You love the blog, so subscribe to the Beervana Podcast on iTunes or Soundcloud today!

Friday, March 23, 2007

Tell Me What You Know

A couple months ago, I got an email from a breweriana collecter in Florida who had come across a Schludwiller label. As Oregonians know, Schludwiller was the fictional California brewery mocked in 70s-era Henry Weinhard ads.

This raises a few questions. Among the most obvious: why would a fictional brewery have beer labels? The guy who queried me about this (Daniel) also wondered: "Why was a label made up for this beer? Did they use them on bottles in a commercial? And why was the name Schudwiller chosen?" All worthy questions.

Anyone have any clue? If you click on the label to the right, you'll see a larger version of it. I don't have any great reward to offer--just the satisfaction of visiting upon the world (and Daniel) your insight to this lost trivia.

The label is pretty amusing:
  • "Plywood aged for a real long time"
  • "Selected as one of America's beers at the 1967 World Series"
  • "A name in brewing for nearly one-half generation"
There's also a motto in Latin, "Quod nesciunt sibi damno non erit," which Daniel translated to (roughly) "Condemn not they who are ignorant," which is a high level of mockery by any standard.

So, what do you know about this? Reply in comments or via email. Any info will do; I think Daniel would even be happy if we pointed him in the right direction.

1 comment:

  1. Wow. I came across this page after searching for the phrase "quod nesciunt, sibi damno non erit."

    The television commercials that used the Schludwiller name translate it as "What they don't know won't hurt them."

    Henry's for a time offered Schudwiller-branded swag: windbreakers, ball caps, and other stuff. I would no be surprised if labels were among the swag.