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BEER INSTITUTE RELEASES “HOME OF LIFE IN AMERICA: DEPICTIONS OF DOMESTIC LIFE FROM THE ART COLLECTION OF THE BEER INSTITUTE” TO MARK NATIONAL BEER DAYApril 6, 2018
WASHINGTON, DC – Today, the Beer Institute celebrated the eve of National Beer Day by releasing “Home of Life In America: Depictions of Domestic Life from the Art Collection of the Beer Institute.”
Between 1945 and 1956 the United States Brewers’ Association – the Beer Institute’s predecessor organization – produced and ran “Beer Belongs,” a national magazine advertising campaign that placed 120 ads in Life, Collier’s, Look, McCall’s, Sunset and Woman’s Home Companion. The Beer Institute is in possession of 12 of the original oil-on-canvas and watercolor pieces, and in 2012 went through the process of preserving so they could be on display. The book release of “Home Life in America” allows all to enjoy the beautiful artwork featured in the ads.
“’Home Life in America’ is one example of the beer industry’s creativity and celebrates how beer is part of countless American occasions,” said Jim McGreevy, President and CEO of the Beer Institute. “Each painting features both men and women, and many of the paintings feature men and women in equal numbers, as they take part in the many phases of social lives typical for Americans in the 40’s and 50’s. Although these images appeared over 60 years ago, the artwork of this campaign remains relevant today.”
The Beer Institute is a national trade association for the American brewing industry, representing brewers of all sizes, as well as beer importers and industry suppliers. First founded in 1862 as the U.S. Brewers Association, the Beer Institute is committed today to the development of sound public policy and to the values of civic duty and personal responsibility. For additional updates from the Beer Institute, visit our website, follow @BeerInstitute on Twitter, like the Beer Institute on Facebook, and follow the Beer Institute on Instagram.
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