Word: beers
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Dates: during 1950-1959
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...back as the 14th century, and perhaps before, Bavarian males have tested each other by the simple, direct method of sitting on opposite sides of a table, inserting their middle fingers in a leather loop and pulling. Well ballasted by beer, a hefty Bauerbursche (farm boy) can jerk an opponent belly-first across the table. At wedding receptions and opulent wakes, muscular champions of Fingerhackln (finger wrestling) customarily duel for a girl's favors. Last week in the market hall at Rosenheim, 76 burly Bavarians met for the Fingerhackln championship of the entire state...
...finals, Lehner met 240-lb. Blasius Glatz of Garmisch. Both men had heavily bandaged middle fingers, but neither was feeling much pain after downing eight Mass (two-quart steins) of beer during the long afternoon. For 25 seconds they grunted on even terms. Then Lehner, his face contorted like a gargoyle's, inexorably forced Glatz's fist over the line, rose to declare: "I'm blessedly glad that I've won today." With that the big brass band oompahed into the Fingerhackln Hymn...
Thus begins the latest paean to Irish whiskey by a pair of offbeat West Coast admen named Joseph Weiner, 43, and Howard Gossage, 42, who have floated to prominence clinging to champagne bottles, beer kegs, brandy snifters and, of course, fifths of Irish. In the process they have broken almost every advertising rule in the book. Their ads are casually illustrated, almost never done in color, and they can pussyfoot around a subject so quietly that the reader sometimes has trouble telling what the ad is about. What they do have is fun, an aged-in-the-wood humor that...
...practically nothing to do with beer, but thousands of readers blitzed Blitz with pleas for trees, gave the company a word-of-mouth circulation far beyond the cost of the ad. They pushed California's Paul Masson brandy by poking fun at bourbon ("Kentucky is a great place for breeding horses") and vodka ("If you can't see it, taste it, or smell it, why bother?''), helped their client boost champagne and brandy sales 46% in two years...
...fine old institution is "Schneider's Band," a motley crew that plays at various girls colleges or wherever a beer keg is found. There actually was a Professor Schneider at Harvard, Band members will tell you, and Johann Wolfgang Schneider's Silver Cornet Band was "perpetrated in 1807." The present band is the descendant of that group...