Rick recently wrote, "Your recent blogs featuring various liquor and whiskey ads in the newspapers of the 1950s and 1960s, reminded me of a turn-of-the-19th century product produced by the Anheuser - Busch Company. It was called Malt -Nutrine, and was advertised in the local newspapers of the time.
As the top ad notes, it was distributed locally by Geo. C. Frederick, Wholesale Dealer, in Elyria.
So what was Malt-Nutrine?
As Rick explained, "It was a concoction of malt and hops with a low alcoholic content of less than 2%. It was sold as an elixir, which was advertised as a “food drink” which was ideal for convalescents and nursing mothers and as an aid for anyone with digestive problems. The product was sold by druggists, and advertisements for the product frequently appeared in doctor’s offices.
"The product was introduced in 1895, and my guess is that the
Anheuser - Busch Company saw the handwriting on the wall and devised the
product in response to the growing sentiment for prohibition. The product had a
fairly long life, and was not discontinued until 1942. However, with the advent
of prohibition in 1920, Anheuser - Busch was required to reconstitute the
beverage for an alcohol content of less than half of one percent.
"While the
beverage was touted as the sovereign remedy to build the strength of nursing
mothers, consumptives, and anyone suffering from a wasting disease, the
virtually alcohol free beverage had to compete with Bevo, an alcohol-free beer
also sold by Anheuser - Busch during prohibition which helped seal its fate.
"Needless to say, Anheuser - Busch was overjoyed when prohibition was repealed
in 1933 and they could go back to their strength — brewing quality beer.
Thanks as always to Rick for sharing his research!
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