BEER PARTY/USA

"BEER PARTY/USA is a unique entertainment idea that is traditional, patriotic Americana, yet new and fresh. In concept, it captures the spirit of America--the big parade down Main Street, U.S.A., the carnival highlights of national holidays, the band concert on the village green. In essence, it connotes good fellowship, fun, gaiety, and the supurb quality of American beers." So reads a 36-page booklet published around 1966 by the United States Brewers Association called "BEER PARTY/USA."

Click photo for greater detail.

The booklet continues. "Everything about your BEER PARTY/USA should be American. Appropriate music can set the stage, from the lilting melodies of Victor Herbert and the homespun tunes of the "Gay Nineties" to the orchestrations of Cole Porter and selections from the latest Broadway hits. The basic decor should be red, white and blue--the nation's colors, but you may add a shade or two of your own to fit the occasion."

"BEER PARTY/USA" is an interesting bit of ephemera from what a lot of people these days would call the "Mad Men" era, reflecting the optimistic side of the Kennedy-Johnson years of the early 1960s, a time of leisure, suburbia, unbridled patriotism in the face of a percieved communist menace, lounge music, dreams of flying to the moon, and of course, plastics. It might have also been the era of martinis and tiki drinks, but this booklet was from the Brewers Association, so it was all about defining and promoting beer as the true all-American party beverage for all occasions.

Although the vast majority of American beers at the time were virtually alike--the variety of brands, labels, packaging and advertising were far more interesting than the mild flavored, basic yellow brew they all represented--the booklet stresses the importance in putting much thought in choosing and serving the right beer for your party.
 

Click photo for greater detail.

"One of the first decisions--how to serve your beer. Will it be in bottles--and if so, the easy non-returnable or returnable? Will it be in cans--easy-open or regular? Or is this THE party for a keg of draught beer? Much depends on the particular occasion and how many people will attend...

"For those assisting at the party, whether family or friends or paid help, be sure to let them know in advance your plans and needs. Who will bring the ice to cool the beer?"

It even suggests having someone play the role of Mr. Beer Opener. "To get the party started and to keep it moving, the host or a friend might be MR. BEER OPENER for the evening--perhaps with appropriate dress and big tag identification. Not only does he open and serve the cans or bottles, or tap the keg of beer; he helps open the party, open the conversation, provide the informality, the spark, the conviviality which sets the pace for a happy occasion."




Click photo for greater detail.

The booklet goes on with ideas for entertainment and party decor. "Gather all your old (or new) magazines and newspapers. Cut out pictures and advertisements, paste them on shirt cardboards, and with a felt marker print underneath and alongside funny quotations or sayings pertaining to the BEER PARTY/USA occasion. Hang or tape the pictures around the house or apartment; put lots in the area where the beer is being served...


"Everyone agrees that music sets any BEER PARTY/USA in full swing. It can be any type of presentation. The phonograph generally proves most practical. Before guests arrive, select a variety of records. You can then relax and enjoy the evening. If you are lucky enough to have 'home' musicians on the guest list, ask them to 'bring-a-long' their insturments and you've got ready-made festivity for the affair! Have song sheets available. Choose some old and some new 'favorite' tunes. Type the words on paper for each guest. It's great to have a piano, but if you don't, there's usually one good voice to start the singing. Then just watch and listen--they'll never stop!"

 

For party decorations, the booklet suggests using old beer bottles for flowers and as candle holders, and for the dinnertable centerpiece, "Include beer bottles, beer drawings or some allusion to beer in the display." It also suggests spray painting artichokes and lemons in a red, white and blue color scheme, and suggestions for a "patio candlerama."

 

"Beer bottles are more attractive than ever before. You can achieve many unique designs by decorating beer bottles with paint, ribbons, jewels and other decorative ornaments. They can be used for flower vases, candle holders or favors for your guests...Small artificial flowers around the base of the bottle can be most attractive."

