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Beer In Ads #11: Schlitz Just Couldn’t Wait

December 24, 2009 By Jay Brooks

ad-billboard
Today’s ad was chosen with Christmas is mind. It’s a Schlitz ad from 1950 and it was created by famed illustrator Albert Dorne.

I love the story unfolding in the ad. The guy is pouring the beer while peering mischievously up at the clock, which reads just a few minutes to midnight. Presumably that means they’re putting up their tree Christmas Eve at the very end of the day. Talk about procrastinators! But then there’s the look on the woman — doing all the work, as usual, right ladies? — who looks aghast at the effrontery. Or is that bemusement? Surprise? Hard to say. But it’s pretty funny, I’d say.

Anyway, drink up. Happy Xmas Eve.

schlitz-life-12-25-1950
If you can’t read the text, either click on the ad for a larger view or read the transcription below.

Just Couldn’t Wait

When a man’s Christmas present is a case of Schlitz, who can blame him if he opens it a little early?

This great beer has a matchless flavor all its own. We think you’ll like Schlitz best, too. And if you’re looking for a present for someone hard to please, remember…Schlitz tastes so good to so many people, it’s

The Largest-Selling Beer in America

Filed Under: Art & Beer, Beers Tagged With: Christmas, Holidays, Schlitz, Wisconsin

Sheboygan Brewing History

June 5, 2007 By Jay Brooks

maps-wi
Just hearing the word “Sheboygan” brings a smile to my face. I don’t know why exactly — and I certainly mean no disrespect to the town’s residents — but it’s just one of the words. The name is believed to be a Chippewa word, probably meaning “a noise underground,” or “river disappearing underground,” though some scholars think it may have meant “perforated object, as a pipe stem.” It just makes me laugh every time I hear it.

Sheboygan-postcard

In the wonderful Billy Wilder movie “Some Like It Hot,” Josephine and Daphne (played by Tony Curtis and Jack Lemmon) went to the Sheboygan Conservatory of Music. It’s located in eastern Wisconsin along the shores of Lake Michigan. The town itself has a population of just under 50,000, or almost exactly the same as the town I live in, Novato, California. But we have only had one brewery throughout the entire history of the town. Sheboygan, by contrast, has had as many as eleven at one time throughout its own history. That’s according to Bill Wangemann’s latest column in the Sheboygan Press where he details some of the breweries that have operated in Sheboygan over the years.

The earliest Sheboygan brewery was the Gutsch Brewing Co (later Kingsbury Brewing Co), which first opened in 1847. In the photo below, from the Sheboygan County Historical Research Center in Sheboygan Falls, a “truck from the Gutsch Brewing Co. is loaded with beer for delivery by driver Edwin Kreuter, right. The other man is unidentified.”

gutsch-brewing

Filed Under: News Tagged With: History, Midwest, Wisconsin

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