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Jay R. Brooks on Beer

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Historic Beer Birthday: Joseph F. Hausmann

February 20, 2025 By Jay Brooks

hausmann
Today is the birthday of Joseph F. Hausmann (February 20, 1887-November 30, 1916). I couldn’t find much of anything about Hausmann, apart from this. He was the brewmaster of Capital Brewery in Madison, Wisconsin, which was founded in 1854. In 1891 it changed its name to the Hausmann Brewing Co. when, presumably, he bought the brewery.

Joseph-Hausmann

This is a short obituary from the 1917 American Brewers’ Review.

JF-Hausmann-obit
This is what his brewery looked like.

hausmann-capital-brewery

hausmann-esserprepro

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: History, Wisconsin

Beer In Ads #4799: Pabst Bock Beer

November 21, 2024 By Jay Brooks

After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. Bock, of course, 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.

Thursday’s ad is for the Pabst Brewing Co. originally founded in Milwaukee, Wisconsin. This poster for their “Bock Beer” was created in 1936 by an unknown lithographer.

Filed Under: Art & Beer, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Pabst, Wisconsin

Beer In Ads #4798: Pabst Genuine Bock Beer

November 20, 2024 By Jay Brooks

After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. Bock, of course, 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.

Wednesday’s ad is for the Pabst Brewing Co. originally founded in Milwaukee, Wisconsin. This poster for their “Genuine Bock Beer” was created in 1963, although I believe it may have ben based on earlier advertising art.

Filed Under: Art & Beer, Beers, Just For Fun Tagged With: Advertising, Bock, History, Pabst, Wisconsin

Beer In Ads #2666: You’ll Like The Taste Of Old Style Lager

June 9, 2018 By Jay Brooks


Saturday’s ad is for Heileman’s Old Style Lager, from the 1950s. The ad shows a female bowler (look for it, you’ll see it) smiling and holding up a bottle of beer with a list of interesting reasons why “You’ll like the taste of Old Style Lager.” But I especially like the tagline at the bottom: “We don’t aim to make the most beer; only the best.” You don’t often see semicolons in ad copy, so that’s a bonus.

Old-Style-Lager-1950s

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

Hungover Heroes: Max McGee

July 16, 2017 By Jay Brooks

packers
Today is the birthday of Max McGee. Don’t worry if you’ve never heard his name, most people haven’t. He “was a professional football player, a wide receiver for the Green Bay Packers in the NFL. He played from 1954 to 1967, and is best known for his 7 receptions for 138 yards and two touchdowns in the first Super Bowl in 1967.” And it’s his performance in that first Super Bowl that was so amazing, in no small part because he was badly hungover.

In 1967, McGee was at the end of his career. In fact, it was the second-to-last season he played. He was not a starter for the Packers that year they went to the first Super Bowl, and caught only four balls all year. So apparently, not expecting to play at all during the Super Bowl, the night before he broke curfew and spent the night with two women he met at the hotel bar. He rolled in around 6:30 a.m. the morning of the big game, passed Bart Starr in the hallway just getting up, and tried to catch a few winks before game time.

He was feeling pretty rough, but took his spot on the bench, fully expecting to be glued to it all game. He told starting wide receiver Boyd Dowler “I hope you don’t get hurt. I’m not in very good shape,” referring to the fact that he was badly hungover. Unfortunately, shortly after the game started, Dowler separated his shoulder and came out of the game, replaced by McGee. He had to borrow a helmet from another teammate, because he had left his in the locker room. McGee was reportedly startled as he heard Vince Lombardi yell, “McGee! McGee! Get your ass in there.”

max-mcgee-catch

A few plays later, McGee made a one-handed reception of a pass from Bart Starr, took off past Chiefs defender Fred Williamson and ran 37 yards to score the first touchdown in Super Bowl history. This was a repeat of his performance in the NFL championship game two weeks earlier, when he had also caught a touchdown pass after relieving an injured Boyd Dowler. By the end of the game, McGee had recorded seven receptions for 138 yards and two touchdowns, assisting Green Bay to a 35-10 victory.

