Tag Archives: 1940

Blended from 33 Kettles

Now here’s a weird one. Total and incredible marketing guff from 1940. I love it.PBRAd1940

So what Pabst are really saying here is that in 1940 they found it easier to brew thirty-three beers averagely and then blend them to ensure consistency of their recipe rather than simply brewing consistently in the first place. Is it a more expensive way to brew? Of course! But that’s what makes the beer unique. A goodness that never varies (well, thirty-three goodnesses that always vary, shhh!).

Portrait of a Happy Wife

The year is 1940. Prohibition is not long over, its spectre haunts the United States of America as disintegration and war haunts Europe. Advertising barons, smug men in suits, sit in warm offices across the North American continent devising methods for selling lager beer. They are trying to tap into their own brains, decant ideas that are refreshing and retain well.

“Aha!” shouts one bespectacled lout. “The woman’s voice.”

A mass of advertising heads rise and fall. Of course, think these hundreds of men, looking out at their secretaries typing and fending off sexual advances on the office floor. The woman’s voice. It’s perfect. Who understands it better than us – good, red-blooded, hard-working, middle-class American husbands?

Portrait of a Husband

A further disturbing part of this Budweiser advertisement from 1940 is the “Test” featured at its bottom. It is severely reminiscent of the “Give me a child until he is seven and I will give you the man” maxim.

“Give me an exclusive palate for a week and I will give you a captive drinker.”

All of this commentary of course comes from a 2015 unmarried male who brews his own beer and has no idea what a happy wife looks like.