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December 02, 2008

HIstorical Tidbits: Beer. Malt Liquor And The Ladies

Beer, a reporter for Ladies' Home Journal told readers in 1966, "has recently burst forth into new bloom."

One of the "most startling" developments in all-things-beer was malt liquor," sold in "joyful pull-open cans." "They look like the palest of ales," gushed the magazine's writer, with a "golden" "sparkle," and possessing "a sophisticated undertone of bitterness."

"Their most defiant characteristic is that they are often -- and correctly -- served on the rocks as a cocktail, with or without a lemon twist, or as wine, with your meal, never in a stein or big beer mug, but in your frailest, finest crystal goblets or brandy snifters."

Recommended brands for the magazine's readers? Colt 45, Country Club, and Schlitz Malt Liquor, sold in 7-ounce cans, "a genteel and satisfying portion."

Perfect, presumably, for the genteel readers of Ladies' Home Journal.

Source: "Wine, Women & So On," Ladies' Home Journal 83 (September 1966): 116.

October 06, 2008

Historical Tidbits: Beer. The "Rise" of Miller Brewing

It's rare that the presence or absence of one person makes a historical difference (I said "rare," not impossible). But I think that the death of Fred C. Miller in 1954 altered the course of American brewing.

Miller was aggressive, ambitious, smart -- all on a grand scale. He was the first beermaker to come along in decades who showed the potential to go head-to-head with the Busch family, particularly Gus Busch, who ran A-B from the late 1940s until the mid-1970s.

Miller became company president in 1947, and over the next few years, he shoved, pushed, prodded, and otherwise steered his family's brewing company not-much-of-anything into the ranks of the top ten.

But in late 1954, he died (in a plane crash) -- and Miller Brewing lost its way. As Miller faltered, A-B solidified its position as the dominant player in American brewing.

Had Fred Miller not died, I believe the course of American brewing would have turned out differently: Fred Miller would have transformed his family's company into a formidable powerhouse. He would have challenged A-B's dominance. He would have been able to command-and-direct in a way that, for example, Bob Uihlein was not able to do at Schlitz during the same period.

Put another way, in the 1950s, Gus Busch met his match in Fred C. Miller. Things might have turned out differently had Miller lived.

I can't prove that, of course, but hey -- what's all that research good for if I can't express an informed opinion.

Anyway -- consider the shifting brewery rankings and brewery outputs from the mid-1940s on:

1945:
# 1 brewer: Anheuser-Busch (3.7 million bbl.)
# 16: Miller (729,000 bbl)

1946:
1: Pabst (3.3 million bbl)
17: Miller (644,000 bbl)

1947:
1: Schlitz (3.9 million bbl)
20: Miller (806,000 bbl; Fred C. becomes company president)

1948:
1: Schlitz (4.2 million bbl)
19: Miller (911,000 bbl)

1949:
1: Schlitz (4.6 million)
11: Miller (1.3 million)

1950:
1: Schlitz (5 million)
8: Miller (2.1 million)

1951:
1: Schlitz (5.7 million)
6: Miller (2.1 million)

1952:
1: Anheuser-Busch (6 million)
5: Miller (3 million)

1953:
1: A-B (6.7 million; A-B would hold onto number one rank into next century)
8: Miller (2.1 million; Fred's one mistake: A strike during this year shut down his only plant; his major competitors all had multiple plants and could keep brewing.)

1957:
1: A-B (6.1 million)
10: Miller (2.3 million)

1958:
1: A-B (6.9 million)
10: Miller (2.3 million)

1961:
1: A-B (8.5 million)
10: Miller (2.7 million)

1962:
1: A-B (9 million)
10: Miller (2.8 million)

1971:
1. A-B (24.3 million)
6: Miller (5.2 million; Miller now wholly owned by Philip Morris, which dumped billions into the company.