Just check out that first catch, for the very first touchdown in a Super Bowl. Unfortunately, the NFL won’t allow you to watch the video on my site, even though you can see it on YouTube or directly the NFL website. Thank goodness they protected a 50-year old event from being seen here. Who knows what money might have been lost by them had you been able to see it here instead of their own website.

Here’s more about the story from Sports Illustrated:

McGee came to California ready to party. He chafed at a week of locked-down training camp in Santa Barbara and when the team moved to Los Angeles on the eve of the big game, he made plans with those two flight attendants, assuming that Hornung, who was nursing an injured neck and wouldn’t play in the game, would join him. McGee snuck out after assistant coach Hawg Hanner’s 11 p.m. bed check and soon afterward, called Hornung. “He called and said ‘I’ve got two girls and yours is gorgeous,’ ” says Hornung. ” ‘Come out and have a couple drinks with us.’ ” The fine was at least $5,000 and Hornung was getting married later that week and his neck was sore. He declined. The next time he heard from McGee was at 6:30 the next morning. “He called from the lobby and asked if they did a second check. I said ‘No, you lucky bastard, now get your ass up here.’ ”

Before every game, Dowler, Dale and McGee would have a brief, ritual meeting to go over the game plan and review tendencies one last time. “We’re having our little meeting,” says Dowler, 79 and living in Richmond, Va., “and Max says, ‘Whatever you do, don’t go down today.’ I said, What do you mean? Max says, ‘I was out all night and I had a few more drinks than I should have and I didn’t get much sleep. So just don’t go down.'”

super-bowl-i-kansas-city-chiefs-v-green-bay-packers-1

Dowler says, “Max had a strong constitution. I figured he could deal with it. But he did not expect to play.” This was a potential problem. Dowler had played most of the 1965 season and all of the ’66 season with a bad right shoulder; a calcium deposit had developed on the joint. Yet the Packers’ coaching staff had seen weaknesses in the Chiefs’ pass defense, including a propensity to leave the middle of the field open on blitzes. Starr was going to throw the ball extensively. “Plus, their defensive backs,” says Dowler. “They had ‘The Hammer’ [future Hollywood actor Fred Williamson] on one side and some other guy, No. 22 [Willie Mitchell] on the other side. Neither one of them were very good, one-on-one. It wasn’t going to be like trying to beat Lem Barney or Night Train Lane [of the Detroit Lions].”

(McGee knew this, too. Maraniss, in When Pride Still Mattered, quotes McGee as telling Packers broadcaster Ray Scott, “I’ve been studying film and I’ve found me a cornerback. I’m gonna have him for breakfast, lunch and dinner.” Still, if he had expected to play, he most likely would have stayed in the night before. Or possibly not.)

On the Packers’ first series, McGee took a seat next to Hornung on the bench and made small talk about the night before and Hornung’s upcoming wedding. On the field, Lombardi opened with three consecutive running plays. On the third, Dowler executed a crackback block on Chiefs’ free safety Johnny Robinson, who was dropping down in run support. “My shoulder was not in good shape at all coming into the game,” says Dowler. “I usually put a foam pad underneath my shoulder pad, but since we were going to be throwing the ball a lot, I wanted to have some flexibility. I took the pad out. When I hit Johnny Robinson, I heard the calcium deposit crack and I knew immediately that I was finished.”

