| Breweriana by Augie H. Lems Hi Bob- I've been a reader of your column but don't think I've ever seen anything about my topic - Breweriana - collecting beer related stuff. Time was when like thousands (millions?) of other beer people like me collected rusty beer cans and neon bar signs, the more outrageous, the better. In general Breweriana is mostly associated with marketing items — things with beer brand names or slogans: Drink more Pabst, Stroh’s, Schlitz, Dixie, Tudor, Valley Forge, Iron City Toledo’s Buckeye Brewery, etc. A lot of people like to decorate their home with it; others collect it for the nostalgia and others for profit. Now however things have changed a bit in the collecting community. Oh, cans and bottles are still a large part of the mix, but these days a beer memorabilia show is as likely to see people dealing over mirrors and lamps and vintage beer truck delivery guy caps as an old bottle or can or coaster. You can even find old recordings of beer commercials played during baseball radio broadcasts for sale. In the early ’70s beer can collecting first became really popular with kids 10 to 14. We began collecting beer cans because of the artwork and the different colors. It was always a mission to find something you didn’t have. And many of those collectors ultimately became the now 40-and 50-year-old guys who never lost the passion. And the people who immerse themselves in collecting are as diverse as the names on the cans. While they may share a common passion, yet they tend to specialize in a niche. The niche can be very narrow or very wide. For a long time, I collected only signs that came from beer companies in Newark New Jersey. I think that's one of the reasons why collecting Breweriana has become so popular, because at one time, almost every small town had a brewery of it's own. Many collectors now specialize in Breweries from their hometown. Others specialize in a certain type of advertising, for example: Coasters, Labels, Trays, Signs, Openers, Tap Knobs, etc. The list goes on. Think about the last time you visited a grocery or beverage store. Have you ever looked at the different brands of beer on the shelves and in the coolers? Have you been beguiled by the variety, graphics, and colors of the packaging? Have you admired the neon and lighted signs that advertise beer at your local watering hole? Or had a brewery-branded book of matches, napkin, or coaster catch your eye? If so you might understand the passion we collectors have. Breweriana first appeared in the national lexicon with the 1972 formulation of the National Association of Breweriana Advertising, also known as NABA. Collecting started long before however most likely right after the very first beer cans, from the Krueger Brewing Company, showed up in stores in January 1935. Bob, it's a fun hobby filled with wonderful people. I hope you and your readers might attend a breweriana show. There are many local ones throughout the country. Even more, I hope you will join we collectors in the job of preserving a bit of beer history! ---------- Thanks for sending your article in, Augie. You're right - it's the only one I've ever received on breweriana. I too have saved beer cans and coasters and can appreciate your affection for the hobby. While it doesn't seem to be the fad it once was brewerian remains a wonderful hobby that I can recommend. That's especially true in this era of craft beer. With so many new breweries the tings available to collect are more numerous than ever before. Great job, Augie; I really enjoyed your article. Hope you write again! I'd like to invite everyone to send me their own columns about anything related to beer/drinking/booze just as Henry did. I select the best and publish them here. So join in and get writing. Cheers! Bob |
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