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.432 Franklin Delano Roosevelt, Modern Brewery Age, April 1945, 15.139 Brewing Battles : A History of American BeerThe war in the Pacific ended four months later; major priorities for the brew-ing industry were tax relief and the end of price controls.Neither came immedi-ately after the ending of the war.Brewers anticipated an economic recession anda reduction in demand.But, in fact, 1945 turned out to be a record year for thesale of bottled beer and home use.Of all beer, 64.3 percent was bottled.Althoughprice controls were still in place, shortage of raw materials began to ease, andthe brewing industry returned to producing beer in cans.Krueger Brewing, thefirst to manufacture beer in cans in 1935, proclaimed in its winter ads that it was First Again! Krueger Beer back in Cans! 433The brewing industry had continued advertising its products throughout thewar; in 1945 Pabst was the only brewery to sponsor a national radio program.The program starred Danny Kaye; Pabst supplemented this exposure with anelaborate print campaign including billboards in forty states.434 Pabst s advertis-ing campaign was a harbinger of the post-war world.In 1947, Schlitz and Pabst were the leading brewers in the country, with aproduction of slightly more than four million barrels each.Both were nation-al companies, but the third largest, P.Ballantine & Sons, was more regional.Anheuser Busch was fourth.Three New York breweries, Schaefer, Liebmann(Rheingold), and Jacob Ruppert occupied the fifth through seventh slots.TheGreater New York area, Milwaukee, and St.Louis were the centers of brewing atthis time.Acme was the largest brewer in California.Located in San Francisco,it had been sixteenth in 1940 but now ranked eighth.435As brewers faced the post-war world, they had to contend with organized la-bor.Prior to Prohibition the United Brewery Workers had been a heavily Social-ist and German union which often struggled with the AFL.As the country wentthrough the Depression, Repeal, and World War II, the identity of the unionchanged considerably.The AF L revoked the UBW s charter in 1941, as a result ofthe long-standing jurisdictional dispute between the brewery workers and theteamsters over beer truck drivers.This dispute led to a strike in MinneapolisSt.Paul against all of the brewers in the city including Pabst, Schlitz, Miller,and Gettelman.The teamsters won representation of all outside workers whilethe Brewery Workers Union retained inside workers.In 1946 the UBW joinedthe Congress of Industrial Organizations (CIO), becoming the International433 Jos.Dubin, A Way To Build Volume, Modern Brewery Age, September 1945, 25; Jos.Dubin The Local Brewer s Market, October 1945, 15; Brewers Almanac, 1946, 1; Ads Herald Returnof Beer In Cans, Modern Brewery Age, vol.34, December 1945, 45.434 Modern Brewery Age, January 1945, 54.435 Schlitz, Pabst Lead Field, New York Times, June 10, 1948, 42.140 Chapter 6.Beer: The Morale Builder, 1942 1952Union of United Brewery, Flour, Cereal, Soft Drink and Distillery Workers ofAmerica.436In 1949 New York City had fourteen breweries.In April the seven locals wenton strike.Their demands included a shorter work week and two man teams fordelivery trucks rather than one.This was the first New York City brewery strikein sixty years; 7,000 people were out of work.Because New York brewers couldnot supply their usual production of 31 million gallons during May and June, na-tional firms from the Midwest were able to penetrate the market.Blatz becamea big seller in the city as a result of the strike which lasted eighty-one days.Thatyear Wisconsin led the country in beer production, a position New York brew-ers had previously held.437 After the strike was over, New York brewers soughtto regain the market and the customers they had lost.Ruppert Beer advertisedthat it had posted a bond guaranteeing the maturity of Ruppert Beer. 438The same year as the strike, the United States Brewers Foundation claimedthat it was an organization representing ninety percent of the brewery produc-tion of the United States. There were 440 breweries at this time
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