super-bowl-i-kansas-city-chiefs-v-green-bay-packers-3

McGee was summoned into the game, but couldn’t find his helmet. He put on a giant lineman’s helmet with a full cage and on his first snap missed connecting with Starr on a curl route. On the Packers’ next possession, Starr came out throwing: 11 yards to tight end Marv Fleming, 22 yards to running back Elijah Pitts, 12 yards to Dale. And then on third-and-three from the Kansas City 37, McGee ran a simple skinny post against Mitchell’s outside position and broke wide open. Robinson had blitzed, leaving acres of green in the middle of the secondary. Starr’s pass was far behind McGee, who reached back, controlled the ball and then turned straight upfield, into the end zone and history. It was a remarkable catch, by a man with a hangover and no sleep, running at full speed. McGee’s second touchdown, on another inside move against Mitchell, gave the Packers a 28–10 lead in the third quarter. That one came on a better throw by Starr, but McGee juggled it as he crossed beneath the goalposts, which were on the goalline. “The game of his life,” says Hornung.

Max-McGee-Signed-Packers

You can also see more video from television programs talking about McGee performance, such as when a TV show ranked the Top 50 Super Bowl Performances, and picked McGee’s Super Bowl I play as #31, and in another show which ranked McGee’s catch #10 among the “Top 10 Super Bowl Plays.”

And while it’s true that I’m a giant Green Bay Packers fan, and they’re the only football team I’ve ever rooted for, I still love this story about how the hungover Max McGee helped them win the first Super Bowl in 1967.

McGee-1962-Topps

Filed Under: Beers, Just For Fun, Related Pleasures Tagged With: Football, History, Sports, Wisconsin

Schnitzelbank

October 24, 2016 By Jay Brooks

schnitzelbank
Several weeks ago, while researching the birthday of Pennsylvania brewer Henry Fink, I happened upon the advertising poster below. Intrigued, because I’m fascinated with symbols, I couldn’t make out what they were because the largest image I could find is this one. All I could figure out at the time was that it had something to do with a song.

harrisburgfink

Eventually I gave up, and moved on, because if I’m not careful I’ll keep going off on tangents and down rabbit holes until I’ve gotten myself well and truly lost, not to mention wasted hours of unproductive time. But I kept coming back to it, and eventually, I had to figure out what exactly it was or go crazy. So I started taking a closer look into the poster and figured out that they’re all over the place and it’s a famous German song called the “Schnitzelbank.” And the Fink’s ad poster, or versions of it, is everywhere and has been used by breweries, restaurants and others for years. Which makes sense because, although it’s a “German-language ditty for children and popular among German Americans with an interest in learning or teaching German to their offspring,” it’s also commonly sung by adults for entertainment and nostalgia, and usually while they’re drinking beer.

Schnitzelbank-amazon-poster

In German, Schnitzelbank apparently “literally means ‘scrap bench’ or ‘chip bench’ (from Schnitzel ‘scraps / clips / cuttings (from carving)’ or the colloquial verb schnitzeln “to make scraps” or “to carve” and Bank “bench”); like the Bank, it is feminine and takes the article “die”. It is a woodworking tool used in Germany prior to the industrial revolution. It was in regular use in colonial New England, and in the Appalachian region until early in the 20th century; it is still in use by specialist artisans today. In America it is known as a shaving horse. It uses the mechanical advantage of a foot-operated lever to securely clamp the object to be carved. The shaving horse is used in combination with the drawknife or spokeshave to cut down green or seasoned wood, to accomplish jobs such as handling an ax; creating wooden rakes, hay forks, walking sticks, etc. The shaving horse was used by various trades, from farmer to basketmaker and wheelwright.”

shaving-horse-old
A traditional shaving horse around 200 years old.

And that’s also why the posters always include a Schnitzelbank, because in addition to it being the title, it’s also how the song begins.

schnitzelbank1

Here’s one description of the Schnitzelbank song:

A Schnitzelbank is also a short rhyming verse or song with humorous content, often but not always sung with instrumental accompaniment. Each verse in a Schnitzelbank introduces a topic and ends with a comedic twist. This meaning of the word is mainly used in Switzerland and southwestern Germany; it is masculine and takes the article “der”. It is a main element of the Fasnacht celebrations in the city of Basel, where it is also written Schnitzelbangg. Schnitzelbänke (pl.) are also sung at weddings and other festivities by the Schitzelbänkler, a single person or small group. Often the Schnitzelbänkler will display posters called Helgen [which is “hello” in German] during some verses that depict the topic but do not give away the joke.

