Category Archives: Advertisement

India, India, India Beer

Today, a few more advertisements of beers by the Newfoundland Brewery Limited, India Beer and India Pale Ale.

An unnamed young man sings about his India Beer in The Collegian, 1974-1975 (the yearbook of Prince of Wales Collegiate, a high-school in St. John's).

This one from Burkes Ballades (1960?) offers free home delivery!

India beer advertised with a lesser known brand, London '53. From The Atlantic Guardian, 13, 1956 (page 23).

From the Newfoundland Who's Who, 1937 (page 13), three men enjoy frothy glasses of India Pale Ale.

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Filed under Advertisement, Culture, History, India Beer, Newfoundland Brewery

The Big Three of Bennett

Bennett Brewing was one of the most powerful and popular breweries in Newfoundland in the 1950s. In the 1950s there were many advertisements claiming that the “big three” beers in Newfoundland were Dominion Pale Ale, Dominon Stout, and Rainbow Beer. Here are a few examples:

The "big three" as advertised in the Adelphian, the school magazine of St. Bonaventure's College in St. John's, in 1955.

A similar advert from volume 13 (page 23) of the Atlantic Guardian from 1956. They were celebrating Corner Brook's amalgamation.

A slightly more bland one from volume 31, issue 4, page 2, of the Newfoundland Quarterly from 1931.

This one, found on the cover of Burke's Ballads (compiled by Johnny White sometime near 1960) celebrates the milestones of Newfoundland's history.

The connection between Newfoundland music and Bennett Brewing is one I plan to explore in a future post. The Newfoundland Songbook in it’s many volumes was presented by Bennett Brewing and/or Dominion Ale is a major part of Newfoundland’s Brewing Heritage. I’ll be reviewing an article by Paul Mercer and Mac Swackhammer “`The singing of old Newfoundland Ballads and a cool glass of good beer go hand and hand’: Folklore and `Tradition’ in Newfoundland Advertising” Culture and Tradition 3 (1978) 36-45.

Another somewhat bland advert from the 1937 Newfoundland Who's Who, page 52

An advert for Haig Ale and Stout from 1926.

It’s interesting to note the medial sounding tone of the 1926 advertisement. This would be from only two short years after the end of Newfoundland’s bout with prohibition, so the medicinal aspect was still quite important, as that is how many of these breweries stayed in business during those years.

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Cabot Came Too Soon… for India Beer

More digging through old Atlantic Advocates today has yielded another gem of an advertisement! This old India Beer advert, from 1959, has to be one of my favorite. Note the label is like the one on the timeline, giving us a little more confidence that the diagonal India label was around for most of the 1950’s (that’s the bottle label, not the head stock one). I especially love the slogan “What Newfoundlanders Make, Makes Newfoundlanders,” which would be a great slogan for a contemporary craft brewery.

India Beer advert by Newfoundland Brewery Limited, from The Atlantic Advocate, June, 1959.

Just a note: I’m guessing this was in the June issue due to Cabot’s landfall in Newfoundland somewhere near June 24, 1497. This would have been just in time for the “Cabot 462” celebration!

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Filed under Advertisement, India Beer, Newfoundland Brewery

Newfoundland Quarterly

Today, some old adverts from old issues of the Newfoundland Quarterly.

A Bennett Brewing Advert from volume 46, issue 2 (page 41) of the Newfoundland Quarterly (1946)

I also found another beer brewed by the Bavarian Brewing Company from 1946:

Bavarian Brewing advert from volume 46, issue 2 of the Newfoundland Quarterly (1946)

And this advert for the hipster stand-by Pabst (which was imported):

Pabst Advert... Blended, yum...

From the 1955 (volume 4) of the Quarterly I found this one:

India Beer advert, NQ 1955, Volume 4.

I think they should bring back that slogan!

And, as further evidence everything was rainbows in Newfoundland in the 1950’s:

Rainbow Tea?

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Filed under Advertisement, Bavarian Brewing, Bennett Brewing, India Beer, Microbreweries, Rainbow Beer

The Atlantic Advocate

I was looking through some old copies of The Atlantic Advocate today and I found some great old advertisements. First, the one I was looking for, is this 1966 advert for the Newfoundland Brewery. Note the stubby bottles and the Molson Canadian beer. This was after the Molson takeover of 1962.

Newfoundland Brewery Advert from The Atlantic Advocate, September 1966 (page 57)

Close up of the 1966 India Pale Ale bottle.

Close up of the 1966 India Beer bottle.

Note that the label on the main page is older than the more contemporary looking version in this advert, which helps with the dating of the label and the more contemporary looking bottle.

More surprising to me was the cover of the June 1958 issue, which features a rainbow over Newfoundland as a “symbol of Newfoundland’s hopes in the Tenth Year of Confederation.” I have no evidence, only speculation, that this has something to do with Rainbow beer. Wouldn’t that be interesting?

The Cover of the June 1958 Atlantic Advocate

The Atlantic Advocate featured content from all of the Atlantic provinces and I found two other pretty interesting beer advertisements from Nova Scotia in the issues I was looking through. The first is this nice Moosehead (who are still independent) advert from the back of the 1958 issue of the Advocate.

A Cape Breton themed Moosehead Advertisement

The other was this much more provocative (read: sexist) advert for Oland’s export. Oland also made a Schooner Lager and is now caught up in the whole Labatt and Alexander Keith branding under Anheuser–Busch InBev. Either way, this advert is pretty visually stunning.

A racy advert for Nova Scotia's Oland's Export, The Atlantic Advocate, September 1966 (page 26)

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Filed under Advertisement, History, Labels, Maritimes, Newfoundland Brewery, Rainbow Beer

Budweiser in Newfoundland

Thus far I have really only been posting about old breweries and beer brands that were brewed in Newfoundland. Of course, that’s not the full story. Many breweries, just as they do now, were brewing big name brands under licence in Newfoundland. Others beers were imported and distributed by local companies (like the Lindberg Beer Company, who distributed Bass and Guinness). This advert, from the June 20, 1914, Evening Telegram (found in the Memorial University of Newfoundland’s digitized collection), is evidence of Budweiser’s early history in Newfoundland as distributed by J.D. Ryan.

Budweiser Advert. Evening telegram (St. John's, NL), June 20, 1914. (From MUN's digitized collection of the Evening Telegram)

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Old Black Horse Commercial

No date or information, but this is a really cute old Black Horse commercial:

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