Page 38 - Journal of Antiques and Collectibles June 2019
P. 38
These vintage pottery salt and pepper shakers
have a disclaimer at the top of their labels:
“Does Not Contain Beer”
soft drink company, and sold malt syrup. The
1950s Pabst Blue Ribbon bartender display brewery also adjusted by making the next best thing
for Wisconsinites … cheese, branded Pabst-ett. Pabst
At left: A Pabst trade card capitalizing on the
interest in Polar Exploration measures 3” x 4 3/8” sold over 8 million pounds of Pabst-ett cheese dur-
and sold on Ruby Lane for $15 ing Prohibition. In 1933 it sold the cheese opera-
tions to Kraft so the company could return to what it
did best, brewing and selling beer.
Of the 1300 breweries in operation before
Prohibition, only 100 survived. A year after
Prohibition was repealed in 1933, Pabst’s sales broke
the 1-million-barrel mark, and the blue ribbons were
already hand-tying the ribbon around each bottle once again tied around the neck of the bottle, a
of the company’s flagship brand, Best Select Beer, custom that endured from 1933 until 1950.
to make their brand stand out at saloons. The strat- Wear Your Beer
egy was paying off as patrons started asking their
bartenders for the blue ribbon beer. The world’s From brand apparel to “beer gear,” accessories,
fair contest added the legitimacy Pabst needed to specialty products, and branded items for the great
promote his beer as a true blue ribbon winner. In outdoors, fans and collectors of Breweriana and
1895 “Blue Ribbon” was officially added to the Pabst have and continue to find plenty of old and
Best Select brand name and in 1899 the brand always new items to add to their collection.
name was officially changed to Pabst Blue Ribbon. For the most part, Pabst-branded items can be
Recent scholarship, however, has called Pabst’s readily and inexpensively purchased online on eBay
boasts into question. The company was forced to Late-1970s 20” x 21” Pabst “Ribbon” neon sign or found at flea markets by collectors and enthusiasts
change the claims on its website’s timeline from is one of the most sought-after designs and of the beer, the brand, and the many crossovers to be
“Pabst was awarded the blue ribbon at the typically sells for $150-$300 found in a Breweriana collection. Most of these
Columbian Exposition in Chicago, beating out items are too contemporary to be deemed
many other popular American brewers” to “In 1882, Pabst added pieces of antiques or vintage, and can be found for as
blue ribbon tied around the necks of Best Select beer bottles.” There is no little as $10 up to a few hundred for good neon
longer mention of the brewery winning the blue ribbon at the 1893 and tin signs. A Google search uncovers a
Columbian Exposition. The company, however, continued to build on this staggering array of Pabst-branded merchandise.
story, long after the Captain’s death in 1903. The iconic blue ribbon became Serious collectors, however, love vintage Pabst
a permanent part of the label after prohibition in the 1930s when it appeared cans, bottles, trays, and signage from the mid-
on Pabst’s new high-tech distribution method, the “can.” It continues to 20th century. Some of the most desired
represent a defining element on their easy-to-identify blue ribbon label with collectibles are vintage Pabst bar statues with
the original claim: “Selected as America’s Best in 1893.” their miniature, striped-shirted bartenders serving
up frosty mugs of fake beer, plus pre-1900 bottles
Surviving Prohibition and advertising.
Prohibition crippled a thriving With the brand still
brewing industry in the United going strong even after all
States. Between 1900 and 1913, these years and under
beer production in the United States new management, one
rose from 1.2 billion gallons to 2 has to wonder what the
billion gallons. By 1916, there were next desired item will be
approximately 1,300 breweries in for many Breweriana
the country; but four years later, a 686.com and Pabst Blue Ribbon collectors. How about the
nationwide ban on alcohol went Pabst Brick Cheese from the Prohibition era have partnered to create the “Sixer,” a Pabst-branded
into effect. ultimate winter beer jacket/ jacket that doubles as a
The breweries that survived pro- cooler collaboration: beer cooler? This jacket
hibition did so by retooling their At right: Vintage Pabst flat-top “Dietetic the “Sixer” turns its wearers into a
operations and producing non- Non-Fattening Ginger” 10-oz. can mobile 12-pack with 11
alcoholic beverages and other food sells for anywhere from $6 to $15 compartments – and the 12th assumed to be held in your
products. Anheuser-Busch made depending on condition hand. This could turn out to be a popular collectible
over two dozen non-alcoholic for many reasons and is expected to be available in the
Prohibition products (including a non-alcoholic malt beverage called near future.
“Bevo”), ice cream, soft drinks, and used its factory space for the production Blue Ribbon
of truck bodies. Family-owned Detroit-based Stroh’s made malt syrup and Collectibles
ice cream. Pittsburgh Brewery survived Prohibition by making “near beer”
and ice cream, in addition to running a cold storage facility. Coors became Sources:
one of the leading producers of malted milk, which was sold to soda • ozy.com/flashback/did-pbr-really-win-its-iconic-blue-ribbon/91922
fountains and candy companies, and marketed as a food for infants. • smithsonianmag.com/arts-culture/where-did-pabst-win-that-blue-ribbon
Pabst Brewing Company was no different. The company leased part of • pabstmansion.com/history/pabst-brewing-co
its plant space to motorcycle manufacturer Harley-Davidson, purchased a • urbanmilwaukee.com/2015/10/13/yesterdays-milwaukee
• immigrantentrepreneurship.org/entry.php?rec=25
Journal of Antiques and Collectibles
36
have a disclaimer at the top of their labels:
“Does Not Contain Beer”
soft drink company, and sold malt syrup. The
1950s Pabst Blue Ribbon bartender display brewery also adjusted by making the next best thing
for Wisconsinites … cheese, branded Pabst-ett. Pabst
At left: A Pabst trade card capitalizing on the
interest in Polar Exploration measures 3” x 4 3/8” sold over 8 million pounds of Pabst-ett cheese dur-
and sold on Ruby Lane for $15 ing Prohibition. In 1933 it sold the cheese opera-
tions to Kraft so the company could return to what it
did best, brewing and selling beer.