Often the songleader uses the poster to lead people in the song, pointing to the symbols as they come up in the lyrics, as this photo from the Frankenmuth Bavarian Inn Lodge illustrates.

schnitzelbank-frankenmuth

The song uses call and response, with the leader singing one lyric, and the chorus repeating it back as it goes along. So here’s what the traditional version of the song sounds like:

Some Sauerkraut with Your Schnitzelbank? has an interesting reminiscence of a visit to a Fasching Sonntag in the St. Louis area around 1982, and includes his experience taking part in the singing of the Schnitzelbank song.

In the evening, everyone moved upstairs to the parish hall, which was the typical multipurpose gymnasium with a stage at one end. Set up with long tables in parallel rows on both sides, the band in place on the stage, and the large crowd ready for the music to begin, the hall had lost its bland, bare, everyday atmosphere. On the stage, off to one side, was a large easel with a poster on it. I didn’t pay much attention to it, thinking it was for announcements later in the evening. The band started, and the dancing began in the clear space down the middle of the hall, mostly polkas and waltzes, with a few variety numbers like the dreaded Duck Dance, which explained the need for pitchers of beer. Finally, when the crowd was well exercised and well lubricated, someone approached the easel with a pointer in his hand. People started shouting “Schnitzelbank! Schnitzelbank!” The music began, and the person with the pointer called “Ist das nicht ein Schnitzelbank?” and the crowd heartily responded “Ja, das ist ein Schnitzelbank!” Then came a chorus of music, to which everyone sang, “O Die Schoenheit un der Vand, da das ist ein Schnitzelbank.” And so it continued for several verses, the person on stage pointing to another object on the poster with “Ist das nicht ein.…?” and the crowd responding at the top of their voices. I was puzzled at first, but eventually joined in and didn’t think much more about it. I’m pretty sure that only a few people knew all the German words, and that some had memorized it over the years, while the ones in front were close enough to the poster to read the words under the pictures—everyone else just shouted a cheerful approximation of what they thought their neighbor was saying.

Schnitzelbank-1900-missouri

The Schnitzelbank, or Schnitzel Bank, is a song with short verses, meant to be sung the way it was at the Fasching Sonntag, with a leader and group response. It is sung in some areas of Germany for Fasching, Fastnacht, or Karnival, and also during Oktoberfest, and other occasions where there is a happy, celebratory crowd. In America, the posters are displayed at a few German restaurants and some tourist attractions with a German American heritage, such as the Amana Colonies in Iowa and some Pennsylvania Dutch locations. Singing the Schnitzelbank in America dates at least to the turn of the 20th century, which is when the John Bardenheier Wine and Liquor Company printed its version on an advertising poster.

According to “The Book of World-Famous Music: Classical, Popular, and Folk,” first published in 1966, the melody first appeared in 1761 by a French composer and lyrics were written a few years later, n 1765, and it was known as “Ah! Vous Dirai-Je, Maman,” but it became far more well-known as “Twinkle Twinkle, Little Star” and “Baa Baa Black Sheep” in subsequent years. Apparently it first appeared as “Schnitzelbank” in 1830.

schnitzelbank-music

This is the most common version of the poster, and as far as I can tell the symbols have become more or less fixed sometime in the mid-20th century. Perhaps it’s because one company is licensing the imagery to various purposes, or the song has simply evolved to its modern form, made easier by recordings and a growing number of shared experiences.

Schnitzelbank-maders-wisconsin

So let’s break down the most common version of the song:

schnitzelbank0

            SymbolTranslation
schnitzelbank1Is this not a Schnitzelbank?

