Plain and powerful: 1930s German brewery advertising

In the 1920s and 1930s, cafés and bars in German-speaking Europe were decorated by enamel advertising signs promoting the local brewer that have rarely been bettered for their visual qualities: plain, simple, striking and powerful. Here are some of my favourites:

The Sacrau brewery opened in Zakrzów, a suburb of Breslau – modern Wrocław – in what was then Germany and is now Poland in 1885. It finally closed in 1995
The Sacrau brewery opened in Zakrzów, a suburb of Breslau – modern Wrocław – in what was then Germany and is now Poland in 1885. It finally closed in 1995
The brewery was founded in the 17th century in the Moravian village of Jarošov, next door to the town of Uherské Hradiště. Later called Pivovar Jarošov, it closed in 1997
The brewery was founded in the 17th century in the Moravian village of Jarošov, next door to the town of Uherské Hradiště. Later called Pivovar Jarošov, it closed in 1997
The Bürgerliches Brauhaus Breslau, or Breslau Burgers' Brewery, in modern Wrocław, Poland, was founded in 1894 and acquired by the Breslau innkeepers’ association to supply its members with beer. In 1945 its name was “Polonised” as Browar Mieszczański, and it closed in 1996. The six-pointed star is the brewers' alchemical symbol, combining fire, air, earth and water.
The Bürgerliches Brauhaus Breslau, or Breslau Burgers’ Brewery, in modern Wrocław, Poland, was founded in 1894 and acquired by the Breslau innkeepers’ association to supply its members with beer. In 1945 its name was “Polonised” as Browar Mieszczański, and it closed in 1996. The six-pointed star is the brewers’ alchemical symbol, combining fire, air, earth and water.
The Engelhardt brewery was founded in Berlin in 1860, and closed in 1998
The Engelhardt brewery was founded in Berlin in 1860, and closed in 1998
The Brauhaus Gunzenhausen, ran by the Müller family in Gunzenhausen, Bavaria, had a claimed foundation date of 1564 but closed in 1998
The Brauhaus Gunzenhausen, ran by the Müller family in Gunzenhausen, Bavaria, had a claimed foundation date of 1564 but closed in 1998
The Gorkauer Bürgerbräu was opened in the Lower Silesian village of Sobótka-Górka, Gorkau in German, in 1817 by Ernst von Lüttwitz. Production ceased during the Second World War but it reopened in 1945 and was finally closed in 1998.
The Gorkauer Bürgerbräu was opened in the Lower Silesian village of Sobótka-Górka, Gorkau in German, in 1817 by Ernst von Lüttwitz. Production ceased during the Second World War but it reopened in 1945 and was finally closed in 1998.
The Haase brewery was founded in Breslau in 1858 by Eduard Haase, whose surname is the German word for “hare”, hence the brewery logo. It was the biggest brewery in Eastern Germany, but was badly damaged during the attempted defence of Breslau against the Russians in 1945 and never reopened
The Haase brewery was founded in Breslau in 1858 by Eduard Haase, whose surname is the German word for “hare”, hence the brewery logo. It was the biggest brewery in Eastern Germany, but was badly damaged during the attempted defence of Breslau against the Russians in 1945 and never reopened
Founded in Breslau in 1844 by a man named Carla Kipkego, called Carl Kipke in German. Ceased production during the Second World War
Founded in Breslau in 1844 by a man named Carla Kipkego, called Carl Kipke in German. Ceased production during the Second World War
The Brauerei Ernst Bauer was founded in Leipzig in the 19th century and used as its logo the tower of Leipzig’s town hall. It was nationalised in 1972, but privatised 20 years later. Brewing stopped in 2008
The Brauerei Ernst Bauer was founded in Leipzig in the 19th century and used as its logo the tower of Leipzig’s town hall. It was nationalised in 1972, but privatised 20 years later. Brewing stopped in 2008
Bilin, in Czech Bílina, is a town in the modern Czech republic that was part of the historic German-speaking Sudetenland, incorporated into Germany between 1938 and 1945.
Bilin, in Czech Bílina, is a town in the modern Czech republic that was part of the historic German-speaking Sudetenland, incorporated into Germany between 1938 and 1945.
Brauerei Baar is a still-open brewery, founded in 1862 in the canton of Zug in Switzerland
Brauerei Baar is a still-open brewery, founded in 1862 in the canton of Zug in Switzerland

5 thoughts on “Plain and powerful: 1930s German brewery advertising”

  2. Uherské Hradiště! Twinned with my home town in Somerset, thanks to one particular left-wing Czechophile councillor. My secondary school even had an exchange visit or two in the 1990s. I suppose I ought to go there sometime and see what the beer’s like.

  3. I wonder if the beers were as interesting as the adverts. Seeing as they have all closed (bar one) we’ll never know.

  4. These signs/placards are great! Are they part of your personal collection? If not, where did you come across them? I’m also wondering how many of them are metal signs, and how many are printed on paper. Wroc̵law (can’t seem to get the proper diacritical mark with my new computer) seems particularly highly represented. Have you spent much time there? I’ve only ever passed through on the train between Berlin and Warsaw.

    1. Most of them I photographed while visiting the beer festival in Wrocław, which is why that town is so heavily represented. They were all metal-and-enamel signs. Quite a few I cleaned up in Photoshop before putting them up here …

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