Of the 1300 breweries in operation before
Prohibition, only 100 survived. A year after
Prohibition was repealed in 1933, Pabst’s sales broke
the 1-million-barrel mark, and the blue ribbons were
already hand-tying the ribbon around each bottle once again tied around the neck of the bottle, a
of the company’s flagship brand, Best Select Beer, custom that endured from 1933 until 1950.
to make their brand stand out at saloons. The strat- Wear Your Beer
egy was paying off as patrons started asking their
bartenders for the blue ribbon beer. The world’s From brand apparel to “beer gear,” accessories,
fair contest added the legitimacy Pabst needed to specialty products, and branded items for the great
promote his beer as a true blue ribbon winner. In outdoors, fans and collectors of Breweriana and
1895 “Blue Ribbon” was officially added to the Pabst have and continue to find plenty of old and
Best Select brand name and in 1899 the brand always new items to add to their collection.
name was officially changed to Pabst Blue Ribbon. For the most part, Pabst-branded items can be
Recent scholarship, however, has called Pabst’s readily and inexpensively purchased online on eBay
boasts into question. The company was forced to Late-1970s 20” x 21” Pabst “Ribbon” neon sign or found at flea markets by collectors and enthusiasts
change the claims on its website’s timeline from is one of the most sought-after designs and of the beer, the brand, and the many crossovers to be
“Pabst was awarded the blue ribbon at the typically sells for $150-$300 found in a Breweriana collection. Most of these
Columbian Exposition in Chicago, beating out items are too contemporary to be deemed
many other popular American brewers” to “In 1882, Pabst added pieces of antiques or vintage, and can be found for as
blue ribbon tied around the necks of Best Select beer bottles.” There is no little as $10 up to a few hundred for good neon
longer mention of the brewery winning the blue ribbon at the 1893 and tin signs. A Google search uncovers a
Columbian Exposition. The company, however, continued to build on this staggering array of Pabst-branded merchandise.
story, long after the Captain’s death in 1903. The iconic blue ribbon became Serious collectors, however, love vintage Pabst
a permanent part of the label after prohibition in the 1930s when it appeared cans, bottles, trays, and signage from the mid-
on Pabst’s new high-tech distribution method, the “can.” It continues to 20th century. Some of the most desired
represent a defining element on their easy-to-identify blue ribbon label with collectibles are vintage Pabst bar statues with
the original claim: “Selected as America’s Best in 1893.” their miniature, striped-shirted bartenders serving
up frosty mugs of fake beer, plus pre-1900 bottles
Surviving Prohibition and advertising.
Prohibition crippled a thriving With the brand still
brewing industry in the United going strong even after all
States. Between 1900 and 1913, these years and under
beer production in the United States new management, one
rose from 1.2 billion gallons to 2 has to wonder what the
billion gallons. By 1916, there were next desired item will be
approximately 1,300 breweries in for many Breweriana
the country; but four years later, a 686.com and Pabst Blue Ribbon collectors. How about the
nationwide ban on alcohol went Pabst Brick Cheese from the Prohibition era have partnered to create the “Sixer,” a Pabst-branded
into effect. ultimate winter beer jacket/ jacket that doubles as a
The breweries that survived pro- cooler collaboration: beer cooler? This jacket
hibition did so by retooling their At right: Vintage Pabst flat-top “Dietetic the “Sixer” turns its wearers into a
operations and producing non- Non-Fattening Ginger” 10-oz. can mobile 12-pack with 11
alcoholic beverages and other food sells for anywhere from $6 to $15 compartments – and the 12th assumed to be held in your
products. Anheuser-Busch made depending on condition hand. This could turn out to be a popular collectible
over two dozen non-alcoholic for many reasons and is expected to be available in the
Prohibition products (including a non-alcoholic malt beverage called near future.
“Bevo”), ice cream, soft drinks, and used its factory space for the production Blue Ribbon
of truck bodies. Family-owned Detroit-based Stroh’s made malt syrup and Collectibles
ice cream. Pittsburgh Brewery survived Prohibition by making “near beer”
and ice cream, in addition to running a cold storage facility. Coors became Sources:
one of the leading producers of malted milk, which was sold to soda • ozy.com/flashback/did-pbr-really-win-its-iconic-blue-ribbon/91922
fountains and candy companies, and marketed as a food for infants. • smithsonianmag.com/arts-culture/where-did-pabst-win-that-blue-ribbon
Pabst Brewing Company was no different. The company leased part of • pabstmansion.com/history/pabst-brewing-co
its plant space to motorcycle manufacturer Harley-Davidson, purchased a • urbanmilwaukee.com/2015/10/13/yesterdays-milwaukee
• immigrantentrepreneurship.org/entry.php?rec=25
Journal of Antiques and Collectibles
36
