STROH'S BEER DETROIT MICHIGAN PROMOTIONAL FILM "FIRE BREWING STORY" 49654
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- Опубликовано: 13 дек 2016
- “The Fire Brewing Story” is a circa 1960 color promotional film that opens with an aerial view of Detroit and a voiceover reminder that “modern” cities are always on the move, especially a city’s industry. This holds true for the Stroh’s Brewery Company, as the camera pans in on the company’s red brick at mark 01:30 and the film’s title fills the screen. Near mark 02:00 the camera takes us to a “recreation center” within the brewery as smartly dressed men and women mix and mingle over pitchers of “light lager beers” as the narrator offers a brief history of the company and its founder, Bernard Stroh. From there we learn of the “painstaking effort” that goes into glass of beer that’s poured. At mark 03:40 we’re taken inside a tour of the brewery and an explanation of the brewing process and we see images of wheat and barley plus “fresh sparkling water” that are among the natural ingredients in beer. The narrator tells us starting at mark 04:45 how Stroh’s is “America’s only fire-brewed beer” and how the process is designed “in the old, time-tested tradition” of the company. Following an explanation of the “unusual, expensive process,” the film continues with a visit to the Stroh’s brewhouse and the specialized equipment including grain tanks, mills, and fire-brewing kettles. Mark 08:00 begins a tour of the stock house and its more than 400 fermentation vats, where golden brew is seen being drawn from a vat at mark 08:20 for testing. After passing through filters, the beer is ready for packaging (mark 09:40) as we watch cans and bottles of Stroh’s make their way down conveyor belts - almost 5 million cans and bottles daily, the narrator says. With labels in place at mark 11:55, the film shows cases of bottles and cans being placed onto trucks and off to liquor stores and taverns. As the film comes to a close, the viewer is told how the company is more than just about producing beer; it’s also about promoting an active lifestyle through sports … like bowling (mark 13:00) … as well as fishing, skiing, and golf. while also sponsoring radio and television broadcasts of the Detroit Tigers and Detroit Red Wings.
The Stroh Brewery Company was a beer brewery located in Detroit, Michigan. In addition to its own Stroh's brand, the company produced or bought the rights to several other brands including Goebel, Schaefer, Schlitz, Augsburger, Erlanger, Old Style, Lone Star, Old Milwaukee, Red River, and Signature, as well as manufacturing Stroh's Ice Cream. The company was taken over and broken up in 2000, but some of its brands continued to be made by the new owners. The Stroh's brand is currently owned and marketed by Pabst Brewing Company.
The Stroh family began brewing beer in a family-owned inn during the 18th century in Kirn, Germany. In 1849, during the German Revolution, Bernhard Stroh (1822-1882), who had learned the brewing trade from his father, emigrated to the United States. Bernhard Stroh established his brewery in Detroit in 1850 when he was 28 and immediately started producing Bohemian-style pilsner, which had been developed at the municipal brewery of Pilsen, Bohemia in 1842. In 1865 he purchased additional land and expanded his business. He adopted the heraldic lion emblem from the Kyrburg Castle in Germany and named his operation the Lion's Head Brewery. (The lion emblem is still visible in its advertising and product labels.)
Bernhard Stroh's original beer selling operation consisted of a basement brewing operation and was then sold door-to-door in a wheelbarrow. The new beer (Stroh's) sold door-to-door was a lighter-lager beer, brewed in copper kettles.
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This film is part of the Periscope Film LLC archive, one of the largest historic military, transportation, and aviation stock footage collections in the USA. Entirely film backed, this material is available for licensing in 24p HD, 2k and 4k. For more information visit www.PeriscopeFilm.com
Cool to see the Detroit waterfront before the Ren Cen went up. Great film!
Thanks for sharing this video.
Brings back memories. Yep, I'm that old, and glad I have those memories.
Interesting film 🍺
Neat film, it was a simpler time back then.
I remember going on the Stroh's tour at the brewery a few times . Neat tasting room and a fan shop that sold mugs and shirts .
Met one of the Stroh's in Winston Salem, NC, at the brewery, largest brewery all under one roof. Mr Stroh, was coked out, and was making horrific decisions, which lost contract brewing clients. He irked the truckers. He irked the employers. he irked the contractors. He had too much arrogance. He put the beer out on the asphalt in the NC heat to make more room for tours. He soured the beer, with a level of gross incompetence. I had to quit. It took me forever to realize he was on cocaine.
What a great film.
Great video !
Fantastic! Everyone working Detroit looks great . Nothing made overseas yet . Funny the rooms everyone having fun at . Is now 60 years later full of hipsters drinking crap ale! Ahead of his time he was and it is a great beer . Bring back these days
What's cool is, you can see the Goebel Brewery across the street. (1:10-1:48 and at the end). It is the white brick building. Stroh's acquired it in 1964. Not sure what year it was torn down.
That's amazing that the Goebel brewery was just across the street. Those were two of the heavy hitters of Detroit beer back in the day right? I can't believe they were so close to one another.
Stroh was a regional company that tried to go National and didn't have the backing and it put them out of business. In the 80's and into the mid 90's you could get Stroh's beer anywhere here. After the mid 90's it disappeared and I've never seen it again. I know Pabst owns it now, but it's still no longer here.
In the 80's, The Stroh lacked anyone interested in maintaining the legacy. One of them, nearly reluctantly, but was having battles with drugs, and often losing, but when sober, had no charisma. And had soured the deal, with lots of contract brewing by leaving the beer outside to make more room for tours. When they finally decided to hire someone, to try to save it, the one they hired insulted the customer base, and tried to get the blue collar workers to pay more, by not selling the 15 packs anymore, etc. The result was an immediate 40% drop in sales, and that was the final throws. They went from #3, to nearly 0. Insult your customers, and they will go away.
@@normbograham “Insult your customers, and they will go away.” Anheuser-Busch has most certainly learned that lesson, and is busy trying to get customers back. 🍺
I wonder if the guy behind the voice is still alive to see the Detroit of today 2024.
Where’s Alex?
anyone know what the music is to this film?
"Black Betty" by Ram Jam
Where's all the burned out factories
Probably in landfills.
Dick The Bruiser remembers: ruclips.net/video/Fe0yZ2Kqz_c/видео.html
Ha was
There's good water in Michigan? Where? It sure as hell ain't from them great lakes of death, I wouldn't even take a bath in that water.
DoubleVisionandco what are you saying?! As the saying goes, "the best part of Michigan is underwater." Seriously, at one time, Strohs was a great beer, that actually tasted like a beer, before the tried to go national.
@Harry Clams No, the Detroit brewery closed in May of 1985. The beer was then made at other breweries. There was something about the flavor of that old Detroit Stroh's.