illinois, to operate a brewery with a German named Witzel, possibly twenty-year-old Sebastian Witzel, who may have been an old friend. John Gund’s parents died of cholera the following month. After less than a year, he sold his share in the Galena brewery operation and rented another brewery in the community, known as the Cedar Brewery. About this time, he married fellow German immigrant Louise Hottman, a resident of Galena, with whom he eventually had five children. Two years after renting the Cedar Brewery, Gund decided to relocate to a larger and more prosperous community that would provide a better market for his beer. He and his wife moved approximately 180 miles northwest to the Mississippi River settlement of La Crosse, Wisconsin.
La Crosse had a population of approximately 2,000 residents in the mid-1850s. Situated on the east bank of the Mississippi River, the community had experienced rapid growth during the 1850s as settlers arrived to take advantage of the surrounding farmland and forests. The lumber industry flourished, facilitated by the community’s access to steamboats that plied the Mississippi River from St. Paul down to St. Louis and New Orleans. The city was incorporated in 1856 and benefitted further when a cross-state railroad connection was completed between La Crosse and Milwaukee in 1858
John Gund founded a brewery in La Crosse in August 1854. The small operation was located in a log cabin near the community’s waterfront. A number of other German immigrants founded breweries in the city in the months and years that followed. Gustavus Nicolai and Jacob Franz founded the Nicolai Brewery shortly after Gund founded his brewery. Due to production problems with Gund’s initial batch of beer, Nicolai and Franz were first to bring their beer to market. Charles and John Michel founded the La Crosse Brewery in 1857 after a failed attempt to strike it rich in the California gold fields in the early 1850s. After returning from the West Coast, they attempted to settle in Chicago but soon grew to dislike the community and made their way north to St. Paul. Ice on the Mississippi delayed their river journey and they eventually settled in La Crosse instead. After noting that existing breweries in the community could not meet local demand, they founded their own brewery.
Gottlieb Heileman reached La Crosse via Milwaukee the same year that the Nicolai brothers arrived in the city. He had worked for a year in Philadelphia after arriving in 1852. He then moved west to Milwaukee around 1854 and established a bakery with Gottlieb Maier in March 1856. The two men took out a $2,550 (approximately $70,000 in 2011$), three-year mortgage on the property, but paid off the balance within a year. Heileman was apparently less interested in baking than brewing, because he sold his share in the bakery for $1,525 (approximately $40,500 in 2011$) and moved west to La Crosse in October 1857. He found employment briefly as a foreman in the Nicolai Brewery but lost his job when Nicolai and Franz ended their partnership shortly thereafter. Heileman found a new position in the Michel brother’s La Crosse Brewery. In June 1858, he married Johanna Bandel, whom he had met during his three-year stay in Milwaukee. She had worked as a domestic servant in the midwestern city after leaving New York. Gottlieb Helieman returned to La Crosse with his bride and soon entered a new phase in his professional brewing career.
Business Development
Gottlieb Heileman and John Gund formed a partnership in November 1858 to operate the City Brewery in La Crosse. Their timing was propitious since the city of La Crosse continued to experience significant population growth, particularly among Northern European settlers, and the first outside railway connection had been completed to Milwaukee the previous month. The structures comprising the City Brewery were constructed at 1018 South Third Street. The location was south of the city’s commercial center near the Mississippi River waterfront. Early production figures for the brewery were modest. During the first decade of operation, production averaged around 500 barrels of lager beer per year (approximately 15,750 gallons). Originally, lager beer production had been limited to the winter months, but during the 1860s local brewers began using ice harvested from the Mississippi River to chill the beer during the critical lagering stage, which could last between six to eight weeks and produced a translucent and highly-carbonated final product. Heileman and Gund produced beer primarily for the local market and sold casks to hotels, taverns, and occasionally individuals. The partners constructed a hotel in downtown La Crosse in 1867 and named it the International Hotel. The facility likely offered an additional source of income for the partners and also provided a venue in which to sell their beer.