1972:
1: A-B: (26.5 million)
8: Miller: (5.4 million)

1975:
1. A-B (35.2 million)
4: Miller (12.9 million; in February, Miller introduced Miller Lite)

1978:
1: A-B (41.6 million; about what Miller made in 2007!)
2. Miller (31.2 million)

1980:
1: A-B (50.2 million)
2. Miller (37.3 million)

The rest, as they say, is history. By c. 2000, A-B was nearing 100 million barrels a year; Miller hovered around 40 million. In late 2007, Miller's new parent company, SABMiller, and MolsonCoors, the parent of Coors Brewing, announced they would merge their North American operations in a joint venture called MillerCoors.


September 29, 2008

Historical Tidbits: Beer. FTC Says Beer Is Not Bread!

November 10, 1944: The Federal Trade Commission ruled that beer and bread are not the same thing.

This breathtaking announcement was aimed at the members of the Minnesota Brewers Association.(*1) They'd been running ads claiming that the "nutritional value" of beer was "comparable" or "equivalent" to that of bread.

The FTC ordered them to cease and desist. Why? Because the two weren't equivalent. Consumers would have to down 3.5 bottles of "ordinary" beer in order to gain the same carbohydrates found in four slices of "enriched white bread" (like Wonder bread). They'd have drink 4.5 bottles to obtain as much protein and B1 -- although they'd only have to drink one and a half bottles to get the same number of calories.

"Accordingly," explained the FTC announcement, a "working man" would have to "ingest relatively large amounts of beer to obtain the [same] nutrients and calories" contained in "a relatively small amount of white bread."

Moreover, the FTC added in case the brewers still didn't get it, beer and bread were fundamentally different: Bread contained fiber and fat; beer did not. Beer contained alcohol; bread did not.

American tax dollars at work, 1944.


*1: The Minnesota Brewers Association included Duluth Brewing and Malting; Fitger Brewing; People's Brewing; Ernest Fleckenstein Brewing; Schutz & Hilgers Jordan Brewing; Kiewel Brewing; Mankato Brewing; Gluek Brewing; Minneapolis Brewing; John Hauenstein Company; August Schell Brewing; Theo. Hamm Brewing; and Jacob Schmidt Brewing.

Source: "FTC Rules Bread Tops Beer As Food," New York Times, November 11, 1944, p. 16.

September 24, 2008

Historical Tidbits: Beer. From SBA to BAA, 1952

In 1952, the members of the Small Brewers Association, the trade and lobbying group for the nation's smallest beermakers, decided that the word "small" did not accurately reflect the prestige of the association or its 150-odd members. (At the time, there were some 300 breweries in the U.S.)

Time for a new name. Henceforth, the SBA, which began life in 1942 as the Small Brewers Committee, would be known as the Brewers' Association of America.

The BAA survived until 2005, when it merged with the Boulder-based Association of Brewers to become the Brewers Association.

Source: Modern Brewery Age 48 (September 1952): 79.

September 22, 2008

Historical Tidbits: Beer. Great American Beer Festival, 1985

In late May, 1985, a reporter for the Boulder Daily Camera interviewed Daniel Bradford, director of the Great American Beer Festival, a two-day event scheduled to begin later that week in Denver.(*1)

Bradford predicted that three or four thousand people would attend the GABF, whose 1985 theme was "Oktoberfest of the West." Festival-goers would sample beers from thirty-four "microbreweries" (up from 20 who submitted beer in 1984). The GABF coincided that year with the National Homebrew Competition, where judges would taste more than six hundred entries.

The first 2,000 people through the door would receive "commemorative mugs," as well as a "60-page almanac" containing essays on beer history and beer styles as well as information about homebrewing.

Tickets were $10 in advance, $12.50 at the door.(*2)

*1: In the early 1990s, Bradford became publisher of All About Beer magazine and also served as director of the Brewers Association of America, the trade group for small American brewers. In 2005, the BAA merged with the Association of Brewers, the sponsor of the GABF, to become the Brewers Association. Bradford is still publisher of All About Beer, which also sponsors the World Beer Festival.

