Nothing says Fourth of July like friends and family, outdoor barbeques and, for the adults of course, a cooler of refreshing canned beer.

Check out these examples of vintage beer cans found in the corporate archive of the JWT Advertising Agency in the John W. Hartman Center for Sales, Marketing and Advertising History in the Rubenstein Library. The Hamm Brewing Co. was a client of the agency in the 1960s and early 1970s.  The agency collected the beer cans of their competitor’s accounts as part of their market research. And just like clothing and automobiles, there’s something here for everyone.

For the conscientious buyer that appreciates brute honesty in advertising, there’s Gablinger’s Beer, “Not Diatetic or Theraputic.” If an element of regal refinement is more your speed why not try a Duke Beer, “The Prince of Pilsner,” or perhaps a Stite, “Pale and Dry as Champagne.”

Beer Collage

If you’re not easily wooed by fanciful slogans and colorful graphics then there’s the subtle simplicity of “Cold-Aged!” Genese. If you like a beer can that looks like it’s constructed of wood paneling  (and who doesn’t?), then Meister Brau is the beer for you.

PicMonkey Collage1

For all of you classicists, there’s the iconic Leinenkugel’s of Chippewa Falls, WI, and the “Original” Pabst Blue Ribbon.”

PicMonkey Collage3Whatever your choice, we at the Rubenstein wish you a wonderful holiday!

Post contributed by Joshua Larkin Rowley, Research Services Dept.




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One Response to Happy 4th of July!

  1. Nicole Copp says:

    Hope you had a great 4th Joshua. What a great list of beers. I remember those old Pabst cans from my days as a kid being around my grandfather. I bet most younger people don’t even realize that Leinenkugel’s was even around then. With the popularity of the beer now, most would assume they are fairly new to the industry.

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