After nearly fifteen years in business together, Heileman and Gund dissolved their partnership in 1872. Heileman seems to have been content brewing beer primarily for the local market and this was reflected in the brewery’s modest output of approximately 3,000 barrels per year by the 1870s. By comparison, Eberhardt Anheuser and Adolphus Busch’s Bavarian Brewery in St. Louis produced approximately 100,000 barrels of beer per year during the same decade and the Pabst Brewery in Milwaukee produced 121,000 barrels annually. John Gund was far more ambitious than his partner and wished to establish La Crosse as a major center of brewing that would rival Milwaukee and St. Louis. Supposedly, the partners flipped a coin to determine which partner would receive the brewery and which would receive the International Hotel. Heileman won the City Brewery and Gund gained control of the hotel.
The G. Heileman Brewing Company
Gottlieb Heileman continued operating the City Brewery, now renamed the G. Heileman Brewing Company, following John Gund’s departure in 1872. The firm continued to produce a moderate volume of beer for local and regional consumption through the decade. Heileman died young in February 1878 at the age of fifty-four. Since his son, Henry, was only ten years old at the time, control of the enterprise passed to his forty-six-year-old widow, Johanna. She was assisted by Reinhard Wäcker (sometimes spelled Reinhart Wicker), who served as brewery foreman and dealt with technical matters. As president of the enterprise, Johanna Heileman became the first female head of a brewery in the United States, and after the business was incorporated in 1890, possibly the first female corporate executive in the nation. Of note, on the 1880 federal census, she listed her occupation as “keeping house,” whereas on the 1900 census she listed it as “owner of brewery.”
Other members of the Heileman family also participated in managing the business during the 1880s and 1890s. Emil Traugott Mueller, the husband of Johanna Heileman’s eldest daughter, Louisa, was hired in 1884 as a bookkeeper and assistant manager. As an adult, Henry Heileman served as vice president and assistant manager of the firm until his death from a self-inflicted gunshot wound in 1895 at the age of twenty-six.
Under Johanna Heileman’s oversight, the G. Heileman Brewing Company gradually expanded its production and market reach. In 1880, the brewery produced 7,170 barrels of beer, which put it in a distant third place compared to the Gund Brewing Company and the Michel brother’s La Crosse Brewery. Five years later, the brewery produced 12,000 barrels and employed roughly thirty-five men. The firm produced a number of different beers during this period including a Vienna lager and a dark lager named Hofbrau. They also began bottling beer for regional distribution. They opened their first distribution agency in Glencoe, Minnesota, a city approximately fifty miles west of Minneapolis in 1885 and gradually expanded their reach to the Dakotas and Illinois over the next two decades. The firm also established tied houses, taverns that sold Heileman beer exclusively (i.e. they were tied to a particular producer), in various cities. One was located in downtown La Crosse and another was situated approximately thirty miles east in Cashton, Wisconsin.
The firm sought to maintain good relations with the other breweries in the community and avoid ruinous price wars. In May 1898, the major breweries of La Crosse, including Heileman, Gund, Michel, and a number of smaller facilities agreed to establish uniform prices for kegged and bottled beer. They set the rate for kegged beer at eight dollars per barrel (approximately $224 per barrel in 2011$). For bottled beer, the rate was $2.20 for two dozen quarts of export-strength lager and $1.90 for two dozen quarts of regular-strength lager. At the same time, Heileman and three other La Crosse breweries began quietly investigating the possibility of forming a trust in order to compete against Gund locally and the major Milwaukee shipping breweries regionally. The impetus for the proposed trust was Chicago accountant Otto W. Heibig. After overseeing the installation of brewing equipment at the Gund Brewery following the destructive 1897 fire, Heibig grew interested in pooling the financial resources