 

There's a section on tips for serving beer, tips on properly displaying the flag and bunting, seasonal "BEER PARTIES/USA," birthday and anniversary "BEER PARTIES/USA," and beer recipies including "Brewmaster's Steak," "Beer-Glazed Ham," "Beer-Becued Spareribs," "Beer Cheese Wafers," and even "Birthday Beer Cake."

 

There's also a section on Social Hints. "Nowadays there are less rigid party rules than in the past," the booklet acknowleges. "The hour for your party and the placing of your table and your silverware may be to your choosing--provided it is done tastefully and thoughtfully."

 

But even in the 1960s, there were still some rigid (and some might say sexist) rules regarding introductions. "It's difficult for many of us to remember proper form on introductions. Here's a good tip: with two important exceptions, gentlemen are always introduced TO ladies. The proper form goes like this: 'Mr. Jones, this is Mrs. Smith.' Or, 'Mrs. Smith, may I present Mr. Jones.' The two exceptions are clergymen and important public officials. In these instances, reverse it, as follows: 'Mrs. Smith, this is Reverend Jones.' Or, 'Mayor Jones, may I present Mrs. Smith.'"

 

Throughout the booklet, the word "gay" is used a lot--presumably the archaic old meaning of the word. "Use color, a gay tablecloth, bright napkins," it suggests in setting up a buffet table. Another suggestion: "if you're not good at names, or it's a large party, use name tags--the simple stick-on kind, which come in gay colors." It all adds up to a very gay BEER PARTY/USA.



 



Who Was the Man on the Gablinger's Can? Or: The Real 'Father' of Light Beer

Perplexing as it is to those of us who actually enjoy beer, the most popular brews in the United States, hands-down, are so-called light beers made by massive, big corporations. Consumed primarily by young doofuses who have a complete inability to think beyond the scope of commercials they see on ESPN. Decades ago, "light" beer was simply a distinction from "dark" or "heavy" beer. The first "light" beer as currently defined was not Miller Lite (nor did Miller even originate Lite), but it was a product introduced in 1967 called Gablinger's Beer, distributed by a subsidiary of Rheingold Breweries, Inc. of New York called Forrest Brewing Company. (And in spite of errorneous information in several Web articles, Gablinger's was never specifically marketed as "diet beer.")


1967 ad for Gablinger's beer.



The slogan, appearing on cartons and point-of-purchase displays in strong typeography was "GABLINGER'S BEER DOESN'T FILL YOU UP." Ad copy boasted that it had no carbohydrates, no fat, and 0.25% protein, making it sound downright healthy. The beer was pale in color, and undoubtedly pale in taste, but advertising claimed it tasted just as good as any other beer.

Labels on cans and bottles featured a drawing of a rather plain-looking middle-aged man in a suit, who looked like he could have been your high school shop or business teacher.

The man was a real person named Hersch Gablinger, a Swiss researcher who developed the technique for eliminating carbohydrates from beer, according to a piece in the May 1967 issue of the trade magazine Modern Packaging. He gave his permission to allow his image to be used on the packages. The process he had developed, according to Modern Packaging, "is claimed to enable consumers to quaff the brew without getting a 'filled-up' feeling."

Gablinger's was sold mostly in Rheingold's marketing area in the eastern US. Meanwhile, Chicago-based Meister Brau came up with its own low carb, low cal beer called Meister Brau Lite, introduced in 1968. While Gablinger's had a distinctly masculine-looking package, Meister Brau tried to appeal to women with its Lite packaging, and even attempted to launch a whole line of dietetic food products with the Lite name, similar to the Weight Watchers product line.

Neither Gablinger's nor Meister Brau Lite really caught on, however. Meister Brau in particular saw hard times and in 1972 sold its brands including Lite to Miller Brewing Company of Milwaukee, Wisconsin. To make a long story short, Miller redesigned the packaging and relaunched Lite under its own name, came up with an ingenious marketing strategy using macho ex-jocks and others in humorous commercials, and soon the brand took off, forcing competing brewers to come up with their own light (but not Lite) beers. Soon, light beers would overtake sales of so-called regular beers.