*2: $10.00 in 1985 is equal to about $19.00 in 2006 dollars. Tickets for the 2008 GABF? $50.00 ($20.00 for designated drivers.)


Source:
"Great American Beer Festival Offers 100 Brews for Tasting," Boulder Daily Camera, May 29, 1985, p. 2e.

September 08, 2008

Historical Tidbits: Beer. Foreign Investors, 1889

In the 1880s and 1890s, British investors enjoyed what can only be described as an excess of cash. No surprise, they hunted for places to invest it: Africa, Asia (especially China), South America. And, of course, the United States, where they poured money into railroads, mines, cattle ranching -- and brewing.

Dozens of American brewing companies passed into British hands, including Blatz Brewing (for $3 million in stock, or $60 million in today's dollars).

Many brewers applauded this trend, including the editor of the nation's most important brewing trade journal, Western Brewer:

"Though it may conflict with the American idea of patriotism that the breweries of this country should pass to . . . the control of foreign capitalists," he wrote, the British invasion should be seen as evidence that "the brewing business is in good substantial condition, that beer is becoming the popular beverage of Americans and that intelligent . . . foreigners with money to invest believe that the fanatics" who favored prohibition were "fast losing ground."

Indeed, he added, rising sales indicated that beer was on its way to becoming "the national beverage." Moreover, the fact that Americans preferred beer to "hard liquors" indicated "steady progress" toward "rational temperance." This, the editor concluded, was likely the "leading factor in the calculation of the [British] investors."

Source: "The Lesson of the Syndicates," Western Brewer 14 (June 1889): 1294.

September 05, 2008

Historical Tidbits: Beer. Why Women Need Beer, 1860

Temperance and prohibition were hot issues in the 1850s and early 1860s. The "drys" tended to hog the floor because then as now, it was politically difficult to express public affection for the pleasures and benefits of drink.

The editors of the La Crosse, Wisconsin Union were having none of it. As far as they were concerned, the problem with Americans, especially women, was that they didn't drink enough beer.

"Queen Victoria," the newspaper pointed out, "has raised eight or ten babies, and drinks beer. German women drink beer and are as robust as any women in the world."

"There is no denying the fact . . . that our total abstinence American women are sadly degenerating, and that the present race of Young America are dwindling, compared with generations past. The most ridiculous thing of our time is to hear little, sallow, 'dried up' men and women making an immense blow about the vices and indulgences of the community, when one good, rollicking fast-liver could clean out a regiment of them in ten minutes."


Source: The La Crosse, Wisconsin Union, as quoted in the Milwaukee Sentinel, March 3, 1860, p. 2.

August 28, 2008

Historical Tidbits: Beer. One View of "Lager Bier," 1860

The 1850s was a decade of intense conflict in the United States, as Americans argued over slavery, western expansion, prohibition, and immigration.

Lager beer, which was new to Americans, became a touchstone for the debate over immigration and the drive for prohibition. Xenophobes railed against lager and the German emigres who had introduced the stuff. Prohibitionists denounced the ocean of lager that threatened (or so they believed) to engulf the nation. (*1)

Here's the view of one anonymous anti-lagerite (and witty punster), writing in 1860:

"Lager," he lamented, "is one of our most modern institutions. Ten years ago it was only a vulgar German word of unknown import; then it was looked upon as an insipid Dutch beer; but finally, a majority, perhaps will vote that it is 'the people's nectar.'

Thanks to lager, "thousands of people . . . seem[ed] to have quite forgotten the use of plain water as a beverage." At beer gardens on Saturday night, the "flow of lager is incessant -- the voices which call for lager are never still -- lager is king!"

Worse yet, many Americans believed the stuff was good for them, an idea this anonymous critic dismissed as "ridiculous." "Lager bier," he explained, ". . . contains less nutritive natter and more alcohol than other beer or ale." Even assuming "malt extract" contained a modicum of food value, a person would have to "drink two or three gallons in order to get from this villainous food" the same nutrition as grain provided when consumed in a "civilized way."

