This section includes those items that are mostly made of paper and those of cardboard. These items are considered to be somewhat different than signs, which are often lighted, or made of a more durable material like metal, wood, plastic, glass, etc.  The pictures or posters on paper usually did not come with a frame and could simply be attached to a wall with scotch tape or thumb tacks, but many were often later framed.  Those cardboard items were a type of poster and often referred to as "prop-ups" because they usually had a built in fold out cardboard stand that allowed them to be propped-up and free standing  on a table, bar or other flat area.  A common theme with many of these items is that they were of old time subjects, or images of men.  And those in the late 1940s and early 1950s used old-time scenes or subject matter to correspond with the "old" style of Bavarian's Old Style Beer.


PICTURES c. Early 1900s. Pictures before Prohibition are rather rare. An unusual picture from the Bottling Department advertising (Standard) Bavarian Beer, which is a colored sketching on metal is on the left below. Only a black and white rendering of the image below on the right was available, obtained from former Bavarian Brewing Co. archives.


c. Early 1900s. Postcards were extremely popular around the beginning of the 20th Century.  As people traveled, they would send postcards to their relatives and friends, usually to let them know about their trip. At that time, there was an annual average of several postcards sent for each person in the U.S.  As shown below, they were also used to advertise various products, such as beer, and there could be some interesting sayings on the back of postcards as well. Please note that the postcard of the brewery complex, bottom right, is not exactly accurate. For a precise view of the brewery please see Letterheads.


c. Early 1900s. A pamphlet, is also known as a leaflet or handbill, have been around for centuries. It can also be referred to as a flier or flyer. However, since early 20th Century, a flyer can also has become known to usually mean someone who flies typically in an airplane. Less commonly used, it can also mean a trapeze artist.  Pamphlets have handed out to promote a product or service especially during gatherings of large number of people. The leaflet below was printed a century ago and both sides are shown.  Some interesting and somewhat amusing aspects of this pamphlet it promotes the health benefits and virtues of "pure and good beers," like Riedlin's Select and Bavarian Style  beers, to recovering invalids.  It also compares beer to liquid bread.  On the reverse side of the leaflet, the cost of the beer long ago was mentioned to be $3.50 for 48 small (11.5 oz.) bottles, or just 7.3 cents per bottle. Besides promoting the consumption of quantities of beer that could be delivered direct from the brewery, it is also noteworthy that customers were encouraged to return bottles and cases by receiving a significant credit for both. This reduced the actual cost of the beer considerably. Please click the images for better viewing. The provenance of this item is from the past owners of the Bavarian Brewery and it is now part of the Schott Family Collection at the Behringer - Crawford Museum.


Posters were made that were sometime simply tacked on a wall, but that were also framed. There were also rectangular ads that were made for posting in street cars, and prop-up posters, as depicted and briefly discussed below.

POSTERS c. 1942 - 1945.

The paper posters on the side from Bavarian Brewing Co. promoted the WWII defense efforts. These are some early posters after Prohibition when the Schott Brothers acquired the brewer in 1938.  Other brewers also promoted the war efforts not only with posters, but also ads. All the local brewers in Cincinnati would sometimes take out and ad together to support defense efforts.  (See Ads: Bavarian's 1935 to 1945.)  Due to rations imposed in WWII, the production capacity was limited during the war years.   

POSTER c. Late 1940s - Early 1950s. The large colorful paper poster on the left side is entitled "Rippling Rhythm."

​STREET CAR AD c. Early 1950s. The sign below may have been an ad for a street car in the strip above the window and below the ceiling.  Cincinnati had an extensive electric street car system that was dissolved in the mid 1950s. 

PROP-UPS: Bavarian's Old Style Beer

As compared to pictures that might require framing, posters often had attachments on the back enabling them to easily be hung.  The Prop-ups had a built-in pull-out stand in the back that allowed them to easily rest on a flat surface.  They could also have a hook for hanging, or be framed.  They could also be placed on a shelf and rested against a wall. Further, some of the posters were framed.

c. Late 1940s - Early 1950s. These cardboard prop-ups all had a similar Bavarian's Old Style banner top and used the slogan "A Man's Beer."  This slogan began in 1946 was used until about 1953 when ...And Hers Too! was added. 

c.Early 1950s.   A "Curier & Ives" print was used for the Christmas Greeting poster below, as well as for images of fighters, shown a little further below. 

A Series of Pugilist (Fighter) Posters

1954 - 1956.  Other "Currier & Ives" prints used by Bavarian, besides the one used above for a Seasons Greeting, were for various pugilists, or fighters. These were used to help promote their sponsorship of Bavarian's Old Style Beer of "Monday Night Fights," which was televised regionally. An example of one of these posters, which features John Sullivan, is on the side. To view the other posters in this series along with descriptions and explanations, please visit Bavarian's Posters of Pugilists (Fighters).


Bavarian Brewing Co. c. 1958. After Bavarian changed the design of their label in 1957, they changed their slogan initially to ...brewed nature's way.  However, a year later they modified their slogan to …brewed the old world way, while the Bavarian Girl was an ambassadress for the brewery traveling to Germany - and the "old world."  

International Breweries Inc. (IBI) c. 1959 - 1966. To promote Bavarian/s Select Beer during the Holidays and after Bavarian Brewing Co. merged with IBI, images of snowmen were used. The image hanging from the image of a pine branch can be hung and the snowman can be rotated, showing its different sides.  The image with the slogan "Mel-O-Dry" was used from 1961 until 1964. It was used not just for Bavarian/s, but for IBI's other brands as well. Still, they retained the new label design. 

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The Historic and Former
Bavarian Brewery

In Covington, Kentucky