“SCHLITZ MALT SYRUP” THREE PANEL FOLD-OUT DISPLAY.
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Winning Bid:
$140.42 (Includes 15% Buyer's Premium)
Bids:
4
Bidding Ended:
Wednesday, May 26, 2010 2:00:00 AM (20 Minute Clock Begins At Wednesday, May 26, 2010 2:00:00 AM)
Time Left:
Ended
Auction:
Auction #200 - Part I
Item numbers 1 through 1186 in auction 200
Value Code:
G - $100 to $200 Help Icon
Item Description
22x30” tall unfolds to 40x30” tall when fully displayed. c. 1927. Although prohibition was in full force in the 1920s, Schlitz and other brewers made available ingredients necessary for home brewing beer. Government authorities created a legal standard for the sale of products such as malt syrup. They would not allow the sale of yeast, corn sugar and malt syrup to be offered as a 3-item package (often the basic ingredients of home brew). The Prohibition Department encouraged malt syrup companies such as Schlitz to find other uses for their products. In 1928, the Joseph Schlitz Beverage Co. published “Schlitz Malt Syrup In The Home,” a 32-page pamphlet of food recipes using malt syrup that also managed to boost the patriotic role that malt syrup had assumed during the sugar rationing days of WWI. Although a viable use for such a product was for making bread, it was seen as a ploy for breweries to continue the sale of home brew ingredients. This cardboard sign was likely used in the 1927-28 time frame while prohibition was being enforced. A 1.5x6.5” area at the bottom right crease has torn (but intact) surface paper. Water marks are visible on the blank back of the display. The graphics remain unaffected by this. The colors remain bold and bright. Displays Fine.
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