A Schaefer neon sign from the 1940s, courtesy of John G.
Schaefer Beer is a beer brand from the United States. Schaefer beer traces its beginnings back to 1848, when the F. & M. Schaefer Brewing Company (not to be confused with Engels and Schaefer Brewing Company of Cedarburg, Wisconsin) was opened in New York, NY in September, 1842. Company website
legendary television composer Edd Kalehoff playing a Moog synthesizer in a 70s Schaefer beer commercial, click to watch. Can you dig it, man ?
1959 ad for Schaefers, before pull-tabs
Schaefer was, at one point during the first half of the 20th century, the world's best selling beer. By the 1970s, however, it had ceded the top spot to Budweiser.
Sherlock Holmes actor Basil Rathbone quaffs a Schaefer
In Puerto Rico, Schaefer was one of the top selling beers during the decades of the 1970s and 1980s. For a long time, there was a large and quite famous Schaefer beer billboard at the main entrance to the city of Bayamón. The beer, along with the Winston cigarette, was quite famous among Puerto Rican salsa fans and superstars like Frankie Ruiz, Tito Rojas, Lalo Rodríguez and others among the "salsa sensual" movement of the 1980s.
Schaefers for luck
A popular advertising campaign for Schaefer was the tagline, "Schaefer is the one beer to have when you're having more than one." This was put to music and used as a jingle from the 1950s-70s. Louis Armstrong once performed the jingle in a television advertisement campaign. Music composer Edd Kalehoff also appeared in a 1973 advertisement showing off his Moog synthesizer.
A war time Schaefer ad, see larger size
An earlier advertising campaign (about 1959) asserted, "What do you hear in the best of circles? Schaefer, all around!"
During the 1939 New York World's Fair Schaefer sponsored the Schaefer Center a restaurant with seating for 1,600. Many of the dishes used beer as an ingredient. And above the bar, the Fair's largest at 160 feet long, was a mural of the history of beer and brewing.
An epic history of beer brewing in America traces the pivotal contributions of mid-nineteenth-century German immigrants, who over the course of fifty years helped to render beer one of the nation's most popular beverages, in a chronicle that evaluates the contributions of Frederick Pabst, Adolphus Busch, and prohibitionists