Description
Black and white 9 1/2″ x 13 3/4″ ad that is for Beer…A Beverage Of Moderation For The Nation. This ad starts off with the heading “The Moderation Hour” and has a picture of two well-dressed middle-aged men sitting down in a cafe each having a beer and talking about what is going on in the world. The ad then says that “Good Beer And Ale in wholesome, modern taverns offer Americans pleasant, inexpensive relaxation!”. It then says that “More and more Americans are enjoying the hours of relaxation in the company of good beer and ale…the beverage of moderation. We of the Brewing Industry want to protect your right to do this…by making sure that the place where you buy beer is as wholesome as beer itself. We have developed a plan to “clean-up or close-up” any anti-social retail establishments that may exist. This plan is now in effect in a number of states and is being extended to others as rapidly as possible. We’d like you to know about it…as well as other interesting facts about beer and ale. May we send you an informative free booklet? Write: United Brewers Industrial Foundation, Dept A14, 21 E. 40th St. New York”.
Source: May 20, 1940 Life magazine.
