Overview: A collection of vintage advertisements for beer and whiskey has been uncovered within the archives of Outdoor Life magazine. These colorful marketing pieces reflect decades of iconic advertising directed toward American sportsmen, spanning from the late 1940s through the 1980s.
The Full Story
Frequent full-page color advertisements appeared in the 1950s for Miller High Life, which was marketed as “the Champagne of Bottle Beer.” Specific campaigns included a September 1946 issue featuring a man boating a sailfish and a March 1951 advertisement capitalizing on fishing. Another iconic High Life ad ran in the September 1951 issue, depicting hanging game birds like grouse and pheasant alongside hunting scenes. Miller Brewing Company was founded in 1855, and a key explanation for the run of killer ads in the 1950s was the celebration of its 100-year anniversary in the October 1955 issue.
Whiskey brands also featured prominently in the archives. An ad for Old Thompson whiskey ran in the November 1946 issue, featuring a black Lab and a greenhead; at the time, it was owned by Glenmore Distillery Company, which was owned by the Thompson family. Hunter whiskey appeared in a November 1948 advertisement that capitalized on its name and hunting themes. Pleasant Moments whiskey was marketed in an August 1951 campaign leveraging outdoor legend Zane Grey, who wrote stories for Outdoor Life including a piece in the November 1930 issue.
Other brands included Blatz beer, which depicted a boat ride on Lake Arrowhead in February 1952. Cabin Still whiskey appeared in a February 1954 ad with bass art; while originally bottled by Pappy Van Winkle and remains in production today, it runs about $15 per bottle. Schlitz beer was featured in an April 1954 ad when owned by Jos. Schlitz Brewing Co. in Milwaukee. Kessler blended whiskey appeared in a February 1972 issue, while Lord Calvert Canadian whisky was celebrated in a November 1978 ad featuring hand-carved wood duck bottle molds.
Brand & Industry History
Ownership and production status have shifted for many of these brands over the decades. Old Thompson is currently owned by Sazerac, whereas Blatz beer remains relatively regional to this day and is now owned by Pabst. Hamm’s beer was featured in a September 1970 issue that leaned into its frontiersman history; it is still brewed today, though production has moved from Minnesota to Wisconsin. Olympia beer had U.S. production paused but remains available in Western Canada. Kessler blended whiskey remains in production and is highly popular in the U.S., while Wild Turkey bourbon continues to be found at turkey and deer camps across America.
What This Means
These advertisements highlight how manufacturers reached their customers in 20th-century America through print magazines. Unlike other generic alcohol ads that could have appeared in any men’s interest publication, all of Miller’s ads and those from the following brands feature hunting, fishing, or related outdoor content. The marketing ploys were specific to OL readers, with campaigns ranging from duck hunting poems to celebrating anniversaries and leveraging famous figures like Zane Grey.
Consumer Takeaway
For collectors and enthusiasts, availability varies significantly based on production history. Pleasant Moments whiskey is no longer produced, with occasional bottles selling for upwards of $430 given its scarcity. Lord Calvert Canadian whisky costs about $23 today, whereas the 1978 price tag was $35. Cabin Still runs about $15 per bottle and remains in production. These vintage ads offer a glimpse into the marketing strategies that defined American sportsmen culture during the mid-20th century.
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