Tap Your Big Beer Market with Lucky Lager Draft Supreme.
[ San Francisco: Lucky Lager Brewing Co., n.d., ca. 1958]. First edition. The Lucky Lager Brewing Company operated four brewery locations: San Francisco, CA from 1933 – 1978; Vancouver, WA from 1939 – 1985; Azusa, CA from 1949 – 1966; and Salt Lake City, UT from 1957 – 1967. The Salt Lake City brewery is pictured in this item. Illustrated on every page in red, black, brown, and yellow, with some black and white photo reproductions (showing locations of Lucky Lager breweries and people at work in the breweries). Minor foxing and dustsoiling to first leaf. One page with sticky notes identifying the locations and operating dates of four Lucky Lager breweries. A very good copy of a rare item. Original red cloth folding display stand. Metal ring binding. 11 x 15 ", folds out to 11 x 15 x 11 ." . [17] ff. (printed on one side only). Item #17689
This scarce salesman’s display targets bar owners as customers for Lucky Lager Draft Supreme beer. The Lucky Lager beer brand was launched in San Francisco in 1934—just a year after the end of Prohibition—by the General Brewing Company and became one of the most popular beers of the mid-twentieth century. As evidenced by the locations of the breweries, Lucky Lager distribution boomed in the western United States and Canada, but its popularity was nationwide. The aesthetics of Lucky Lager advertising can’t be discounted as a contributing factor in its success, and the brand invested in the artistry of its advertising: Charles Stafford Duncan (1892 – 1952), the winner of the 1937 Benjamin Altman Prize from the National Academy of Design and the designer of murals for Oakland’s Paramount Theater, is credited as the designer of the Lucky Lager red “X” logo (which appears several times in the present item). Though we could not locate any other printed Lucky Lager advertising material in OCLC, there are records of commercials and songs, and the brand was often featured in radio and early television advertisements.
The Lucky Lager brand was sold to Pabst in 1957. The brand was later sold several times to both Canadian and American companies, and its revival by 21st Amendment Brewery in San Leandro, California was announced in 2019. “History of the Lucky Lager Breweries (1933-1985).” Brewery Gems (webpage). OCLC records no copies.
Price: $900.00