Moreover, "a pint of lager contains as much alcohol as an ordinary glass of brandy." People who claimed otherwise were probably "indulging in lager" to the detriment of their "sober judgment."

"Finally, it is claimed that lager is a pleasant bitter tonic . . . ." Not so, wrote the anti-lager man. In his opinion, 'twas more the case that lager bier was "'too-tonic.'"


*1. For more on that debate, see Chapter One of my book.


Source: "What Is Lager Bier?," Scientific American n.s. 3, no. 2 (July 7, 1860), p. 21.

August 26, 2008

Historical Tidbits: Beer. Worst Beer Poem Ever

Arguably the worst beer poem ever written. It’s long, so I deleted a couple of stanzas that contain particularly obscure references to local politics.

From the Milwaukee Sentinel, December 21, 1855, p. 2.


ODE TO LAGER BEER

* * *
II
Awake then, muse! Descend -- or, what is quite
The same -- arise, and help me to indite
The blushing virtues of the Panacea
Our patient German cousins -- “Vat a peeples!”
Have lately found and christened “LAGER BEER!”
For blood of grapes, and sparkling juice of apples --
From Gallic brandies, down to ginger-pops --
All drinks succumb to this extract of hops.

III (*1)
Oh! uninspired, for me ‘twere vain to tell,
What joys unnumbered, ever gurgling, well
Up from the darksom, deep, and silent vaults
That underlie old Kilbourntown--
Those catacombs, not of the dead but malt’s
Most fragrant essence salted down!
The disemboweled earth hath fountains there,
That use, or waste, or drought cannot impair.

IV
Most potent LAGER! Thou canst cure the ills
Of all thy votaries. Not one who swills
With swaggering air, from out thy frothy cup,
His quart or gallon by the hour well scored,
But feels more light his burthens at each sup,
Till they, and he, at last are fairly floored.
John Bunyan’s “Pilgrim” felt his burthen fall,
But LAGER lets down burthen, pilgrim, all.

V (*2)
Is one in debt without wherewith to pay?
Go up to Market-Place and spend the day.
Hath sharp misfortune struck thee with his dart?
Of all physicians thou employest the Best;
With kindly LAGER emulate his art,
And drown the thought that rankles in your breast
What if the morn produce again the pain?
The same sweet physic physics it again.

VI
Ancient philosopers for ages sought
For wisdom in a stone: but found it not.
No wonder wherefore, in themselves the fault
And misdirected were their efforts vain.
They should have sought it in a sack of malt;
For keenest wit is inborn -- in the grain.
“When wine is in the wit is out,” they say;
With barley-juice ‘tis just the other way.

VII (*3)
Come up to K**G’s some pleasant Sunday night,
Where tables, ranged beneath a brilliant light
Of gas, are garnished with quart cups o’erflowing,
And crowded round with portly corporations;
And hear the Babel crash of tongues agoing,
Discussing cabbage and the fate of nations,
Those scintillations keen would please thee much,
Albeit with gutturals muttered in High Dutch.

VIII (*4)
‘Tis really wonderful what great wiseacres
Beer makes of hodmen, carpenters, and bakers
Each tipsy cobbler is a Roger Sherman;
Weazen-Faced scheniders emulate a Clay;
And now the soul of great Teutonic Hermann
Animates the butcher over the way.
The host’s a German Prince, and every waiter
Swells with the wisdom of the legislator.

IX (*5)
But not in Beer Saloon, at midnight hour,
Alone the place to witness LAGER’s power.
In wider fields he acts fantastic tricks,
And bowls down men as players bowl down wickets,
The very devil plays with politics,
And has his vot’ries on the winning tickets.
The late election was a case in point: --
All other issues were quite out of joint.

* * * *
XII
Some, uninformed, may wonder at the cause,
Why beer elects the men who make our laws.
Perhaps to them the reason seems abstruse,
Though very plain to us residing here:
For we, where every second neighbor brews,
Preserve our liberties in LAGER BEER.
With confidence we see our welfare hang
On the good faith of trusty Cooper Dang.

