The Story of Hamm's Waldech Beer

Hamm’s beer collectibles are some of the most popular pieces of breweriana, but there’s one aspect of Hamm’s that doesn’t get much attention, a largely forgotten brand called Waldech. The brand always kind of interested me, with the black and gold labels on green bottles and the gothic images of castles in the advertising, not to mention it sounded like it would have been a good beer.

Waldech was a super-premium, all-malt and naturally-carbonated beer, much different from the flagship Hamm’s brand, although the name “Hamm’s” was prominent on the label. Introduced in 1963, it came out at a time when bland, yellow, fizzy beers dominated US beer sales. The name was said to be taken from the ancestral home of then-Hamm's president William C. Figge in North Germany. Early advertising claimed it was “The new third taste in beer,” not like a domestic and not like an import, but with its own unique character. It was slow brewed in fairly small batches, so the availability was limited compared to something more mass-produced such as Hamm’s.

It was especially popular among a certain crowd in California, where Hamm’s operated two breweries at the time. San Francisco Chronicle columnist Charlie McCabe said of Waldech, “The best American beer I have tasted since before World War II.”  Bob Balzer of the Los Angeles Times said it had “long-lasting flavor. Our choice among many for its real beer taste, fine head and substantial body.” The Auburn (CA) Journal commented, “”A few glasses of Waldech will make you forget about taking tranquilizers.”

This full-bodied beer had lots of critical acclaim but was never a big seller, and was discontinued in 1975 (along with Hamm's Preferred Stock and a few other brands from the former Heublein ownership) when Olympia Brewing Company took over Hamm's. Perhaps it was ahead of its time.

Hamm’s Waldech was promoted in national magazines in the 1960s with full-color, full-page advertisements. Examples here are from 1964 and 1969. As the brand competed with Anheuser-Busch’s Michelob, they switched to a bottle that was more similar to Michelob, complete with a wrap-around gold label.

Hamm's Waldech napkins.

"Waldech on draught" neon sign.

Waldech was never sold in cans, however several prototype Waldech cans were made for the Theo. Hamm Brewing Company and were pictured in color on the cover of North Star Chapter Breweriana Club’s 1982 book, “Beer Cans of Minnesota.”

 

The Rise and Fall of the 40 ft. Inflatable Hamm's Bear--a photo essay

On July 9, 2016 in Cloquet, MN, a town just outside of Duluth, the historic Northeastern Hotel and Saloon hosted a brewery collectibles show called the Nordlager Show, named after an old local brew. Hotel and Saloon owner Bert Whittington took out of storage a massive inflatable Hamm's Bear, manufactured around 1980 for the Olympia Brewing Company, the makers of Hamm's beer at the time. Connected to two electric-powered air compressors, the huge vinyl blob lying on the ground came to life, and the familiar cartoon character Hamm's Bear stood tall and proud, greeting passersby for a triumphant but brief moment...until he started to lose air.

1. He came to life from a big blob of vinyl on the ground. Owner Bert Whittington helps him up as he fills with air.

 

2. "Hello, Folks!" The Bear stands triumphantly, greeting passersby with an awkward left arm.

 

3. Pete and Bert celebrate with a cool, refreshing Hamm's beer.

Note how much smaller the real can (in Bert's hand) is.

 

4. People came from all over to look at the thing.

 

5. Standing tall and proud, 40 feet high.

 

6. Uh-oh! He's sprung a leak!

 

7. Looking like he's about to hurl after consuming the contents of the giant beer can.

 

8. Another view of the sick, deflating bear, the beer can looking dented and forlorn.

 

9. Oh well. Better luck next year.