and physical plants of the other La Crosse breweries. Heibig estimated a combined value for the Heileman, Michel, Franz Bartl, and Zeisler breweries at $930,000 (approximately $26 million dollars in 2011$). In September 1900, the brewers and Heibig filed incorporation papers for the La Crosse Brewing Company and prepared to offer $700,000 in capital stock and $500,000 in bonds. They proposed constructing a new brewery with the capacity to produce 400,000 barrels annually, which was twice Gund’s output of approximately 200,000 barrels per year. Industrial architect Otto C. Wolf of Philadelphia designed the new brewery at a proposed cost of $300,000 (approximately $8.4 million dollars in 2011$). The existing breweries of the members of the trust would be adapted to other purposes with the Heileman facility being converted into a malting plant and the other breweries becoming storehouses and a dedicated ale brewery. Despite the great potential of the project, it never progressed beyond the planning stages. Shortly after the trust was incorporated in September 1900, a brewer in Cincinnati purchased the equipment intended for the proposed facility in La Crosse. The following January, the trust announced its new slate of corporate officers, which included Emil T. Mueller of the G. Heileman Brewing Company as treasurer. Little further action occurred over the next two years and eventually the trust collapsed in 1902, apparently due to resistance from officials at the Heileman Brewery.
During the first decade of the twentieth century, G. Heileman Brewing introduced their best-known beer brand and went through a reorganization. The firm had acquired the trademark for a light lager, Golden Leaf, from a Milwaukee brewery in 1899 and a year later introduced a new heavier lager, Old Times Lager. In 1902, they renamed the beer Old Style Lager following a complaint from another brewery producing a similarly named beer. They also ended production of Golden Leaf to free up capacity for Old Style, which the firm produced exclusively in bottled format, as it was intended for distribution to regional markets. Emil T. Mueller played a key role in promoting the beer brand extensively over the following decade. Johanna Heilemann and the other brewery executives also expanded the firm’s capitalization to $350,000 from the original capitalization of $75,000 and used the funds to increase production to approximately 175,000 barrels per year. The firm’s brewery workers organized themselves around the same time and the firm signed a contract with Local 81 of the International Brotherhood of Brewery Workers, thus avoiding labor conflict.
By the 1910s, Heileman was shipping cases of bottled Old Style Lager to thirty-four states and had entered the lucrative Chicago market with more than fifty saloons and a number of distribution agents. Firm president Johanna Heileman passed away in January 1917, setting in motion a gradual transition from family to professional management at the firm. Johanna Heileman’s son-in-law, Emil T. Mueller, assumed the presidency of the firm, a position he held until his death in 1929. After Mueller died, another son-in-law, George Zeisler Jr., took over as president of G. Heileman Brewing until 1933, when the firm was reincorporated and non-family members assumed the presidency and key positions on the board of directors.
Unlike Gund Brewing, Heileman weathered the storm of Prohibition. Rather than risk producing low alcohol beer in 1919 and 1920, the firm began brewing a new, non-alcoholic beer called New Style Lager in May 1919 when the Wartime Prohibition Act went into effect. Like other breweries around the nation, the firm also produced a variety of hopped malt syrups and extracts that could be used by home brewers to produce beer and a line of soft drinks. Such measures helped the firm eke out an existence during the 1920s and early 1930s. In 1931, a major fire destroyed a number of warehouses and nearly bankrupted the firm, since the brewery had not insured the structures. Brewery officials warned that the firm was unlikely to survive much longer given the prohibition on alcohol sales and the general business disruption caused by the Great Depression. Fortunately, the gradual repeal of Prohibition beginning on April 7, 1933, gave G. Heileman Brewing a second lease on life. In the weeks leading up to April 7, the firm began brewing 3.2 percent beer permitted under the repeal act around the clock and released truck- and trainloads of the beer shortly after midnight on the seventh. Demand was so great that the firm could not fill all its orders and was forced to return numerous checks uncashed. Following the firm’s reincorporation, professional managers sought to update the brewery’s physical plant, improve quality control, which had slipped during the 1930s and 1940s, and expand production and distribution. This process continued into the 1950s and 1960s.
