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Narrative on Repeal Celebrations Beer Deliveries
Beer Deliveries Following the Repeal of
Prohibition A rousing song of the militant dry
s in their palmy days was entitled, Oh, the
Brewers Big Horses, They Wont Run Over Me.
But the drys had better watch out today, for the
brewers big horses possibly the same ones that
inspired the song will be out in the loop,
hauling the first beer wagon the oldest natives
old eyes have seen in thirteen years.
So began an article in the April 7, 1933 edition
of the Chicago Herald-Examiner. Prohibition had
been repealed and celebrations had begun in the
Windy City, New York, St. Louis, Milwaukee and
scores of other cities.
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Narrative on Repeal Celebrations Beer Deliveries
By the time the clock struck 12 a.m. at the
Anheuser-Busch brewery in St. Louis, a crowd
estimated at 25,000 had gathered around the Bevo
Plant to be among the first St. Louisans to drink
Budweiser Lager beer in nearly 14 years. At
exactly 1201 a.m., steam whistles and sirens
screeched, the doors of the plant opened and 55
trucks rolled out into the streets. Just minutes
before, August A. Busch, Jr. spoke to the nation
through a special radio broadcast via KMOX CBS
Radio, welcoming the return of beer and
cautioning consumers to be temperate in its use.
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Narrative on Repeal Celebrations Beer Deliveries
In Manhattan at 1201 a.m., the Budweiser
neon-lit clock in Times Square (a replica of the
pre-war one), which sounded chimes by electric
transcription, broadcast Happy Days Are Here
Again. In Milwaukee, special editions of
newspapers welcomed back beer. Pabst had its
product escorted by police sirens to downtown
motels eight minutes after legislation. Miller
passed out samples to thirsters who brought milk
bottles and tomato cans. In Washington, D.C.,
the man who had fulfilled his campaign promise
within 33 days of taking office was asleep when
the testimonial first brews were delivered to the
White House. August Busch, Sr. sent one of the
first cases of Budweiser to Roosevelt by air
express. President Roosevelt, The First Beer Is
For You! a parcel from the Abner Drury Brewery
declared, while a delivery from Milwaukee brewers
wished Roosevelt Longlife, prosperity, Prosit!
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Narrative on Repeal Celebrations Beer Deliveries
According to newspaper accounts from around the
nation, celebrations generally remained calm with
few arrests. These gatherings were more symbolic
than anything else. In fact, the United States
Brewers Association publicity discouraged
untoward parties, and refused to deliver beer
to any restaurants before 6 a.m. on April 7.
Anheuser-Busch, Inc. had the honor of delivering
a consignment of 3.2 beer to former New York
Governor Alfred E. Smith, who long supported
efforts to repeal Prohibition. A few days prior
to April 7th, A-B shipped via train a team of six
magnificent Budweiser Clydesdales and one
old-time delivery wagon complete with brass
lamps. Early morning on April 7, A-B flew a case
of Budweiser by a specially chartered TWA
airplane to Gov. Smiths attention.
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Narrative on Repeal Celebrations Beer Deliveries
According to the New York Sun, at three
oclock p.m. the Clydesdales clattered down 34th
Street and drew up with a screeching of brakes
and a great flourish of manes and tails in front
of the entrance to the Empire State Building. A
crowd of several thousand stared in awe at the
delivery wagon, piled high with 300 wooden beer
crates and one very special full case of
Budweiser. (Interestingly, the hitch was driven
by Billy Wales, a veteran horseman who previously
had driven for Buffalo Bills Wild West Show.)
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Narrative on Repeal Celebrations Beer Deliveries
After a small ceremony in front of the Empire
State Building, John Maier, the Anheuser-Busch
representative for the New York Area, presented a
case of Budweiser to Smith. Smith, his familiar
derby and cigar at a jaunty angle, heartily
accepted the symbolic first case. This is
surely a happy day for all because it will in
some measure deplete the ranks of the unemployed
and promote happiness and good cheer, Smith said
in The New York Times. I have seen many
amusing, interesting and imposing sights on the
corner of Fifth Avenue and 34th Street, but
nothing has thrilled me as much as the sight of
these six big horses pulling a wagon-load of
beer, for the first time in history, to the door
of the Empire State Building.
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Narrative on Repeal Celebrations Beer Deliveries
Always a jovial and witty sort, Smith added, My
only regret is that the wagonload is not all
mine. Smith, dubbed The Happy Warrior, grinn
ed and tipped his derby as the crowd cheered.
The Budweiser Clydesdales tossed their
ribbon-decked manes and the wagon rolled away en
route to other Northeastern cities.
This first delivery of Budweiser and subsequent
stops were staged for their psychological effect
to tell America that good, wholesome
pre-Prohibition Budweiser and other beers were
back! (From the Corpor
ate Archives of Anheuser-Busch)