XIII (*6)
Far spreading LAGER! To what world wide fame
Hast thou devoted our Milwaukee name?
In every hamlet of the growing West --
That West whose boundaries are the western skies! --
In which the traveller may chance to rest,
A score of shingles greets his wondering eyes,
Where, traced, or daubed, in hieroglyphics rare,
He spells the sign, “MILWAUKEE LAGER BEER!”

XIV
Not further now thy merits I’ll disclose,
The public voice has sanctioned all thy woes,
Triumphant LAGER! ‘Tis Vox Populi!
And prudent men are heedful of the cry.
Why should the pigmy breast an avalanche,
Whose head cannot resist a glass of punch?
Buried be all our opposition here!
As evidence, this ODE TO LAGER BEER.


*1. Kilbourntown was the German section of Milwaukee. The “catacombs” are the immense lager caves below the ground.

*2. Market-place = Market Street in downtown Milwaukee. It was lined with saloons. Best = Philip and Jacob Best, owners of Empire Brewing. Frederick Pabst married Phillip’s daughter.

*3. K**g’s probably refers to Krug’s restaurant and small brewery. August Krug died in the same month this poem appeared (which may account for the asterisks). Krug’s bookkeeper, Joseph Schlitz, bought married Krug’s widow and took over the brewery.

*4. In this stanza, Roger Sherman and Henry Clay were 19th century politicians known for their oratorical skills. “Hermann” is the legendary German warrior.

*5. This stanza refers to (and the entire poem was likely inspired by) the recent political uproar in Wisconsin: Some state legislators, including a representative from Milwaukee, tried to pass a state prohibition law. Much to the delight of Milwaukee’s Germans, the governor vetoed the bill.

*6. “Shingles” refers to shop and saloons signs.

August 21, 2008

Historical Tidbits: Beer. New Beers, 1971

The more things change. . .

In 1971, several small and regional brewing companies introduced new beers aimed at "young adults" who were willing to experiment with "all sorts of beverages of an alcoholic nature."

From Pittsburgh Brewing Company came "Hop'n Gator," described as "a distant cousin of Gatorade" but with 25% more alcohol than beer. (No word on how or why Hop'n qualified as a beer ...) National Brewing introduced Malt Duck.

Hamm Brewing launched "Right Time" two colors, red and gold. The red version, with a fruity sweet flavor was for "girls." The "tart" gold version was for "boys.". Hamm executives believed they had a hit on their hands: Early sales figures indicated that "Right Time" appealed to young drinkers, "blacks, Mexican-Americans, and to some people in the 50-to-60 set."

And then there was "Lime Lager" brewed by Lone Star Brewing Company of Texas. Lone Star aimed the new brew at the beer drinker who "doesn't like the taste of beer but likes lime."

As far as these small regional brewers were concerned, drinks like these were the key to survival. "We have to bring out new products or we'll be buried by the giants," explained one brewery representative.

And hey, apparently that Lime Lager was a good idea!


Source: "Advertising: Something Sweet Is Brewing," New York Times, March 31, 1971, p. 73.

August 16, 2008

Historical Tidbits: Beer. The Beer Rules of 1958

Beer-drinking advice and suggestions from 1958.

-- "Don't stick to one beer. Try various kinds."

-- "Judge each beer as you would a person, play, or book -- on its merits as an individual."

-- "Rinse the beer glass with cold water before you use it."

-- "Serve the right beer with the right foods, mating light with light, rich food with darker, stronger beers and ales."

What to drink?

Imports:

Amstel
Augustinerbrau
Bass Ale
Beck's
Carlsberg
Carta Blanca
Guinness Stout
Heineken
Kirin
La Batt's (her spelling, not mine)
Lowenbrau
Pilsner Urquell
Turborg
Whitbread
Wurzburger


Prefer a domestic?