Personality and Social Standing
Both the Gund and Heileman families participated in the German institutions of La Crosse, Wisconsin, as well as in the local and regional brewing community. Little information survives about their specific involvement in the secular and religious institutions of La Crosse, but records show that John Gund’s eldest son, George, was a member of the local Turnverein in the 1870s. The physical education society had its origins in the post-Napoleonic German lands and was first introduced unsuccessfully to the United States in the 1820s. German 48rs reintroduced the Turner movement at the end of the 1840s and within a few years, Turner societies had emerged in major American cities with German populations. The La Crosse Turnverein was organized in October 1855 and John Gund granted the group permission to practice in the yard of his small brewery in 1856. They may have continued using the space through 1858, when Gund sold the property following his partnership with Heileman.
Gund and Heileman were members of the Lutheran Church and Heileman’s 1878 funeral at the local Lutheran church in La Crosse was considered to be one of the largest funerals in the history of the city to that date. More than 160 carriages belonging to mourners participated in the funeral procession from the church to the nearby Oak Grove Cemetery. Six prominent brewers in the community served as Heileman’s pallbearers, however, John Gund was not among them. This may have reflected lingering animosity between the former partners. When Gund died in 1910, members of the local Liederkranz Society, which was affiliated with the Turnverein as part of the local Deutscher Verein von La Crosse, attended his funeral along with members of the Brewer’s Union.
Politically, John Gund’s party affiliation reflected broader shifts in German immigrant political participation during the second half of the nineteenth century. He supported the Whig ticket shortly after his arrival in the United States and voted Republican in the 1860s and 1870s, but his allegiance shifted to the Democratic Party in his later years. This may have been linked to the Democrats’ opposition to the growing prohibitionist movement in the United States and the support they enjoyed from populist, agrarian elements in Midwestern states like Wisconsin, Minnesota, and Iowa. No information exists on Gottlieb Heileman’s political views.
Networks
Members of both families were active in professional and personal networks of largely German-American composition both at the local and national levels. These networks often overlapped, particularly in the case of marriage. John Gund’s nineteen-year-old daughter, Louisa, married La Crosse brewer Charles Michel in 1872. This cemented a bond between the two families who operated the largest and second largest breweries in La Crosse, respectively, throughout the closing decades of the nineteenth century. Similarly, Gottlieb and Johanna Heileman’s daughters married men who would later play key roles in the management of their family firm in the twentieth century.
Family members also participated in professional associations related to the brewing industry. The Heileman family joined the United States Brewers’ Association in 1886 and members of the Gund family participated in the association’s lobbying efforts on behalf of the American brewing industry. The Heileman’s son-in-law, Emil T. Mueller, served as secretary of the Personal Liberty League’s La Crosse chapter. Supported by the U.S. Brewer’s Association, the League lobbied against prohibitionist policies at the local and state levels and worked to protect the business interests of breweries in Wisconsin and elsewhere.
Lastly, family members were active in local civic associations and enterprises in La Crosse. John Gund’s eldest son, George, served on the city’s Board of Trade as its first treasurer. Later, he was selected as president of the La Crosse Baseball Association in the late 1880s. He was also among the original investors in the city’s Street Railway Company in 1879, a position that gave him influence over the city’s economic development.
Immigrant Entrepreneurship
