#TBT: Beer Wagons Leaving Detroit’s Goebel Brewery

Goebel Brewing Company

Beer Wagons at Goebel Brewery, photo courtesy David Tinder / Up North Memories

Don Harrison writes:

SE Detroit MI Heavily laden Beer Wagons prepare to leave the Goebel Brewery to quench the thirst of late 19th century Detroiters … AWESOME Photo from my good friend David V. Tinder and his friends at the U of M Clemens Library “Tinder Collection”.

View the photo bigger on Facebook and join the Up North Memories Photo Postcards Facebook group for more great old photos from Michigan!

The Wikipedia entry for the Goebel Brewing Company adds:

Goebel Brewing Company was a brewing company in Detroit, Michigan from 1873 to 1964 eventually acquired late in its existence by Stroh Brewery Company. The beer was locally popular in Detroit from the company’s inception, but grew in popularity and was eventually available in many states for a brief period in the 1940s, with an ad campaign in Life magazine that featured restaurant ads from many famous eateries around the country using Goebel beer as an ingredient. The beer, billed as a “light lager”, was golden in color, and was noticeably drier than most everyday beers of the era. Their longtime mascot was a bantam, called Brewster Rooster, who wore attire with Goebel’s logo, and the beer was a long-time sponsor of Detroit Tigers baseball broadcasts on radio.

Prohibition forced the closure of the brewery in 1920 though the space was rented out to various industries. In 1932 the company was reorganized. Though Prohibition was repealed in 1933 the brewery would not begin new production until the Spring of 1934. Otto Rosenbusch, the retired brewmaster from Stroh Brewery Company, was brought on to help Goebel compete against his old employer at Stroh’s and his son Herman who was the head brewer there. Upon the elder Rosenbusch’s passing in 1935, Charles Elich, the brewmaster at the Pabst Brewing Company agreed to become both the brewmaster and superintendent at Goebel.

You can also check out some old Goebel cans and be sure to watch the commercial below – it’s a gem and an early example of a brewery marketing to women.

More historical photos on Michigan in Pictures.