Andecker (brewed by Pabst, a "rich all-malt beer" available only "unpasteurized on draught")

Ballantine's India Pale Ale (a "remarkable ale")

Iron City lager (its fans are "enthusiastic and eloquent"; a "connoisseur type" beer)

Michelob (claimed by many to be "America's finest beer, one of the greatest in the world.")

Miller High Life ("great delicacy and elegance")

National Premium ("This beer has had its ups and downs, but is now doing better than ever ...")

Olympia (made with "pure glacial water . . . from exceedingly deep artesian wells....")

Prior's Double Dark ("...the only all-malt bottled beers made in the U.S.A.")

Rainier Old Stock Ale ("ancestral spores of the yeasts came from England," and the beer is aged in "the staid old British manner..."


Source: Poppy Cannon, "The Changing Taste for Beer," House Beautiful 100 (October 1958): 209, 231-237. Cannon was, at that time, one of the nation's most prominent food writers.

August 07, 2008

Historical Tidbits: Beer. Top Ten Consumption By State, 1946 and 2006

I don't know. Historical Tidbits? Or Totally Useless Information? You be the judge . . .


Top Ten States, Per Capita Beer Consumption -- 1946

1.Wisconsin -- 27.6 gallons per capita
2. Nevada -- 26.7
3. New Jersey -- 26.1
4. Rhode Island -- 25.5
5. New York -- 25.4
6. Illinois -- 23.9
7. Pennsylvania --23.8
8. Michigan -- 23.0
9. Maryland -- 23.0
10. Connecticut -- 21.9


Top Ten States, Per Capita Beer Consumption -- 2006

1. North Dakota -- 32. 2
2. New Hampshire -- 31.5
3. Nevada -- 30.9
4. Montana -- 30.1
5. Wisconsin -- 27.7
6. Louisiana -- 27.6
7. South Dakota -- 27.4
8. South Carolina -- 26. 5
9. Wyoming -- 26. 4
10. Delaware -- 26. 3


Sources: "U. S. Public Sets New Beer-Drinking Record in '47," Modern Brewery Age (June 1945), p. 103; Brewers Almanac, 2007, online at the Beer Institute.

August 05, 2008

Historical Tidbits: Beer. Beer Is Good for You. Really, It Is.

In 1958, Dr. Leon A. Greenberg of Yale University's Alcohol Center and Laboratory of Applied Biodynamics created a test designed to study the relationship between beer and stress.

Greenberg built a device "similar in principle to the lie detector" that would allow him to measure "emotional tension."

He assembled a group of male volunteers in an "air-conditioned, sound-proofed room," served them bottles of 4.3% beer (no word on the brand he used), and asked the men to sort and count packs of cards as they drank.

Greenberg used various noise-makers, including an electric horn, to induce "emotional tension" in his subjects.

Six ounces of beer reduced the men's "tension level" by 13%. Twenty-four ounces reduced it by 37%.

Greenberg found no evidence that the men were intoxicated nor did beer consumption affect the speed or accuracy at which they sorted the cards.

He concluded that the "social use of beer may serve an important role in blunting the excessive strain of ordinary life."

Hey, the guy was a professor at Yale. If he says it's true, it must be, right?


Source: "Prosit!" in Newsweek, February 3, 1958, p. 56.

August 02, 2008

Historical Tidbits: Beer. Breweries, 1977

A handful of listings from from Brewers Digest "Buyers' Guide and Directory, 1977," a directory listing every brewery in every state.

Breweries located in:

California:
Miller Brewing Co.
Anheuser-Busch, Inc.
Pabst Brewing Co.
General Brewing Co.
Falstaff Brewing Corp.
Steam Beer Brewing Co.
Jos. Schlitz Brewing Co.
Note: New Albion opened for business in July 1977, but the folks at Brewers Digest weren't yet aware of its existence

Colorado:
Adolph Coors. Co.

Oregon:
Blitz-Weinhard Co., Inc.

