"SOMETHING MORE THAN BEER" 1943 ANHEUSER-BUSCH PROMOTIONAL FILM 66584
This 1943 Jam Handy Productions film takes viewers on a tour of the Anheuser-Busch Brewery in St. Louis, MO where Budweiser is brewed and bottled. The film’s stated purpose is to “give you an iron-clad answer to any questioner who asks why he should pay more for Budweiser.” The film opens with a father and his adult daughter climbing out of a car and heading into a restaurant for dinner-a black tie affair. They sit down at their table and order food. The man orders a Budweiser then explains to his daughter why he chooses to drink that specific beer. A band sings a song about Anheuser-Busch (03:28), then there is a close-up shot of the glass of Budweiser. Viewers get a good panoramic shot of the Anheuser-Busch Brewery in St. Louis (04:57), which encompasses a number of city blocks. The film shows fields of barley (05:45), a horticulturist examining barley in the field, and men in a laboratory studying the content of the barley. The grain is unloaded at the barley house (06:40) and is moved on elevators and conveyer belts to the malting process building. There is a good shot of the brewery’s silos. Barley is screened as it moves on a conveyer belt to weed out other grains and impurities (07:30), and it ends up in giant steeping tanks. Men work at the steeping tanks (08:44). Stop-motion photography is used to show the malting process of the barley (09:08). A man checks barley in a malting tank. Another man opens a door on the malting tank and allows some of the barley to fall into a hopper (10:19). The barley is automatically stirred in a kiln (10:53); the dried malt is moved to storage bins. The film shows the exterior of the Brew House (11:31). Malt is ground in a small mill in a laboratory. The film shows test mashing tanks in a lab and the actual mashing tanks in the brew house. Rice is added to the commercial mashing tanks (12:30). The wort passes through the tanks and then is strained into brewing kettles (13:22). Men open a canvas bag of hops and dump them into the brew kettles. Men use a dolly to move a bale of hops. A.A. Busch, Jr. tests hops by hand in his office (14:30). More hops are dumped into the brew kettle. A brew master checks the temperature of the kettles. The wort moves through cooling coils prior to fermenting (15:27). A man examines a strain of yeast under a microscope (16:01). Wort is pumped into a fermenting tank (16:55). A man walks down an aisle of fermenting vats. A man opens a valve to draw off trub (18:19). In a lab, a man tests the gravity of new batch of beer. A.A. Busch, Jr. tests beer samples in the office. Next, the film takes viewers to the bottling plant (19:40), where beer is poured into bottles, and as bottles move along conveyer belts, they are capped, pasteurized, and labeled. A train pulls away from the Anheuser-Busch Brewery. Clydesdales pull a wagon of Budweiser beer (21:35). The film concludes with a shot of the father and daughter back at the restaurant.
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Пікірлер: 31
I went on an elementary school field trip to the St. Louis Budweiser brewery in the mid 80s(not something they'd do now, lol). Watching the difference (or lack thereof) from the 40s, to the 80s, to now is pretty cool. Obviously the whole bottling procedure has changed, but the brewing part is surprisingly similar, even the vats still look identical. Also makes me feel old realizing the difference between this and the 80s is the same as the difference between the 80s and now.
This is definitely one of Jam Handy's much better films. As well as being an ad (seemingly aimed at Bud beer salesmen, not the general public) it has a great deal of what appears to be reasonably factual information, probably without too much exaggeration. It's almost enough to make me want to try a Bud, except that I can't stand beer. :-) It certainly does make me wonder how a Bud out of this factory tested compared to whatever is produced today.
Call me "Dad" when we're out in public.
Great video. In the description it say 1943, but from the look of the film it looks like just after prohibition was repealed (film made in mid 30's). I've been to the AB brewery many times and most of the buildings are still there. It's not my favorite beer, but it is very consistent. Too bad AB was bought by In-Bev and lost it's American soul.
@relathan1
4 жыл бұрын
I was thinking the same thing.
@MacrossSD
4 жыл бұрын
Given that they mentioned Hong Kong, Shanghai and Manila as destinations for Budweiser (unlikely in 1943) this sounds about right. Could it be a typo -- maybe they meant 1934?
@fromthesidelines
4 жыл бұрын
This was produced- and originally released- in 1940.
@OldsVistaCruiser
4 жыл бұрын
This film was made by the Jam Handy Organization, which also made films for GM in that time period. They made a series of cartoon ads for Chevy from '36-'38, and the car in which they arrive looks like a '38 Chevy. See "One Bad Knight" to compare.
@fromthesidelines
4 жыл бұрын
Yes! Jamison Handy produced a lot of promotional and Instructional films for various clients (including his good friends at General Motors' Chevrolet division) over the years.
Moral of the story is never ask Dad why he likes Budweiser
Thanks for sharing
I like the part where the guy orders "potatoes douches".
@BeingFireRetardant
4 жыл бұрын
Yeah, what the hell kind of restaurants did they have back then? You could order a six course custom meal and have a quartet sing about how wonderful your beverage is... just after the Depression no less.
Originally released in the summer of 1936.
I guess Budweiser forgot their Marketing roots of tried and true in it's "consistency" of not changing. Exactly the opposite of what the company finds itself today. That marketing VP had probably never even seen these old videos! What a shame! Hopefully business schools will case study this on what not to do with an "established" brand!
Budweiser: Something More Than Water.
@LiLi-or2gm
4 жыл бұрын
Not much more than water, though. It's swill compared to the craft beers we have now.
@bobweiss8682
4 жыл бұрын
Water plus Clydesdale Piss....
@markreeter6227
4 жыл бұрын
Don't insult water, please!
40 years ago ,You had it in a coffee cup dad! Bush the probition beer! !
i wonder if the brewery is bigger than back then or if they brew the same way
Fact. When craft brews get to a certain level of sales and distribution, AB buys them out if possible. Then makes commercials for BudLight making fun of craft beers. Which is great for them, keeping competition in house. Like Coke, they own lots of drinks you would not expect. Duplicity is just another Tuesday at AB.
If it's 1943 there is now way people in Manilla or Shang Hai were getting deliveries.
@fromthesidelines
4 жыл бұрын
This was produced and released in early 1940.
I also like Budweiser made in st.Louis Missouri
I will swear to this and a lot of people I know agree with me. Budweiser doesn't taste the same as it did 40 years ago. The beer is watery and has lost its taste. Some people say that , that is normal for a corporation to do this to save money. Just like changing the sizes on products and lowering the price. They don't have 1 pound coffee packages any more, everything is 15 ounces or less and the quality isn't there as the older people remember.
One chooses their companion carefully. Hmmm... " call me dad " in public and " sugar daddy in private.
One of the many great things about the 21st century is the proliferation of craft beers that are so far superior to the beers of yore. I live in easy walking distance of three or four breweries that produce beers that far exceed anything available in times past!
Does he usually lecture his daughter about beer in a fancy restaurant? This sounds like a rah-rah film for new beer salesmen.
I used to love bud it is awful now