6 thoughts on “Taste Tells – Taste Sells – in German”

  1. I think this is a case of “sell what you’ve got on hand”. This looks like an ad that was created for the English speaking market and then the newspaper’s ad department put in some copy for the German speaking readers of the newspaper.

  2. This was an interesting find. The ad almost randomly switches between English and German. I looked at images for Standard beer on Google. Based on a tray featuring 5 ale brands, Standard seemed to be mainly an ale brewery in the 30s. I did see a 1938 Ox Cart Beer can, but there was also Ox Cart Ale. In the US “bastard ales” were common — lagers brewed to take on some ale character. The Ox Cart Beer can doesn’t specify lager, or any other typical lager processes. Maybe Ox Cart Beer at the time was an ale brewed to take on lager character, a “bastard lager”?

    • Thanks Arnold, and to Brian for his comment earlier. Interesting about the Oxcart Beer, normally “beer” would set it off from ale (so lager) particularly in a matched pair.

      One would think in this context “beer” would resonate due to bier. Always hard to know what was going on. Maybe Standard just used its normal ad copy, not bothering or thinking to change it.

      Certainly true that some ale by then was lager-like, probably the sparkling ale especially, which is highlighted in the ad. So that may have been the beer, finally, Standard pitched to a German ethnic audience.

      Odd though to see rustic sounding, Anglo-centric iterations of ale and porter mentioned here.

  3. Maybe they were trying to seem less “German” to the surrounding community, given the geopolitical environment at the time?

    • Possibly, or perhaps Standard did not brew lager in this period. I did not check, but if they did make lager one thinks it would be included, at least, in this group.


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