Pennsylvania:
Horlacher Brewing Co.
F. & M. Schafer Brewing Co.
Erie Brewing Co.
Latrobe Brewing Co.
Henry F. Ortlieb Brewing Co.
C. Schmidt & Sons, Inc.
Pittsburgh Brewing Co.
D. G. Yuengling & Son., Inc.
Straub Brewery
Jones Brewing Co.
The Lion, Inc. - Gibbons/Stegmaier Brewery

Wisconsin:
Jacob Leinenkugel Brewing Co.
Walter Brewing Co.
G. Heileman Brewing Co., Inc.
Miller Brewing Co.
Pabst Brewing Co.
Jos. Schlitz Brewing Co.
Jos. Huber Brewing Co.
Stevens Point Beverage Co.

July 31, 2008

Historical Tidbits: Beer. Random Statistics, 1868-2006

1868:
population of U.S: 36.5 million
per capita consumption: 4.8 gallons


1878:
47.8 million
6.1 gallons


1888:
60.3 million
11.7 gallons


1898:
73.3 million
15.5 gallons


1908:
88.7 million
15.5 gallons
Note: nearly 50% of Americans lived under some form of local/state prohibition. Pre-prohibition per capita consumption peaked in 1911 with 21 gallons, a level also reached in 1913 and 1914


1918:
102.9 million
15.1 gallons
number of breweries: 1,092 (fiscal year)
Note: On December 1, 1918, the nation's breweries halted operations, thanks to a presidential order aimed at rationing the nation's supplies of grain and fuel.


1938:
129.7 million
12.9 gallons
696 breweries


1948:
146 million
18.5 gallons


1958:
173.4 million
15 gallons
252 breweries


1968:
199.3 million
16.7 gallons
163 breweries


1978:
222 million
22 gallons
89 breweries


1988:
244.4 million
22.6 gallons
245 breweries


1997:
267.6 million
20.6 gallons
1,698 breweries (estimated)


2006:
299.3 million (estimated)
21.6 gallons
1,905 breweries


Sources:
United States Brewers' Association Almanac, 1940
Beer Institute, including the 1999 Brewers' Almanac

July 29, 2008

Historical Tidbits: Beer. Top Ten Brewers, 1950

Top ten American brewers, 1950

1. Schlitz (5 million barrels)
2. Anheuser-Busch (4.8 m)
3. Ballantine (4.3 m)
4. Pabst (3.4 m)
5. Liebmann [Rheingold] (2.6 m)
6. Schaefer (2.6)
7. Falstaff (2.2 m)
8. Miller (2.1 m) [first time in top 10; ranked 19th in 1948, 11th in 1949]
9. Blatz (1.7 m)
10. Pfeiffer (1.6 m)

Plus another five:
11. Griesedieck Western (1.4 m)
12. Goebel (1.2 m)
13. Ruppert (1.2 m)
14. Lucky (1.09 m)
15. Duquesne (1.08 m)


Source: "Beer Drinkers Like Them Light and Dry," Business Week, April 19, 1952, p. 147.

July 24, 2008

Historical Tidbit: Horlacher Brewing, 1975

July 1975:

The chair of Horlacher Brewing in Allentown, PA, tells a reporter that he's "fighting like hell" to keep his doors open.

Struggling, more like it. Over the previous year or so, the price of malt had risen 120% and corn 100%. Cans had gone up 40 cents a case. The price of coal had risen from $15.75 a ton to $48.45. Horlacher's city water bill was about to go up 72%.

The company made 60,000 barrels of beer a year, a mere drop compared to A-B's 1975 output of 35 milllion barrels.

Just a few months earlier, Miller Brewing had unleashed Miller Lite on the world (along with millions of dollars in advertising.) And Schaefer Brewing of New York was making some of its six million barrels at a new and highly efficient brewhouse just down the road from Horlacher.

Horlacher's fight ended in 1978.


Quote from "Kleine Nachrichten," Modern Brewery Age, volume 26 (July 21, 1975), page 3.