(“Yes this is a Schnitzelbank”)

schnitzelbank17Short and Long
schnitzelbank2Him and Her
schnitzelbank3Criss and Cross
schnitzelbank6Shooting Gun
schnitzelbank18Wagon Wheel
schnitzelbank4Crooked and Straight
schnitzelbank5Big Glass
schnitzelbank7Oxen Bladder
schnitzelbank19Heap of Manure
schnitzelbank9Cantankerous Boy
schnitzelbank10Heavy Woman
schnitzelbank8Fat Sow
schnitzelbank11Tall Man
schnitzelbank12Fir Tree
schnitzelbank14Wedding Ring
schnitzelbank15Dangerous Thing

schnitzelbank13

schnitzelbank16

schnitzelbank-frankenmuth-clockFrom Mader’s Famous Restaurant in Milwaukee, Wisconsin.

Here’s another band performing the song. This is the Gootman Sauerkraut Band at the Bravarian Pretzel Factory 2014.

As I mentioned, this all started because a brewery used the Schnitzelbank poster as an advertisement. Apparently that was not unique, and I’ve find a number of others who did likewise. Here’s a few of them:

schnitzelbank-1930s-eastside
The Eastside Brewery of Los Angeles, California, from the 1930s.

schnitzelbank-1940s-drewrys
Drewery’s, the Canadian brewery, from the 1940s.

Huebner-Bock-Schnitzelbank-Lithograph-Signs-Pre-Pro-Huebner-Toledo-Breweries-Co-Huebner-Brewery
The Huebner Brewery of Toldeo, Ohio, from sometime prior to prohibition.

Sitters-Beverage
This one, though not for a specific brewery, was for Sitter’s Beverages, a distributor of beer, wine, liquor and cordials in Oshkosh, Wisconsin. It’s undated, but given that the telephone number is “1917” (yes, just those four numbers) I suspect it’s pre-prohibition. One source puts the date between 1912 and 1919.

Schnitzelbank-koerbers
A promotional towel, from Koerber’s Brewery, also from Toledo, Ohio.

Schnitzelbank-Post-Cards-Pearl-Brewing-Co
The Pearl Brewery of San Antonio, Texas

Schnitzelbank-Jacob-Ruppert-1907

Jacob Ruppert’s Brewery of New York City, 1907. Though notice that the almost uniform symbols were changed for Ruppert’s ad, substituting his own beer and brewery, along with other more beer-friendly items into the song list.

Schnitzelbank-1907-postcard

Although it’s possible that the symbols weren’t quite as settled in the early 20th century, as this postcard, also from 1907, has several that deviate from the standard symbols, including some also in the Ruppert’s poster, but also some that are not in that one.

vintage-yuengling-schnitzelbank-linen

Yuengling Brewery also apparently had their own Schnitzelbank poster, based on the Ruppert’s design. This one is a linen towel being used as a window shade, though it’s too small for me to read the date.

schnitzelbank-1934

Though the Ruppert’s design appears to be copyrighted again in 1934, based on this generic one found by someone in an antique store.

Schnitzelbank-1953-Falstaff

Likewise, this one for Falstaff Beer uses the traditional symbols, but adds two more, one for “Gutes Bier” (good beer) and “Falstaff Here.”

rathskeller-schnitzelbank

This one’s also not from a brewery, but the Alpine Village Inn in Las Vegas, Nevada. This one’s newer, as it opened in 1950, became somewhat famous, but then closed in 1970.

Schnitzelbank-penna-dutch

This one is labeled as being a “Pennsylvania Dutch Schnitzelbank” and has 20 symbols rather than the standard sixteen. And only eight of those are the usual ones. I don’t know how I missed it growing up (I grew up near Pennsylvania Dutch country in Pennsylvania, and in fact my grandparents grew up on Mennonite farms, but were the first generation to leave them).

amana-schnitzelbank

Apparently it’s also a big deal in Amana, Iowa, where there’s a gift and toy store called the “Schnitzelbank” and where, in 1973, the Amana Society created this Schnitzelbank poster.

