One Million Bottles of Burgermeister on the Wall

When Henry E. Picard took over as general manager of San Francisco Brewing in 1944, sales were dropping on all 14 of the company’s beers.

Picard suspended production of all the beers except Burgermeister and hit the radio with $50,000 in advertising ($540,000 in today’s dollars) to make a unified push for that brand. A new Burgermeister jingle was written:

Burgermeister, Burgermeister
It’s so light and golden clear,
Burgermeister, Burgermeister
It’s a truly fine pale beer

Within a decade sales were up to one million barrels a year. The company changed its name to Burgermeister Brewing in 1956 and was sold to Schlitz in 1961.

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