Meanwhile, Gablinger's beer continued to struggle in spite of the new popularity of light beers. In 1976 the packaging was changed, in attempt to broaden appeal and make the packages stand out more on retailer's shelves. The dark brown background color was replaced with bright orange. The portrait of Hersch Gablinger was dropped, replaced by a depiction of a man and woman raising mugs of surprisingly dark-looking beers (the complete opposite of Gablinger's) while seated at a table in what looks like a fast food restaurant. Though most likely unintended, the image looked strikingly similar to one used by Farrell's Ice Cream Parlour Restaurants. In fact, the cans looked more like diet soda pop cans than beer cans.

By the 1980s, Gablingr's beer was no more, the trademark registration canceled in 1984, and Hersch Gablinger, whose discovery would launch an astronomically successful product category for the brewing industry, would be completely forgotten about.

When the Grinch First Stole Christmas

On Sunday, December 18, 1966, the Dr. Seuss TV special "How the Grinch Stole Christmas" was shown for the first time on the CBS Television Network. The Grinch was so mean, he preempted "Lassie," although young fans of the beloved collie probably didn't mind. The half-hour animated special has been shown every year since and has been seen by countless millions, most of whom at this point in time were born decades after its original broadcast.

The issue of TV Guide from that week (December 17-23, 1966) featured a "close-up" of the special along with an ad for the soundtrack album in its local programming pages, plus a three-page article about it in the national section, with some interesting insights.

"How the Grinch Stole Christmas" had already been a best-selling children's book, first published in 1957. When Theodor Geisel (Dr. Seuss) teamed up with Chuck Jones, head of MGM's animation department to adapt it for television, a few details had to be worked out. For instance, what color is the Grinch, actually? In the book he was drawn in black and white with red eyes. It looked good on paper, but in the TV special, where things had to be in fuller color, it was decided the Grinch was green.

Also, according to the TV Guide article, "In studying the 'Who's,' whose village the Grinch invades on Christmas Eve, Jones discovered that 'Lady Who's don't have high-heeled shoes--they have high-heeled feet,' and the little girl, Cindy-Lou, 'is not a regular little girl--she has antennas.'"

Production of the special took nearly a year, was made up of more than 25,000 individual drawings, or cells, and according to TV Guide it was at the time "the most expensive half-hour animated cartoon ever created for television." Well-known monster movie actor Boris Karloff narrated the special, virsitle voice actor June Foray ("Rocky the Squirrel" among many others) voiced Cindy Lou, and Thurl Ravenscroft (voice of "Tony the Tiger" of Kellogg's Frosted Flakes fame) sang, "You're a Mean One, Mr. Grinch."

Theodor Geisel was 62 at the time, and although he had been married for 39 years, they had no children. "Kids frighten him," an unnamed friend is quoted in the TV Guide article. The article went on to tell an interesting story about Geisel and his relations with kids. "Once, in Cleveland, autographing his books at a department store, Ted found himself facing a hostile group of children, who finally told him that one of their number could draw better than he could. Geisel invited the boy to join him at the blackboard.

"'By God, he could draw better!' Geisel recalls."

Theodor Geisel died in 1991 at the age of 87. But it was predicted, even back in 1966, that Dr. Seuss would live on. "I predict that Dr. Seuss will emerge as one of the great classics of this era. In 2059, children will hoot for joy when they come across Seuss books," said Rudolph Flesch, author of "Why Johnny Can't Read" in TV Guide. Added Bennet Cerf, head of Random House, which published the Dr. Seuss books, "We have some great names on our list--Faulkner, O'Hara, Capote. But Ted Geisel is the only real genius among them."

