The Bavarian Brewing Co.
POST WORLD WAR II YEARS & THE SCHOTT FAMILY (1946 - 1952)
Even though the Second World War was over in 1945, it took a year or two before enlisted men returned home and rations were eliminated. With the industries in Europe largely destroyed or in need of repair, the U.S. was in a position to help supply many global needs. As those formerly in the military obtained jobs and had families, the generation of the Baby Boomers began. This period began a large economic expansion in America. It benefited nearly all industries, including brewers, and there was a strong increase in the demand for beer. This resulted in some changes at the Bavarian Brewing Co.
THE SCHOTT FAMILY AS OPERATORS OF THE BREWERY
In 1945 the President of Bavarian Brewing Co., George Schott, resigned. His position was assumed by the former Secretary/Treasurer, Lou Schott. The eldest son of William C. and Lucia Riedlin Schott, William Riedlin Schott (Bill), replaced the positions vacated by his Uncle Lou. George Schott's ownership was eventually acquired by the William C. & Lucia Schott Family and their sons. William C. Schott remained as Vice President. Consequently, the ownership of the brewery after WWII shifted from being rather equally divided between three Schott Brothers to principally the (William C. & Lucia Riedlin) Schott Family, along with Lou Schott retaining his interest and involvement in the brewery. Of all the Schott Brothers, Lou and Will were the closest. Will even named his youngest son, Louis, after his brother Lou. Lou also spent more time with Will's sons Bill and Louis as they grew up than Will's other brothers. Therefore, there was an extremely close relationship among Lou, Will and Will's two sons that extended from family relations and friendships into their work.
POST WWII YEARS
To accommodate a new generation, the Schott Family made various changes. In late 1945 a new General Manger was hired, Ray Hoffmann. To ramp up productions in the spring of 1946, the beer name and labels were changed to Bavarian's Old Style Beer accompanied by a new marketing campaign. The new promotional slogan was, "A Man's Beer." Even though there may be concerns over the political correctness of this saying today, times were different after WWII and the slogan was effective for several years.
From 1947 until 1952, Bavarian Brewing Co. had a difficult time in producing enough beer.
THE BAVARIAN BREWERY COMPLEX c. 1949
The brewery site after Prohibition is outlined in yellow in both the site plan and the aerial photo below. However, by the late 1940's, the Bavarian Brewery complex became concentrated between Lehmar and 12th streets while retaining the vacant area between Pike and Lehman streets for their employee and truck parking. However, the other buildings to the west of this parking area, between Lehman and Pike streets, were no longer needed by the brewery and were either rented or sold. This was particularly so after Bavarian acquired the Heidelberg Brewing Co. in 1949. This brewery, referred to as Bavarian Plant No. 2, was located nearby, just several blocks to the north. What became of these former brewery buildings no longer needed for the brewery varied. In particular, the former Ice Plant behind the Bottling Dept. became the Hannakin Dairy Ice Cream Factory, and they may have also used the Bottling Dept. The Malt Mill next to the office building was used as Neon Sign Works. (Please see Signs: Neon, for some examples of signs that are believed to have been made here for Bavarian Brewing Co.) To the east and behind the Malt Mill was an auto repair shop. To view the layout of these buildings around 1949, please see the images below, and click to enlarge.
THE SCHOTT BROTHRS
The background photo was taken around the early 1940's and depicts the Brew House on the right and the Stock House on
A more detailed explanation of the photo is contained in the text above.