Hires To You headerThe Illustrated History of Hires Root Beer

1906 

IT HAPPENED IN…1906

An earthquake devastated San Francisco, California April 18, 1906.  Most of the damage was caused by the ensuing fire that burned for three days.

The Pure Food and Drug Act of 1906 prohibited the sale of adulterated foods and drugs, and required full disclosure of contents via product package labeling.

Twenty one people, including 18 blacks, died during race riots in Atlanta, Georgia.

The first radio broadcast of voice and music was made by a private radio experimenter.

Upton Sinclair’s novel, The Jungle, exposed the truth about the Chicago meat-packing industry, hardships imposed on workers, and the sale of questionable and tainted meat.

Devil’s Tower in Wyoming was designated the first U.S. national monument.

Planters Peanuts were introduced.

Newly introduced soft drinks included Buffalo Rock Ginger Ale and Barq’s Root Beer.

While Hires focused on fountain sales and marketing Munimaker dispensers, the Coca-Cola Company was busy attracting and licensing franchisee bottlers.  Per the National Bottlers' Gazette, in early 1906 the Coca-Cola Company notified their bottlers:

Sales of Coca-Cola in Bottles.

Over one hundred Bottling Plants began business during the year 1905.  The record they have made is very interesting.  The largest sales for one of these new plants were made by The Coca-Cola Bottling Company, Salisbury, N.C.  They purchased 3092 Gallons Coca-Cola Syrup and this would produce 395,776 Bottles of Carbonated Coca-Cola.  The receipts from sale of same at 5 cents per bottle would amount to $19,788.80.

Success like this can be obtained by most any Bottling Establishment when the right kind of efforts are made.  The principal difficulty is found in the disposition of the first three or four hundred gallons.  When you have disposed to good advantage of the product of five hundred gallons of Coca-Cola syrup, your final success is assured.  Look at the record of the branches that have been established for several years.  See how they grow.  Memphis, Birmingham, Rome, Columbia, Albany, Lexington, Pittsburg and St. Louis show a gain of nearly 100% over 1904 while in smaller and newer places there has been a gain of 300% to 400%.  It is of first importance that the management have an abundance of courage and confidence; then see that the matter is intelligently and properly presented to the small dealers who are handling your goods.  If enthusiasm can be created and maintained all along the line, your opportunities for doing an enormous business are almost unlimited.  Do not fail to make judicious use of all the advertising matter you receive.  Good signs are not of much value in your office, but will do a vast amount of good when properly put up on buildings occupied by your customers.

Early on the Coca-Cola Company realized the tremendous sales potential offered via franchising the manufacturing and distribution of soft drinks.  Franchising in combination with a powerful advertising program lead to Coca-Cola’s tremendous growth rate and ultimate success.  Their marketing approach offered bottlers a quality product, a trademarked name, an exclusive territory, price discounts on bottles and crown caps, and point-of-sale advertising materials. 

The G. A Duerler Manufacturing Company, a long-time San Antonio, Texas soda bottler, ran these San Antonio newspaper advertisements during 1906:

(Figure 1906-01, G. A Duerler Manufacturing Company newspaper advertisements)

November 4, 1905 the Charles E. Hires Company filed a request with the United States Patent Office to trade mark the word “Hires.”  The request read:

THE CHARLES E. HIRES COMPANY, OF PHILADELPHIA, PENNSYLVANIA

TRADE MARK FOR ROOT-BEER, ROOT-BEER EXTRACT, AND THE DRY INGREDIENTS FOR MAKING ROOT-BEER.

To all whom it may concern:

Be it known that THE CHARLES E. HIRES COMPANY, a corporation organized under the laws of the State of Pennsylvania, and located in the city of Philadelphia, in said State, doing business at Nos. 210, 212, and 214 North Broad street, in said city of Philadelphia, has adopted for its use a trade mark of which the following is a description.

The trade mark of said corporation consists of the word “HIRES.”  This trade mark has been continuously used in the business of said corporation and that of its predecessor Charles E. Hires since about August 1, 1877.

The class of merchandise to which the trade mark is appropriated is miscellaneous, and the particular description of goods comprised in said class upon which the said trade mark is used is root beer, root beer extract, and the dry ingredients used in making root beer.

The trade mark is equally displayed on the packages containing the goods by placing thereon a printed label on which the same is shown.  It is also blown in the bottles containing the root beer and root beer extract, and displayed on the sealing caps of the root beer bottles.

THE CHARLES E. HIRES COMPANY

(signed) CHARLES E. HIRES, President

The United States Patent Office approved and registered Hires’ trade mark June 26, 1906.  The trade mark was assigned No. 54,465.  The Hires trade mark was renewed August 10, 1961 by Procter & Gamble, with "the dry ingredients used in making root beer” wording deleted.  A third renewal was approved for Beverages International, Inc. during their years of Hires ownership.

