January 8, 2013

SO HOW DID CARLING GET A BLACK LABEL?

Where Did Pabst Win that Blue Ribbon? (Jimmy Stampp, 11/20/12, Smithsonian)

Pabst Blue Ribbon beer -PBR to its friends- may today be best known as the preferred beer of old Midwestern fisherman and mustachioed hipsters, but that instantly recognizable ribbon is more than just a symbol or marketing ploy. Pabst did, in fact, win a first place award at one of the most celebrated events in American history. The year was 1893  (a time when everyone looked like a mustachioed hipster) and in Chicago, Illinois, America's greatest architects and planners had created a fairground unlike any the world had ever seen, a utopian White City.

The World's Columbian Exposition, also known as the Chicago World's Fair, was convened to celebrate the 400th anniversary of Christopher Columbus's arrival in America. It was a key moment for design and invention in America. Products such as Juicy Fruit, Crackerjack and Shredded Wheat were introduced to the public for the first time. The Ferris Wheel made its grand debut, outshining the Eiffel Tower and proving that there was no limit to American engineering and imagination. Westinghouse electrified the fairgrounds with alternating current electricity, setting the standard for a nation. Nikola Tesla stunned visitors by shooting lighting from his hands, Thomas Edison thrilled them with the Kinetoscope's moving pictures, and former steamship captain Frederick Pabst got them drunk on the best damn beer they'd ever tasted.
Posted by at January 8, 2013 9:01 PM
  
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