Browse Exhibits (2 total)

Milwaukee brewers utilized new advertising techniques, mediums, and gimmicks to persuade suburban and inner-city consumers to buy their products in the Cold War period. Introducing advertisements that emphasized consumers over products, beer makers cultivated an image of the "American beer drinker", how they dressed, and where they should be drinking. How did Milwaukee's brewing companies adapt to America's changing markets and who was most successful? In what ways did Milwaukee brewers export an image of the inner-city, or the suburban landscape surrounding it? Marketing A Brewing Identity explores how Milwaukee brewing companies advertised and marketed their products to local, national, and international consumers between 1945 and 1990.