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Beer was popular at the turn of the century. It was big business and employed over a million people, not only in the brewing industry, but in agriculture too. In this area of old time ads, you will see some familiar names that are industry leaders even today. The ads have changed and become slicker and sexier, but the product remains nearly unchanged today.

 Ernie Mayne - Lloyd George's Beer - 1917 - Press Play Button

 

Here is an article that ran in The San Francisco Call, April 20, 1906

The making of beer - Is a most interesting process. At the same time, it Is, in its anheuser busch budweiser ad 1906essentials, a very simple one. The first, process is that of malting, namely, the preparation of the barley by germination or growth for the process of mashing. The barley is first cleaned in order to remove foreign seeds, straw, broken kernels, etc., by means of sieves and blower fans. The barley is then placed in steep tanks containing water of a certain temperature. The grain remains in the steep tank until it has absorbed the desired amount of water, which requires usually about 48 hours. Then the water in the steep tank Is drained off and the wet barley dropped upon a floor below by , opening the bottom of the steep tank. There the barley dries out somewhat and begins to sprout or grow, pure air being supplied to help this process by aeration. This growth usually takes about five days, during 'which time water is sprinkled upon the barley whenever it becomes too dry.

Own this beautiful Bock Beer Vintage Artwork as a Poster or Print


When the malt shows the desired degree of sprouting it is conveyed to a kiln forsan antonio brewing assn. pearl beer 1906 drying. For this purpose it is subjected to varying high temperatures for from 2O to 24 hours. Next, the malt passes through a second cleaning process, and it is then considered suitable for brewing purposes. The actual brewing is accomplished in three departments of the brewery, namely, the elevator or millhouse, where the materials are prepared and weighed, the brewhouse, where the "wort" is produced, and the cellars, where the "wort" is fermented and treated to produce the finished beer. The arrangement is on the " gravity plan — that is, in each department the material of "wort" or beer is elevated or pumped only once to the top, and from there descends through the different stages of manufacture by gravity.
 

 


the lion brewery 1898In the millhouse the malt is weighed in a scale hopper, and thence passes through the malt mill, where 'It is crushed, so as to loosen the starch in the kernels. The crushed malt is then transferred to the storage hoppers in the brewnouse, ready for use. In the brewhouse are hot and cold water tanks, the malt and cereal hoppers, the cereal cooker, the mash tub, the kettle, the hopjack and the cooler. The mashing process is, of course, one of the most important in the pabst milwaukee in 1898manufacture of the beer. When the "wort" reaches the kettle, hops are added, and when the mixture has been properly boiled the beer passes gradually to the cooler.
After cooling it goes to the cellar, where it is fermented, otherwise treated and made ready for the market.

Then there was this ad that ran in the Times Dispatch on June 18, 1908 -

dr gives patients schlitz beer ad

Here's the fine print:

Nurse: "Why is it, Doctor, that you use Beer instead of
malt extract?"
Doctor: "Schlitz Beer, Nurse.
Because I have found that my patients assimilate it better and that there are no ill effects. Have you found anyone under your charge who did not benefit from it?"
Nurse: "No, Doctor. While some patients at the Hospital where I was before were sickened by malt extract, I have never noticed such result from Schlitz Beer here. Even those just recovering from an operation retain Schlitz Beer. Often it is the only food they can take."
Doctor: "It is the best nourishment. The care given its brewing, to cooling it in filtered air, makes Schlitz Beer so

 Schlitz Beer Radio Commercial

pure that no harm can come from it. Schlitz Beer, too, has a richness in food value, greater than I have found in any other beer, due to the barley, hops and yeast used."hoffschlaeger brewing what looks like miller beer in 1989
Nurse: "Why is it, Doctor, Schlitz never causes biliousness?"
Doctor: "Because Schlitz is thoroughly aged. Fermentation is completed at the brewery, not in the patient's stomach. The final step after bottling and sealing is the sterilization through which it is impossible for any germ to exist."
Nurse: "My patients seem to enjoy the taste of "Schlitz."
Doctor: "Yes. Even old world brew-masters have complimented Schlitz on its full rich flavor, proving the goodness of all the materials."
Nurse: "If Schlitz Beer is such a benefit to the sick it ought to be good for the well."
wielands beer california 1906Doctor: "It is. And if those who are well would drink more of it we would have fewer anemic patients. We would have less stomach trouble and nerve disorder. In every way the use of Schlitz promotes health."
Ask for the Brewery Bottling.
Common Beer is sometimes substituted for Schlitz.
To avoid being imposed upon, see that the cork or crown is
branded Schlitz.

Now that is a stretch to say the least and I doubt that could run in today's ads. I especially like the part where they say after an operation "It's the only food they can take" in the Hospital ... jeesh!