BAVARIAN ADVERTISEMENTS 1935 - 1945
BAVARIAN REOPENS AFTER PROHIBITION IN 1935.
After Prohibition advertising options for brewers increased to include a new form of mass media developed during Prohibition during the 1920's; radio. However, the main form of mass media ads were on print, as displayed in the following.
Limited Bavarian Beer Ads After the Reopening (1935-1936)
When Bavarian Brewing Co. began operations after Prohibition they were under capitalized as mentioned in Prohibition and A Reopening. Evidently, the had limited resources for advertising. It's also appears they did not have a bottling department, as it seems they relied solely on distributing beer through kegs. Only one ad was found that the brewer placed directly. It was within days of its reopening and for Riedlin's Select Beer, as shown below. All the other newspaper ads just appeared within about a year after the brewery reopened. These ads were small, simple and bascially for individual bars and restaurants that were serving Bavarian Beer. Due to finanical difficulties that emerged in mid 1936, it appears Bavarian under the Voorhees management had few if any ads beginning in late 1936 through all of 1937.
New Ownership Increases Advertising (1938 - 1939)
When Bavarian Brewing Co. reemerged in early 1938 after being sold in bankruptcy court in December, 1937, the new ownership, the Schott Brothers, advertisements began to appear as they increased distribution of bottled beverages. Shown on the left below are its products in bottles featuring Bavarian Master Brand Beer, which was pasturized and availalbe in 12 oz, 32 oz an both pasterized and unpasteurized in half-gallon bottles. Shown on the far right below is a flyer for Bavarian Draft Beer in 1/2 and gallon jugs. (Please see Novelty Items for a jug shopping bag.) This ad modified a Pre-Prohibition slogan of "A Family Beer" to "Treat the Family." The newer ads were professinally designed and also began to fashion future advertising messages and slogans. For instance, "Old Style" and "old-fashioned" were mentioned in a couple of the ads below, and Old Style would eventually be part of the Bavarian brand - but not for another eight years.
A New Label Design
c. 1939 - 1945. Less than a year after Bavarian Brewing Co. introduced its product line the Bavarian Master Brand Beer, the label was changed to a "Blue and Gold Label." - as shown in the accompanying ad that was published in December, 1938. Instead of the brown and cream colors in an oval shape shown above, the new label had brighter colors and was angled, making it more distinctive. At this time it is believed that the brewer's draft beer was simply referred to as Bavarian - in italics.
Schott Extra Pale Ale (1940 - Early 1950's)
A couple years after the Schott Brothers acquired the brewery they decided to increase their beverage offerings by introducing an ale, named Schott Extra Pale Ale. Brewers often named their brewery after themselves, or a beer. For example, the founder and previous owner, William Riedlin, had a beverage called Riedlin's Select. This new ale was also known simply as Schott Select. In the magazine a on the left below, the Schott Brothers were emphasizing the main Bavarian Master Brand Beer, but also were asking to try Schott Ale at the bottom of the ad.
Bavarian Bock Beer
The ads on the right ran in the early 1940's. Bock Beer was a seasonal offering introduced in March. It was a German tradition that started in a village called Einbach. Other parts of Germany like the beer and began brewing it as well. Due to different German dialects, it became known simply as Bock beer, which also means "goat." This explains why a goat is often associated with Bock Beer. Bavarian brewed Bock Beer before prohibition, as did most other American brewers, especially those in the Cincinnati area.
Sponsoring Sport Radio Broadcasts, Served at Coney Island
Sponsoring sports on the radio (and later TV) became an important aspect of Bavarian Beer advertising supplement their print advertising, as it was for most brewers. Often distributors as well as drinking and dining establishments would feature Bavarian Beer, as they did before the Schott Brothers acquired the brewery. . Examples of such ads are a Bock beer ad above and the ad below for a popular amusement park in Cincinnati, Coney Island.
The World War II Years (1942 - 1945)
Many men, and beer drinkers, served their nation abroad during World War II, which decreased the consumption of beer in the U.S. Additionally, there were food and material rations that limited the production of beer. Still, Bavarian produced a more limited quantity of beer along with print ads were oriented to helping support the war effort by encouraging the public to Buy War Bonds, such as those in the lower left. In addition, all the local brewers would jointly support ad programs for the war effort, as shown in the collection of ads on the lower right. After the war, more normal distribution and production of beer resumed and it became more available, as indicated in the lower right ad.