Pierre's Proffesional Recipes for the Housewife

In the late 1930s, a feature called "Pierre's Professional Recipes for the Housewife" was syndicated to newspapers across the country by J.C. Mutty of Rochester, New York. It was a comic strip featuring a French chef, complete with a mustache and white chef's hat, demonstrating in simple, easy-to-follow illustrations, how to prepare main courses for evening meals. That is, if the Depression-era housewives reading the strip in their local papers could afford things like baked ham, lamb shoulder and crown roast. In some American households at the time, the family was lucky to get canned soup and crackers for dinner.

Still, for people interested in old recipes and chef lore, these comic strips are rather interesting and the recipes might be worth trying, if one has the gumption. The samples reprinted below originally appeared in the Minneapolis Tribune from 1937-1938.

Dixie Baked Ham
(originally published July 20, 1937)

                                                          
Roast Lamb Shoulder
(originally published January 7, 1938)

 

                                                           
Sauerbraten
(originally published January 13, 1938)

                                                           
Crown Roast of Pork or Lamb
(originally published January 21, 1938)

   



                                                        
Shepherd's Roast
(originally published June 17, 1938)

Mobile phones--as conceived in 1945

Found an interesting short article under the title "Your Life Tomorrow" by David O. Woodbury, from the June 23, 1945 issue of the long-defunct Collier's magazine, page 66. Published just before the end of the Second World War, the concept of cell phones, or at least mobile telephones in your car, was discussed as one of the big things to come in post-war America. It would be decades before any such thing was workable enough to become commonplace, but here's how cell phones, if you will, were envisioned in 1945:



Illustration from Collier's, June 23, 1945

   "The mobile telephone will give the driver on the road exactly the same performance that his business or home phone does. Rolling along city streets or speeding down a country highway, you will simply lift the insturment off its hook on your dashboard, hear the familiar, 'Number please,' and get your connection. In town the call will go through almost as fast as the present-day local call. In some cases you may even be able to dial it yourself. In the country you will be making what amounts to a toll call, with the usual waits for connections.

 

   "The trick will be accomplished by a combination of short-wave radio and standard land-line systems. Behind the dashboard will be located a compact low-power transmitter and receiver unit much like that used in Army jeeps and trucks. It will be fed by your car battery and will be entirely automatic.

 

   "When you make a call, your voice will be broadcast ten to thirty miles. Somewhere in this area the telephone company will have a radio pickup station, on the air all the time to receive your signal. These stations will be spotted along the highways closely enough to assure good transmission; in cities they will be so located that steel buildings can't cast radio shadows and so cause fading or echoes. In any area where the service is given, you can be sure of being heard. Frequency modulation will be used to cut down static.

 

  "From the pickup station onward, the system will work as part of the regular telephone network. The operator will signal the exchange you ask for and have your party rung.

 

   "But the service is to be two-way. You can be called while driving along, just as reliably as you can be reached in your home."

 

   The article goes on about how this system would be useful for delivery drivers in particular, and "The sets to be used in trucks and cars are highly developed and reliable. They will be furnished either by the telephone companies on rental or you can purchase your own. Servicing will be done by company electricians or perhaps by special garage mechanics if you get your own set."

 

   "The cost of all of this will not be great. To car owners, having a telephone may be a luxury for a time. But to commercial trucking companies, the cost will be nothing compared to the savings made in operating expenses and time. Drivers who now have to return to headquarters for orders or go ahead entirely on their own will be in touch with the home office wherever they are.

 

   "In the city, practically every type of commercial vehicle can be operated more effectively with telephone aboard. Ambulances, taxis, armored cars, service trucks, delivery wagons -- all can save time and extra miles and give better service, too. The mobile telephone will be especially valuable to doctors and will protect a community better than stationary telephones in an emergency."

 

   The article concludes, "One great advantage on the open road will be that if you are in any kind of trouble, you can get through a speedy call for help that may save a life."

 

   Imagine that!

