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Beer belongs – enjoy it! America’s beverage of moderation (’40s & ’50s)

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LIFE Oct 20, 1947 beer

Beer belongs… enjoy it (1946)

In this home-loving land of ours… in this America of kindness, of friendship, of good-humored tolerance… perhaps no beverages are more “at home” on more occasions than good American beer and ale.

For beer is the kind of beverage Americans like. It belongs — to pleasant living, to good fellowship, to sensible moderation. And our right to enjoy it, this too belongs — to our own American heritage of personal freedom.

America’s beverage of moderation

 

Saturday football over the radio (1947)

LIFE Oct 20, 1947 beer

 

In this friendly, freedom-loving land of ours – beer belongs… enjoy it (1953)

In this friendly, freedom-loving land of ours

 

After the ride – beer (1953)

beer belongs... enjoy it

 

>> Love vintage beer ads like this? Check out our beer book here!

 

Indoor barbecue (1955)

Indoor barbecue (1955)

 

What makes a glass of beer taste so good? (1955 & 1956)

What makes a glass of beer taste so good?

 

Dad rehearses his speech (1956)

American beer

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