German-Schnitzelbank-Poster

schnitzelbank-placemat
The Schnitzelbank Restaurant in Jasper, Indiana, uses the poster as their placemats.

This random German poster, which translates as “Oh you beautiful Schnitzelbank” has only about half of the standard symbols on it. I’m not sure when this one was created but it’s available on Polka Time as an “Oktoberfest Poster.”

Schnitzelbank-new-paltz-band
Also more modern, the New Paltz Band has their own version of the song using non-standard symbols.

Schnitzelbank-Marv-Herzog

And speaking of music, Marv Herzog used the poster on an album cover. The album, of course, included the Schnitzelbank song.

And lastly, the Animanics did their own version of the Schnitzelbank song in episode 56 entitled “Schnitzelbank,” which aired in 1994. It’s described as “a traditional German song that the Warners learn in German from Prof. Otto von Schnitzelpusskrankengescheitmeyer. The lyrics were adapted by Randy Rogel.”

schnitzelbank-conductor
From Henry Sticht’s “Schnitzelbank Two-Step,” 1907.

Filed Under: Beers, Just For Fun, Related Pleasures Tagged With: Germany, Humor, Music, Pennsylvania, Wisconsin

Beer In Film #75: Tour of Miller’s Milwaukee Brewery

March 16, 2014 By Jay Brooks

brookston-film
Today’s beer video is an interesting tour of the Miller Brewery in Milwaukee. Most of the tours I’ve taken have been with consumers, brewers or some mix of beer people, but this one was done by Industry Week, who’s mission is “Advancing the Business of Manufacturing.” They also put on an annual IW Best Plants Conference , with seminars and plant tours of local manufacturers. The 2008 conference included this Tour of the Miller Brewing Company’s Milwaukee Plant. As a result, it’s more focused on the manufacturing aspects if the brewery, which is pretty cool.

Filed Under: Breweries, Just For Fun, Related Pleasures Tagged With: Science of Brewing, Wisconsin

Beer Type Taste Guide By Ale & Lager

September 12, 2013 By Jay Brooks

beer-styles
Today’s infographic was created by Eddie’s Alehouse in Sun Prairie, Wisconsin, showing many of the types of beer they carry on a chart showing where each falls on two axis, one for fruity and malty, and the other sweet and bitter.

eddie-s-alehouse-beer-infographic-beer-type-taste
Click here to see chart full size.

Filed Under: Beers, Just For Fun Tagged With: Beer Styles, Infographics, Pubs, Wisconsin

Beer In Ads #895: What Made Milwaukee Change Its Mind?

May 24, 2013 By Jay Brooks


Friday’s ad is for Blatz Beer, from 1953. Oddly, showing the evolution of bowling, equating that to the march of progress. In “modern times,” the bowlers of Milwaukee all drink Blatz, apparently. I love the red belt and red argyle socks that the “modern” man is wearing. Now that’s a modern outfit.

Blatz-1953-bowling

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

Beer-Powered Hospital

September 20, 2012 By Jay Brooks

green-planet
Here’s a fun one, sent in by friend of the Bulletin Alan — a.k.a. The Professor. City Brewery in La Crosse, Wisconsin (the same one that rescued the Latrobe brewery) is taking a novel approach to its energy use and has found a way to be charitable at the same time. They’re figured out a way to use their brewing bio-gas byproducts to “create three million kilowatt hours per year of electricity by capturing, cleaning and burning using a process through an engine called a Jenbacher.”

They then donate all that energy to a nearby hospital, the Gundersen Lutheran Health System, which takes the electricity produced by City Brewery, using it to produce 10-13% of their total energy needs. The hospital is trying to reach complete energy independence by 2014. Below is a short video explaining it all.

Filed Under: Breweries, Just For Fun, News Tagged With: Video, Wisconsin

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