Barry ZeVan, Tom Ryther and JFK

Anyone who was at least five years old on November 22, 1963 remembers where they were when they first heard the news that President John F. Kennedy had been shot in Dallas and later died. Those who were children then most likely heard about it while in school. Adults heard about it in all different ways, likely either from a television or radio report or through word of mouth.

Whenever I interview someone who was around then, especially people who had careers in media, I like to ask them where they were on that fateful day. I've had the pleasure of talking many times to a couple of talents I grew up watching on television in the Minneapolis-St. Paul area, Barry ZeVan and Tom Ryther. The two of them were colleagues and friends who worked together in the Twin Cities market in the 1970s and 1980s, and separately in various other cities. They didn't meet until about seven years after the JFK assassination, but when it happened both of them were young broadcasters, 26 years old at the time, and they both have their own unique stories of where they were when they first heard the news.




KSTP-TV ad promoting Barry ZeVan
 the Weatherman from 1971.

Recalls Barry ZeVan:

I had been attending one of the first BPA (Broadcast Promotion Association) conventions at the Jack Tar Hotel in San Francisco from the 16th to 19th of November, 1963. I had friends in Yuma, Arizona, who asked if I could drive there to visit for a day, and since I had the time, I decided to do so. I arrived in Yuma the night of the 20th, spent the day of the 21st there, then started to drive back home (which was Idaho Falls, Idaho, at the time) the morning of the 22nd. For some reason, I chose to not have the radio on while driving, but decided to turn it on around Noon, Pacific Time. I had just crossed the Colorado River into Needles, California, to get on the highway that would lead me to Las Vegas and northward to Idaho. Just north of Needles, after a commercial had played, I heard Fulton Lewis, Jr., a highly-respected newscaster and commentator, talking about Presidential succession. I thought to myself, "Why?'. Then he stated, for those just tuning in, President Kennedy had been killed. I screamed and nearly went of the road, just south of Searchlight, Nevada (Harry Reid's hometown).

Because there were no cell phones then, I had to wait until I got to Boulder City, Nevada, to call my wife to assure her I'd be driving all night to get home, and for her to not worry about the survival of this country. When I got to Las Vegas about a half-hour later, I heard on the radio all lights on The Strip and downtown, on Fremont Street, would not be lighted until Midnight that night. It was raining and snowing, mixed, that late afternoon and evening, and very chilly for Las Vegas that time of year. The skies were crying, too. I drove through blizzard-like weather all the way to Idaho Falls, which I reached about 7 the next morning. I never turned the radio off. At about 4 a.m., I heard the comforting words of then Senator Hubert Humphrey and Rhode Island's Senator John Pastore, reassuring the nation that all would be well, regardless of the horror we all endured the preceding day. I didn't know at that time Senator Humphrey would become a very good friend to me in later years.

The night I emceed Vice President Mondale's pre-inaugural banquet at the Washington Hilton in January, 1977, former Vice President Humphrey was in the audience and I got to introduce him to come to the podium for his remarks that evening. I told the preceding story (regarding my memories of him that early November 23rd on the snow-swept highway in Southern Idaho), and how he'd inspired me and the rest of the nation, I'm certain, to know we would survive the event of that terrible preceding day.



Tom Ryther became the KSTP-TV sports director in 1971.

Tom Ryther was on the air on radio station WIBV in Belleville, IL, a suburb of St. Louis, when the news broke. His story appeared in my web article, The RYTHER Factor.

It was high noon on that day in 1963, and we had an old newspaper guy who was our news director and all he did was rip and hand us the news copy [off the news wire]. He hands me this thing, ‘There have been shots fired in Dallas. It is believed that President Kennedy has been wounded.’ I was on the air reading a newscast, and I said, ‘We’ll bring you further details as they develop.’ Al [the news director] goes to lunch. When he came back I said "Al, what the…the President of the United States has been shot!"

