In 1930, Norman Rockwell was commissioned to create an illustration for Minnesota based Schmidt Brewing Co., and specifically for their non-alcoholic Schmidt's City Club Beer brand. The illustration remained in circulation both in both print advertisements and merchandising including promotional playing cards throughout the 1950's. This would remain one of few beer advertisements by Norman Rockwell, already of the best known illustrators in America at the time. The composition includes his characteristic folksy charm, yet relatively subtle for an advertisement, which the wooden case of beer a young boy sits upon being the most prominent sign of the brand.
Originally founded in 1855 as Cave Brewery, by 1860 the company had become the largest in Minnesota producing 1,200 barrels annually and shipping them as far south as Tennessee. It was restructured as the St. Paul Brewing Company in 1898 before being sold to Jacob Schmidt soon after in 1900. When prohibition shut down most of the breweries in the 1920s, the Schmidt Brewery kept afloat by making non-alcoholic beverages like Malta and City Club. Prohibition was lifted in 1933 and Schmidt's became the 7th largest brewery in the country by 1936.
The purchase of any limited edition Norman Rockwell print is accompanied by an Authenticity Certificate signed by our Museum Director, a complimentary one-year Museum family membership, and care and handling instructions for the print. Payment plans are available. Please contact us for more information at 413.931.2237 or Email: MDuffy@nrm.org