PURE FOOD AND DRUGS ACT OF 1906

June 30, 1906 President Roosevelt signed the Pure Food and Drugs Act of 1906 into law effective January 1, 1907.  The Act was aimed at “preventing the manufacture, sale, or transportation of adulterated or misbranded or poisonous or deleterious foods, drugs, medicines, and liquors, and for regulating traffic therein.”  As Dr. Harvey W. Wiley, chief chemist at the Department of Agriculture, stated: “Tell the truth on the label and let the consumer judge for himself.”  The following excerpts are from the Act:

The term 'drug,' as used in this Act, shall include all medicines and preparations recognized in the United States Pharmacopoeia or National Formulary for internal or external use, and any substance or mixture of substances intended to be used for the cure, mitigation, or prevention of disease of either man or other animals.  The term 'food,' as used herein, shall include all articles used for food, drink, confectionery, or condiment by man or other animals, whether simple, mixed, or compound…

The term, 'misbranded,' as used herein, shall apply to all drugs, or articles of food, or articles which enter into the composition of food, the package or label of which shall bear any statement, design, or device regarding such article, or the ingredients or substances contained therein which shall be false or misleading in any particular, and to any food or drug product which is falsely branded as to the State, Territory, or country in which it is manufactured or produced.

The Pure Food and Drugs Act of 1906 had a significant impact on the soft drink industry.  Manufacturers and bottlers were required to fully identify the contents of their products, not deceive or mislead consumers by adding ingredients such as cocaine or other drugs, and bottles and/or labeling had to identify a bottle’s capacity.  Hires immediately began implementing the labeling changes needed to comply with the Act.  

Considerable information concerning this landmark legislation is available.  One excellent source is “The Story of the Laws Behind The Labels, Part I: 1906 Food and Drugs Act” by Wallace F. Janssen, FDA historian (http://www.cfsan.fda.gov/~lrd/history1.html).  Another very entertaining source is “Who put the borax in Dr. Wiley’s butter,” an article authored by Gerald Carson for the August, 1956 issue of American Heritage magazine.   

The shoulders of this bottle are embossed on both sides: Hires – TRADE MARK REGISTERED – 10 FL. OZ. NET.  Paper labels were affixed to provide the required information about the bottle’s contents.

(Figure 1906-02, blue aqua crown top bottle, 9.5” tall)

This dovetailed, wooden shipping case held one dozen packages containing bottles of Hires Root Beer Extract.  Not missing an advertising opportunity, Hires glued a 5.0” x 7.0” cardboard notice to the back of the case stating:

It is an acknowledged fact that the Beer made from these Packages is superior to anything of the kind ever offered to the public.  It is made from fresh Roots and Barks, and will be found refreshing and appetizing.  This Beer has attained a high reputation for purity and delicacy of flavor possessed by no other, and is not only a healthy temperance beverage, but one of the most pleasant and invigorating that can be found for use in warm weather, producing a gentle stimulation throughout the body without the deleterious effects of a momentary excitement.  The low price for which it is offered, the readiness with which the Beer is prepared from it, its healthiness and agreeableness as an every-day drink, have rendered it one of the most popular articles in the market.

(Figure 1906-03, wooden shipping case, 5.5” high, 5.5” deep, 7.5” wide)

Five gallon metal containers of Hires fountain syrup were shipped in wooden crates.  This example is stamped “GUARANTEED BY THE CHAS. E. HIRES COMPANY UNDER THE FOOD AND DRUGS ACT JUNE 30, 1906 SERIAL NO. 127” above the word Hires on the front. 

(Figure 1906-04, wooden Hires Fountain Syrup crate, 17.0” x 11.0”)

Cardboard tags were attached to one gallon containers of Hires syrup.  The back contains licensing information, plus fountain and Munimaker dispensing directions.  Note the reference to the Pure Food and Drugs Act of 1906, and the limitation “that this syrup shall not be used for bottling purposes.”

(Figure 1906.05, Hires Syrup cardboard tag, front, 4.75” x 2.25”)

(Figure 1906.05, Hires Syrup cardboard tag, back, 4.75” x 2.25”)

Hires implemented several labeling changes as a result of the Pure Food and Drugs Act of 1906.  A major change was the renaming of Hires’ Cough Cure as “Hires’ Cough Remedy.”  The package labeling was also revised to specify “2 MINIMS CHLOROFORM IN EACH FLUID OUNCE – FROM BALSAM, ROOTS, AND BARKS.  PERFECTLY PURE. - No Opium, or other poisonous drugs in any form.  Guaranteed under the Food and Drugs Act, June 30, 1906.”

