Description
Black and white 9 3/4″ x 13 3/4″ ad that is for Pabst Blue Ribbon Beer. This ad has a drawing of a very happy man who is pointing towards his glass of Pabst Blue Ribbon Beer as he turns back towards the reader with the claim that it is “Blended 33 Times to Make One Great Beer”. The sub-headline says that “It Takes 33 Separate Brews to Make a Single Glass of This Delicious Beer!”. The text then says that “As thousands of beer lovers set down a cool, clear of Pabst Blue Ribbon, they say” ‘Gosh, how do they do it’. Well, one swift answer is…33 Blends…Not one, or two, or five, but 33 separate ‘brews’ from 33 separate kettles. Each brew is as fine as choicest ingredients and Pabst’s 96 years of experience can make it. But brewing is a natural process, and Nature never yields two brews that are exactly alike, even with the same formula and strict scientific control. That’s why Pabst goes to so much extra work and expense to bring together 33 separate brews in perfect blend – dictated by the Blue Ribbon formula. As in the finest champagnes, coffee, tobacco, it’s expertly balanced blending that gives Blue Ribbon its unvarying goodness. The result is: America’s Premium Beer…with a smoothness that is unique…and a taste that is always the same…Sometime today, have the pleasure of meeting Blue Ribbon“. There is a box over to the right that gives the “5 Reasons why its America’s Premium Beer”. They are “1 – Only Pabst insures quality through complete processing of all grains – uses none malted or milled by others. 2 – 96 Years of brewing fine beer…over 20 billion glasses! 3 – First to introduce brewing of true lager beer to Milwaukee (1851). 4 – 28 Scientists guard every step from grain to glass…grow the pure culture yeast used exclusively by Pabst. 5 – Blended 33 Times…for flavor, for smoothness, for unvarying goodness”.
Source: May 20, 1940 Life magazine.