John Gund and Gottlieb and Johanna Heileman participated in the introduction of European lager beer and German beer culture to the United States in the middle of the nineteenth century. They initially served kegged beer to a largely German local clientele. Advertisements for their products appeared in German in local periodicals such as the Nord Stern. Labels for their early bottled products also contained German phrases and in the Heileman’s case listed the producer as “Heilemann City Brauerei.” Over time, though, John Gund and later Johanna Heileman expanded the scope of their respective breweries’ operations in order to provide bottled beer to a broader, regional consumer market that was less directly tied to German ethnicity. Their success in the lucrative Chicago market through tied houses helped to make both Peerless and Old Style well known among regional beer brands, and their advertising and bottle art embraced European iconography but typically avoided explicitly German references.
John Gund and Gottlieb Heileman acquired knowledge and experience in German brewing practices through apprenticeships, and they brought this knowledge with them to the United States. Both men entered the brewing trade on a limited scale after they immigrated and settled in the Midwest. No evidence exists that either man received remittances from family members in the German lands, so they likely had to accumulate slowly the necessary capital in order to open their brewery in 1858. Gund worked in a number of breweries in Iowa and Illinois before moving to La Crosse. Similarly, Heileman worked as a baker in Milwaukee before gaining experience as a foreman at two breweries in La Crosse. Once the partners founded the City Brewery, they pursued a conservative business strategy and likely reinvested their profits in the operation. Rather than trying to grow the business quickly and expand into distant markets, they found plenty of consumers in La Crosse and its hinterlands during the 1860s and 1870s.
Gund returned to Germany in 1873, shortly after he ended his partnership with Heileman. The purpose of the visit was social, but it is likely that he also surveyed the brewing landscape in Germany and brought back knowledge with him that he employed in founding the John Gund Brewery. It is unknown if Heileman returned to German at any point before his death in 1878.
Conclusion
The firms founded by German immigrants John Gund and Gottlieb Heileman reflected the broader fate of the American brewing industry in the twentieth century. Like hundreds of other breweries, the John Gund Brewing Company did not survive Prohibition. The family shut down the operation and eventually sold off the firm’s assets piecemeal over the next two decades. G. Heileman Brewing survived the turmoil of Prohibition and its professional managers eventually determined that the firm had to expand or fall victim to industry consolidation in the 1960s. Consequently, the corporation purchased breweries across the nation during the 1970s, while also fending off challenges from the other major brewing firms of the era, including Pabst, Miller, and Anheuser-Busch. At the same time, publicly-traded Heileman stock became a target for speculators. The firm fended off hostile takeover attempts successfully in the 1980s, but eventually sunk into bankruptcy and was acquired by Stroh in 1996.
La Crosse, Wisconsin, failed to emerge as a major center of brewing comparable to Milwaukee. It simply lacked the population and financial resources of its cross-state rival. By the beginning of the 1960s, Heileman was the only brewery left in the city, whereas Milwaukee was home to major national shipping breweries including Miller, Pabst, and Schlitz. These firms had the financial resources that Heileman lacked and were better able to weather the storm of industry consolidation in the 1970s.
Over multiple generations, the Gund and Heileman families left their mark on the economic and physical landscape of La Crosse. Both Heileman and Gund’s names remain part of the city fabric. One of the old Gund Brewery buildings now houses loft apartments and the former G. Heileman Brewery is currently operated as a contract brewery for a number of brands. Surrounded by busy brewery buildings, Gottlieb and Johanna Heileman’s large brick home still reflects the conservative values of the company’s German immigrant founder.
John Gund and Gottlieb Heileman found success by selling beer to their fellow immigrants. Over time, this success translated into greater business opportunities. Though neither firm exists today, both left a legacy that is felt within the local La Crosse community and the national brewing industry.