(Figure 1906-06, Hires’ Cough Remedy package)

At the same time, Hires Root Beer underwent a major revision, with the product name officially changed from “Hires’ Improved Root Beer” to simply “Hires.”  The packages were revised to read “This is the same Article formerly put up under the name of HIRES’ IMPROVED ROOT BEER! – Hires stands for Rootbeer and is registered in the U.S. Patent Office as such.” 

(Figure 1906-07, Hires package)

Here are the four sides of an aqua Hires Rootbeer extract bottle:

(Figure 1906-08, Hires Rootbeer extract bottle, four side views)

In 1906 Hires contracted with Villeroy & Boch, a major Mettlach, Germany manufacturer of premium porcelain and ceramic products, to produce several items.  This Hires Boy stein is 4.25” high with a 2.125” diameter base.  The bases of these steins are stamped “MADE IN GERMANY – VILLEROY & BOCH – FOR THE CHARLES E. HIRES COMPANY,” with either “06” or “07” incisions indicating the manufacturing year.  Delivery of steins in 1906 didn’t go well and Hires subsequently announced “delivery complaints (were) to be fixed in 1907.”

(Figure 1906-09, Villeroy & Boch stein, front)

      (Figure 1906-09, Villeroy & Boch stein, base, manufactured in 1907)

Villeroy & Boch also produced beautiful ceramic syrup dispensers with varying trim colors of blue-gray, green, and brownish-gold.  They are each 19.0” tall.

(Figure 1906-10, ceramic syrup dispenser, blue-gray, left side)

(Figure 1906-10, ceramic syrup dispenser, blue-gray, right side)

(Figure 1906-11, ceramic syrup dispenser, green, left side)

(Figure 1906-12, ceramic syrup dispenser, brownish-gold, left side)

This base of this very rare, bulbous, ceramic mug with a poem is stamped “MADE IN GERMANY – VILLEROY & BOCH – FOR THE CHARLES E. HIRES COMPANY.” 

(Figure 1906-13, bulbous, ceramic mug, 4.25” high, 2.5” base diameter)

Schorndorfer & Eberhard Company, a Cleveland, Ohio industry supply house, advertised the new Hires kegs and Hires Innovation jar dispensers in their 1906 catalog.

(Figure 1906-14, Schorndorfer & Eberhard Company catalog page)

This 4.0” x 5.0” photograph shows two individuals seated in rocking chairs who were most likely Hires salesmen.  The man on the left has a Villeroy & Boch Hires Boy stein, while the man on the right is holding a salesman’s sample Hires keg.

(Figure 1906-15, photograph)

(Figure 1906-16, Hires Innovation Jar, Hires Family Archives)

(Figure 1906-17, wooden salesman’s sample Hires keg, 12.0” tall)

The front of this two-sided card lists and illustrates the major parts of a Hires keg:

(Figure 1906-18, Hires Keg Parts List and Instruction Card, front)

The back of the card continues the parts list and illustrations, and also provides detailed instructions on setting up and operating a Hires keg:

(Figure 1906-18, Hires Keg Parts List and Instruction Card, back)

This metal letter opener features a Hires keg image and reads “DRINK HIRES ROOT BEER” on one side of the handle.  The Hires Boy and “HIRES TO YOUR HEALTH FOREVER” is on the opposite side of the handle.  The blade is marked D. PERES - SOLINGEN – GERMANY.  Solingen, the “City of Blades,” is known internationally for the manufacturing of high quality swords, knives, scissors, razors, etc.

(Figure 1906-19, letter opener

D. Peres also manufactured pocket knives for Hires.  The sides of this two-bladed example match the handle of the letter opener.  One side of the larger blade bears a small barrel image and is marked D. PERES - SOLINGEN - GERMANY, while the reverse side is marked MAGNETIC - CUTLERY Co - PHILA. PA.  One side of the smaller blade also bears the small barrel image.  The knife measures 2.75" long closed, and 5.75" long with both blades fully extended.

(Figure 1906-20, pocket knife)

Both blades of this 2.875" long, double-bladed, pocket knife with brass handles are marked T. HESSENBRUCH & Co. GERMANY. 

(Figure 1906-21, pocket knife front, closed)

(Figure 1906-21, pocket knife back, open)

The styling of this metal pencil clip suggests D. Peres may have manufactured it for Hires too.  It reads “DON’T FORGET Hires.”

(Figure 1906-22, pencil clip)

This sample advertising coin picturing the Hires Boy holding a stein was struck by August Conrad Frank, a noted Philadelphia engraver.  The pictured example appears to be original, although it is possibly a re-issue or a reproduction.

(Figure 1906-23, sample advertising coin, probably brass, 1.0" diameter)