Anonymous oil on canvas, 24 x 34 inches (610 x 864 mm), c.1909, depicting a dramatic nighttime scene of guests on the patio of a pub, while an automobile and a bi-plane pass by, shining their headlamps on a billboard that reads Walter's Fine Bottle Beer. At top center in gold lettering is the brewer's name: John Walter & Co. - Eau Claire, Wis. THE EXCITEMENT OF EARLY AVIATION USED FOR MARKETING. Here an old-fashioned product is associated with exciting new technologies at the time: The airplane and the automobile. John Walter & Co. was founded in Spencer, Wisconsin in 1874. After a fire destroyed the brewery it reopened in Eau Claire in 1889, and reached an output of 50,000 barrels just before Prohibition came into effect. The company survived prohibition and the death of its founder, but eventually succumbed to market changes in the 1980s. The name still exists, revived by a modern brewpub in Eau Claire.
Anonymous oil on canvas, 24 x 34 inches (610 x 864 mm), c.1909, depicting a dramatic nighttime scene of guests on the patio of a pub, while an automobile and a bi-plane pass by, shining their headlamps on a billboard that reads Walter's Fine Bottle Beer. At top center in gold lettering is the brewer's name: John Walter & Co. - Eau Claire, Wis. THE EXCITEMENT OF EARLY AVIATION USED FOR MARKETING. Here an old-fashioned product is associated with exciting new technologies at the time: The airplane and the automobile. John Walter & Co. was founded in Spencer, Wisconsin in 1874. After a fire destroyed the brewery it reopened in Eau Claire in 1889, and reached an output of 50,000 barrels just before Prohibition came into effect. The company survived prohibition and the death of its founder, but eventually succumbed to market changes in the 1980s. The name still exists, revived by a modern brewpub in Eau Claire.
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