Historic Beer Birthday: August Uihlein

August 25, 2025 By Jay Brooks

Today is the birthday of August Uihlein (August 25, 1842-October 11, 1911). He was born in Wertheim am Main, Baden, Germany. He came to the U.S. with his grandfather and August was educated as a brewer in the U.S., working initially for the Uhrig Brewery in St. Louis. In 1867, he returned to Milwaukee, Wisconsin, where his grandfather had settled, and “joined what was now the Joseph Schlitz Brewing Company, the same brewery that had been founded by his uncle August Krug in the 1840s (Krug’s widow, Anna Maria, had married Joseph Schlitz in 1858).”

On the death of Schlitz in 1875, control of the firm passed into the hands of Uihlein and his brothers. When Mrs. Schlitz died in 1887, the Uihlein brothers acquired complete ownership of the corporation. Uihlein was secretary and chairman of the board (1874–1911). He was also actively involved in banking, real estate, and many other Milwaukee businesses.

Here’s a biography of August Uihlein from Find-a-Grave:

Brewer and business executive. He was the first of the Uihlein dynasty that owned and operated Joseph Schlitz Brewing Co. over the years. Born Georg Carl August Ühlein, son of Josef Benedikt Ühlein and Katherina Krug, in Wertheim am Main, Baden, Germany. At age eight he endured a rough immigration on the way to Milwaukee, Wisconsin, in 1850, traveling with his grandfather, Georg Krug. He survived the mid-Atlantic fire and sinking of the S.S. Helene Schlomann, during which his grandfather managed to save him and $800 in gold that was subsequently used to expand his uncle August Krug’s brewery and to hire a bookkeeper, Joseph Schlitz. He attended Milwaukee’s German-English Academy, then studied at St. Louis University in Missouri (1855 to 1857). His uncle, August Krug, died in 1856 and Schlitz became the manager of the brewery and two years later married Krug’s widow and changed the name to Joseph Schlitz Brewing Co. In 1858, at age 16, Uihlein convinced Schlitz to hire him as a bookkeeper after only 60 days training in the subject in St. Louis. August proposed to take a company inventory and revamp the brewery’s accounting system from single to double-entry bookkeeping. While holding down a full-time job (age 17) at the Second Ward Savings Bank (now First Wisconsin) without salary, he applied this training to the brewery’s accounting during evenings. For his efforts at the bank, he received a gold pen from Valentine Blatz after a year of service. He then worked the Uhrig Brewery in 1860 in St. Louis (the Uhrig family had a summer home in Milwaukee) as a bookkeeper, collector, and shipping clerk for $20 a month and two years later, shortly before his 20th birthday, he was promoted to the position of general manager. Returning to Milwaukee in 1867, he became the bookkeeper for the Joseph Schlitz brewery, and on the death of Schlitz in 1875, management control of the firm passed into the hands of him and his brothers, all nephews of the brewery’s original founder, August Krug. Along with his brothers Henry and Edward, he continued the business strategies initiated by Schlitz. The company developed a system of agencies across the United States to sell beer, and developed its own vast rail distribution network. When Mrs. Schlitz died in 1887, the Uihlein brothers acquired complete ownership of the enterprise. From a ranking of tenth largest US brewer in 1877, their national marketing plan propelled the company to third by 1895. Sitting among the top three breweries was little comfort when prohibition came about. The company met the challenge as did others, restructuring the brewery as Joseph Schlitz Beverage Co. to produce near beer, yeast, soft drinks, malt syrup and a chocolate candy named “Eline” (a phonetic play on the family name). Returning to brewing in 1933, the company launched an acquisition plan and new construction that led them to second and then first place in US beer production. For the next 40 the years the company would remain near the top and at one point was ranked as the largest in the world. August Uihlein was Schlitz company secretary from 1874 and also chairman of the board from 1880 until his death in 1911, and was prominently identified with banking, real estate, and many other Milwaukee enterprises. Interested in racing horses, he maintained a large stock farm near Kenosha and was the owner of the famous trotting-horse champion, “Harvester.” Noted for his local philanthropy, he donated large sums to the German-English Academy and to the Milwaukee Public Library. He died while visiting in Germany.

Uihlein family photo, early 1880’s – bottom row, from left; Charles, superintendent of the bottling works; Edward, vice president in charge of developing the Chicago markets; Henry, president. Top row, from left; William J., assistant superintendent of the brewery; Alfred, superintendent and brewmaster; August, secretary and chief operating officer.

Historic Beer Birthday: Adam Eulberg

August 15, 2025 By Jay Brooks

Today is the birthday of Adam Eulberg (August 15, 1835-May 20, 1901). He was born in Nassau, Germany but moved to Portage, Wisconsin with his family when he was 19, in 1854. In 1884 he and his brother Peter bought the City Brewery, which had been founded in 1852 by Carl Haertel. His brother Peter passed away suddenly shortly thereafter and Adam carried on the business alone, at least until his two sons were old enough to join him. Adam and Peter renamed the brewery Eulberg Bros. Brewery, but Adam’s family changed it to the Eulberg Brewing Co. in 1907. They survived prohibition making soda, and resumed beer production after repeal, but the Eulbergs sold the business in 1944. It closed for good in 1958.

This is Eulberg’s obituary from the American Brewers’ Review:

Eulberg-brewery-1880 — The Eulberg Brewery before he bought it, in 1880.

This short history of the brewery is from the Wisconsin Historical Society:

Milwaukee dominated Wisconsin’s early brewing industry, but successful breweries were found in communities throughout the state. In 1852, German immigrant Carl Haertel began producing beer in Portage, Wisconsin. In 1884, brothers Adam and Peter Eulberg, also originally from Germany, acquired the Haertel Brewery. The Eulberg Brewing Company remained in the family until 1944 and shut its doors permanently in 1958.

And here’s another history of the brewery building itself, which is still standing in downtown Portage, Wisconsin.

As far as I can tell, he’s not related to Caspar Eulberg, who was born in roughly the same area of Germany, and started a brewery in Galena, Illinois called C. Eulberg & Sons.