In 1942 Schaefer Brewing in Brooklyn, NY issued a handsome company history to commemorate 100 years in business. A website maintained by (I believe) Schaefer descendants and devoted to the brewery’s history has placed the rare volume online as a public service, here.
Earlier, I discussed a number of brewery and distillery histories, many from the mid-1900s. The Schaefer volume is not dissimilar but is particularly suave and well-designed. Hand-drawn illustrations inside the cover set the tone with their stylized depiction of beer lovers in different ages ranging from a Falstaffian figure to arm-in-arm modern young Americans striding toward their 1940s future.
In truth, the future was somewhat dimmed by America’s recent entry into WW II. War shadows were minimized even as a passage toward the end notes that with the taxes paid by Schaefer America could buy x number of P-40 fighter aircraft. So readers were reminded: the brewery and the country had entered a parlous era.
But certainly the book capped almost 10 years of solid success from the repeal of Prohibition. Schaefer made a particularly strong showing at the 1939 World’s Fair in New York with its art deco Schaefer Center, a restaurant and reception centre whose centrepiece was a curved, 125-foot open-air bar.
Rather than discuss the book further, I thought I’d open it up to discussion in the comments. Feel free to state impressions of this Schaefer valentine, pro-, con, or other.
I’ll respond with reactions when back from a short trip tomorrow night.