In the hour after the first bulletin had cleared the wire, while the news director was out to lunch, Tom ran back and forth between the newsroom and the studio, getting reports from the Associated Press and United Press International wires and getting the information on the air as quickly as possible while playing records and taped commercials in the interim. Finally came the bulletin, which he read on the air:

“Word just in from the Associated Press, President John F. Kennedy has died of wounds suffered in Dallas during a motorcade. It is unknown at this time who did the shooting. Investigations are underway.”

Luckily I had gotten some training so I had some experience, [and] I had a cool head that day.

As a journalism student in 1958, Tom had actually met then-Senator Kennedy when he went to Washington with other journalism students as a guest of Sen. Stuart Symington of Missouri. The future President met with the students outside of Senate chambers and answered questions from the students, including Tom. He says:

I never wrote a story about it, but I was in on the interview. I sat there, asked him questions, talked to him. Great charisma.

(Find out about Tom Ryther's memoir, "The Hummelsheim Kid" here.)

Television Listings--November 22, 1963

Banner headline on the November 22, 1963 edition of the Minneapolis Star evening newspaper read, "PRESIDENT SLAIN Sniper Cuts Down Kennedy, Texas Governor in Dallas Parade". It had news and photos about the infamous day in history when President John F. Kennedy was assassinated in Dallas. Meanwhile on television, all of the networks broke into programming as soon as the story hit, and presented wall-to-wall news coverage for the next several days.

But the television program listings carried in the paper were submitted in advance, and on page 23A we see what would have been on had the President not been slain. In those days in the Minneapolis-St. Paul area, WCCO-4 was CBS (as it is now), KSTP-5 was NBC, KMSP-9 was ABC and WTCN-11 was independent. Since the Star was an evening paper, the listings start at 4 p.m. Friday and go through 3 p.m. Saturday. Everything listed was preempted that day (although we are not entirely clear what WTCN did that day, as it had no network affiliation at that time).

In addition to the listings, ads on the page promote Lee J. Cobb, Harry Guardino and Gena Rowlands in John O'Hara's "It's Mental Work" on "Bob Hope Presents the Chrysler Theater" on NBC that night, and local late night movies on Channels 9 and 11.

Programs highlighted by the newspaper included:

6:30--77 SUNSET STRIP. "Lover's Lane," a drama featuring guest Preston Foster.--ch. 9.

7:30--ROUTE 66. "Kiss the Monster, Make Him Sleep." James Coburn and Barbara Mattes appear in drama filmed in Minneapolis.--ch. 4.

7:30--MOVIE. "Goliath Against the Giants." Brad Harris stars in drama shown for the first time on TV in this area. --ch. 11.

8:30--TWILIGHT ZONE. "Night Call." Gladys Cooper is splendid in a weird little story about an elderly invalid who gets phone calls without the aid of the phone company.--ch. 4.

9:00--ALFRED HITCHCOCK. "Body in the Barn." A suspicious woman is positive that her neighbor has been murdered by his wife, and she wants justice done. The story is well paced and cast. Lillian Gish, Peter Lind Hays and Maggie McNamara have the leads.--ch. 4.

9:00--JACK PAAR. Guests: Liberace, Milt Kamen, Cassius Clay and Mary McCarthy.--ch. 5.

10:30--STEVE ALLEN. Guests: Joe Flynn, Janice Baker, Jack Carter and comedienna Gina Wilson. --ch. 4.

10:30--TONIGHT. Guests: Kirk Douglas, Dave King, Henny Youngman and the Willis Sisters.--ch. 5.

SATURDAY AFTERNOON

12:30--SPORTS SPECTACULAR presents charity basketball game between the Harlem Globetrotters and Prince Phillip's Taverners.--ch. 4.

12:30--AMERICAN BANDSTAND. Guests: Johnny Mathis, Connie Stevens, Johnny Crawford and Annette.--ch. 9.

1:15--FOOTBALL. Minnesota vs. Wisconsin.--ch. 4.