Today is National Beer Day–And, for good reason! It’s the 83rd anniversary of the Cullen-Harrison Act, which was enacted on March 21 and signed by FDR on March 22. This 1933 piece of Congressional legislation provided for the sale of beer (or wine!) with an alcohol content of 3.2%. Last year, we talked about the act in a bit more detail, and I won’t go back into it today. The important part is that it signaled a change in the air (and the glasses) throughout the nation. So, this week, I found two pieces of beer-related ephemera. While we aren’t entirely sure when they are from, it’s definitely after 1933, so both of these pamphlets owe their legacy to Mssrs. Cullen and Harrison.
The first is “Carling: The Story of Brewing,” from the Carling Brewing Company in Ohio (not to be confused with the larger, multi-national Carling Brewery), which began in 1934. See, it all comes back to Prohibition–and, in this case, the inability to sell cars during the Depression. The building had been a car manufacturing plant that proved less-than-successful in the early 1930s and the plant was converted to a brewery instead, under the name Brewery Corp. of America. The name changed to the Carling Brewing Company in 1954, suggesting that our pamphlet hails from the mid-1950s or later. It’s a short pamphlet about the process of brewing and is essentially like a modern “FAQ” section on beer.
Our second pamphlet also likely comes from the 1950s, “Food for Entertaining: Better with Beer.” Published by the American Can Company, it includes meal plans that go well with beer and recipes for many of the dishes (some of which are beer-based). The corporate emphasis here is on the can and its design and in fact, the recipes and advice all generically reference using “beer” or “ale,” without a nod to a particular brand or style. As long as you’re buying something, I guess?
While your archivist/blogger is off at a conference next week, presenting and taking in the food/cocktails of a city I’ve never visited before, you’ll have the opportunity to enjoy a post I’m preparing this week about a newly-acquired piece of advertising ephemera (I must be on an ephemeral roll?) for a very different sort of beverage.
For today, though, don’t forget to raise a glass to the forward-thinking of two men and the beginning of the end of Prohibition. Cheers!