Pacific Beer Helps Avoid Breakdowns
Some century-old Pacific Beer beer ads are "nothing short of brilliant, absurd, and offensive."
Pacific Brewing & Malting Co., which calls itself “the oldest new brewery in Tacoma,” is re-opening this fall after nearly a century.
The Pacific Brewing and Malting Company, formed in Downtown Tacoma in 1897, grew to be one of the largest breweries in the Northwest. The Pacific Beer brand was hugely popular along the entire West Coast. Success was cut short by state-wide Prohibition in 1916 and Pacific Brewing closed its doors shortly thereafter.
Steve Navarro, the company’s brewer and co-owner came across some newspaper ads for Pacific Beer from a century ago. As their blogger puts it, “We were blown away by these ads as they make claims that would get a brewery in some serious hot water in this day and age. That said, they are nothing short of brilliant, absurd, and offensive.” They’re rolling them out on the site and promise to blow some of their favorites up and hang them in their taproom. The first:
“The Woman of the House: Upon her often falls a heavy burden–the daily routine of housework, the care of children, the shopping, the social duties. Small wonder that she often sustains a ‘breakdown’ and must receive medical assistance. Such a result may be avoided by the moderate use of Pacific Beer. When fatigued, the housewife will find that a glass furnishes just the required stimulant. Both tonic and nourishment, it will lift her over many a crisis when she has exceeded the limits of her ordinary endurance.”
I’m not sure the FDA would approve, but it’s just science.
via Richard Gardner, OTB’s Pacific Northwest correspondent