Today, a few more advertisements of beers by the Newfoundland Brewery Limited, India Beer and India Pale Ale.
Category Archives: Advertisement
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 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.
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.
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!
Today, some old adverts from old issues of the Newfoundland Quarterly.
I also found another beer brewed by the Bavarian Brewing Company from 1946:
And this advert for the hipster stand-by Pabst (which was imported):
From the 1955 (volume 4) of the Quarterly I found this one:
I think they should bring back that slogan!
And, as further evidence everything was rainbows in Newfoundland in the 1950’s:
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.
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 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.
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.
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.
No date or information, but this is a really cute old Black Horse commercial: