Breweriana by Kevin Kious

Author:Kevin Kious
Language: eng
Format: epub
Tags: Breweriana: American Beer Collectibles
ISBN: 9781782001041
Publisher: Osprey Publishing

Colorful reverse-on-glass signs, like this from Fell Brewing, of Carbondale, Pennsylvania, were issued by many small breweries during the 1930s.

Space-saving bottles called “stubbies” and “steinies” also were new to the scene. By government mandate, their labels, like those of all other bottles and cans, bore the statement “internal revenue tax paid.” In the early-to mid-1930s, these bottles also displayed the “U-permit” designation, a number assigned to each brewery by the federal government, which had to appear on labels until 1935.

Advances also had been made in electrical signage during the beerless era, and brewers were quick to take advantage of them. Neons could be displayed both indoors and out, and fancy lights were produced using a variety of imaginative designs and with great names like “bullet” and “cab.” Bullet signs were actually shaped like a bullet and lit from the inside or behind, while the shape of cab lights mimicked those of the signs found on the roof of a taxi. Bright colors and motion effects were achieved using a variety of interesting motorized devices including internal parts that spun and rotated and liquid-filled tubes that bubbled when heated. Colorful outdoor and indoor metal signs of all shapes and sizes continued to be used by many breweries as well.

The post-Prohibition beer business was to become highly competitive. Many underfinanced breweries quickly went out of business. Items produced by them are among the most sought after by modern enthusiasts. The record is unclear as to which was the first reopened U.S. brewery to fail and close its doors. But the title of the first beer can to be obsolete clearly goes to Kent Ale, an India Pale Ale-style of beer issued by the pioneering Krueger brewery. It was canned for only a few months beginning late in 1935.

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