1946 - 1956
POST WORLD WAR II
With the end of WWII, service men returned back to the U.S., most eager to obtain jobs and have families. It was the start of a generation of children that became known as the Baby Boomers. Along with a strong economy after the war, more people were drinking beer and Bavarian was able to expand.
The Introduction of Bavarian's Old Style Beer With A New Slogan
To be more competitive with other local brewers, Bavarian decided to modify their marketing. In early 1946 they changed the name of their "Bavarian Master Brand Beer" to Bavarian's Old Style Beer. The main slogan with the introduction of this brand was "A Man's Beer." It may not be appropriate today, but in the late 1940's and early 1950's the vast majority of beer drinkers were men and the advertising agency that Bavarian used came up with this slogan. For its time, an over the first several years, this slogan was very successful.
In 1946 the first ads for Bavarian Old Style appeared as shown above. For the first several years after WWII, beer sales were robust and marketing emphasis to a man was successful.
A seasonal Bavarian's Bock Beer was introduced every March. The ad on the right was from 1950 and continued to feature and cater to men.
Sports Are Emphasized
In conjunction with "A Man's Beer," numerous ads maintained this theme with "manly" work and activities. Shown below are examples of such ads. In addition, Bavarian sponsored various radio broadcasts involving sports and an outdoor program in the 1940's.
Bavarian Sponsors Midwestern Hayride on TV
Television programming started in Cincinnati on February 9th, 1948, on WLW-T, Channel 4, owned by Crosley Broadcasting. This was a regional TV station that served the eastern mid-west. One of its first and most successful programs for about four decades was Midwestern Hayride. Mid-western Hayride originated on WLW radio in the 1930's and was simulcasted with the radio broadcast when it went on TV. Originally the show was called Boone County Jamboree, after a county adjoining Kenton County, Kentucky, which is where Bavarian was located. Bavarian's Beer expanded their advertising by sponsoring this country music program for about six years, until December, 1954, and on a new medium -TV. Because it aired at prime time every Saturday evening, occasionally Bavarian would relinquish some of their show time for a national program, such as for a Bob Hope program, as indicated on the right. Bavarian often supplied newspaper advertisements of certain country singing starts who would be performing on the program that evening. Several of these adds are shown below, as is a picture of the cast of this program in the early1950's.
Cincinnati Reds Billboard & Program Advertising at Crosley Field
Bavarian Brewing Co. was a longtime supporter of baseball. Baseball had been played in Covington since the 1870's. And their founder, William Riedlin had been an investor in the Covington Blue Sox, a professional team that had a short existence in 1913. After Prohibition Bavarian sponsored an amateur baseball team that played in the greater Cincinnati area. At some point, possibly short after WWII, Bavarian's Old Style Beer was advertised at the home of the Cincinnati Redlegs (Reds), Crosley Field. It was on a billboard on top of the Superior Towel & Linen Service building in back of left field, and was once the largest billboard there. Bavarian maintained this billboard for years, along with having their beer served at the ballpark and advertising in the Reds programs. A photo of most of an early Bavairan's billboard is below.
In 1953 Bavarian's beer sales began to slow for the first time after WWII. Even though this may largely have been due to competition from the national brewers, besides local brewers, Bavarian thought it was time to readdress their advertising. Times were changing and it was important to recognize not just the man in Bavarian's Beer advertisements, but the woman too. Rather than completely abandoning the Man theme, however, the new marketing pitch emphasized a woman discovering and liking A Man's Beer, primarily for her man. But it also began to target women as consumers with advertising Bavarian's as "A Man's Beer … And Hers Too!"