1910
IT HAPPENED IN...1910
The U.S. Census recorded a population of
91,972,266. Farm
population continued to decline.
Illiteracy dropped to 7.7% of the population.
Less than half of the people over 25 years of age had
completed grade school and only 4% had earned a college degree.
Prohibition had been adopted by Maine, Kansas,
North Dakota, Georgia, Oklahoma, Mississippi, North Carolina, and
Tennessee.
The Boy Scouts of America and Camp Fire Girls
were organized.
Congress passed the Mann Act prohibiting
interstate or international transportation of women for immoral
purposes. The act grew
out of public concern about white slavery, particularly the
importing of European girls to work in American brothels.
Halley’s Comet passed within 13 million miles of
the Earth on May 20, 1910.
Black boxer Jack Johnson defeated James J.
Jeffries in a heavyweight match, sparking race riots across the
United States.
Thomas Edison demonstrated talking motion
pictures.
Electrical current for residences became the
standard and the prices of electrical appliances steadily declined
for the next several years.
Barney Oldfield set a new land speed record of
133 mph at Daytona Beach, Florida.
U.S. cigarette production and consumption
overtook cigars for the first time.
Big business invested $600 million into
advertising to stimulate consumer spending.
Market research resulted in advertising
increasingly targeted to specific audiences.
Hires prepared Form 2-250-M, a pocket-sized, four
page Hires Offers 1910 brochure as part of their marketing
program for 1910. In
addition to special offers for Hires Syrup, Hires steins were $2.00 per
dozen, Hires glasses were 75¢ per dozen, Hires Syrup Dispensing Jars
were $10.00, and Hires advertising included “attractive inside and
outside store signs, window displays, etc., supplied to any dispenser of
Hires upon request.”
(Figure 1910-01, Hires Offers 1910 brochure)
This Munimaker advertisement ran on facing pages in the Bulletin of Pharmacy:
(Figure
1910-02,
Bulletin of Pharmacy, February 1910, page 8)
(Figure
1910-02,
Bulletin of Pharmacy, February 1910, page 9)
The Munimaker was introduced in 1905, but the fountain head’s design
wasn’t patented until 1910.
(Figure 1910-03, United States Patent 40,558, granted March 1,
1910)
Hires also provided
replacement Munimaker parts, evidence the Billing Department’s copy of a
price list mailed to a storekeeper in 1910:
(Figure 1910-04, Hires’
Billing Department price list)
(Figure 1910-05, tin sign,
20.75” x 28.75”)
(Figure 1910-06, cardboard
sign, 15.5” x 2.5”)
A
small paper label marked “Manfield & Co. Makers – 158 Chambers St. – New
York” is affixed to the back of this reverse-on-glass wall hanger.
It was hung by a metal chain identical to that used as a border.
(Figure 1910-07, reverse-on-glass wall hanger, 7.0" x 8.0")
This rare tin tacker pre-dates the version
reading “Say! Drink Hires 5¢” (Figure 1910-12).
(Figure 1910-08, tin tacker,
Hires Family Archives)
This sign depicts the Hires Boy holding an amber, paper-labeled crown
top bottle of Hires Root Beer.
This is the earliest known image showing the Hires Boy with a
Hires bottle in his hand, rather than a Hires stein or mug.
(Figure 1910-09, circular
cardboard sign, 24.0” diameter)
This double-sided paper fan has a bamboo frame
(broken) and handle.
(Figure 1910-10, paper fan,
front)
(Figure 1910-10, paper fan,
back)
Bastian Brothers of Rochester, New York produced
this brass watch fob for Hires.
The front pictures the Hires Boy holding a stein.
The back is embossed “FOR DUPLICATE FOB SEND 15 CTS. IN STAMPS TO
CHAS. E. HIRES CO., PHILA. PA.” with
"BASTIAN BROS. ROCH. N.Y." in the center.
The leather strap is original.
(Figure 1910-11, brass watch
fob, front)
(Figure 1910-11, brass watch
fob, back)
(Figure 1910-12, heavy
cardboard hanger)
(Figure 1910-13, tin tray, 12.0” diameter)
This one-of-a-kind prototype artwork was prepared during the process of
developing the pictured cardboard Hires hanger that follows.
(Figure 1910-14, hanger prototype, courtesy
of Mike Godown)
(Figure 1910-15, cardboard
hanger, front, 10.25” diameter, courtesy of Mike Godown)
(Figure 1910-15, cardboard
hanger, 10.25” diameter, back, courtesy of Mike Godown)
(Figure 1910-15.5, The
Providence (Rhode Island) Journal, July 6, 1910)
This tin tacker or hanger features the Hires Boy holding an amber, paper-labeled bottle of Hires.
(Figure 1910-16, tin tacker or
hanger, 13.0” x 9.0”)
The paper-label affixed to this amber crown top bottle is the same style as the example the Hires Boy is holding on the previously pictured tin tacker or hanger. The front of the bottle is embossed on the side near the base “Hires – REGISTERED – ALL RIGHTS RESERVED.” The back is embossed “Hires - TRADE MARK REGISTERED” around the shoulders of the bottle.
(Figure 1910-17, amber crown top bottle with
paper label)
To the left of the
Hires Boy’s image on the paper label the white circle reads “BOTTLED
UNDER AUTHORITY – THE CHARLES E. HIRES COMPANY – INCORPORATED SEPT'R 13, 1890.”
To the right of the Hires Boy’s image is a Hires crown cap
(yellow and black with two stars) and the wording “NOT GENUINE UNLESS THIS
CROWN IS ON BOTTLE.” This
paper label was produced for use by the Kessler Brewing Company in Helena, Montana.
(Figure 1910-17, Kessler Brewing Co., Helena,
Mont. paper label)
The amber crown top Hires Rootbeer bottle pictured on
this sign bears a paper label utilized by the Joseph Roberts Bottling
Works in Union City, Tennessee.
(Figure 1910-18, cardboard
sign, 15.0” x 23.0”)
The Glenwood Spring Company in Augusta, Maine distributed advertising cards announcing the firm's acquisition of a Hires franchise. Given the Hires Boy image and wording, the card appears to be circa 1910. Hopefully further research will eventually confirm the exact date for their franchise appointment.
(Figure 1910-18.5, advertising
card, 3.25” x 5.0”)
This image appeared in conjunction with a Hires
article in a 1957 issue of National
Bottler’s Gazette magazine.
Workers are sitting atop a horse-drawn wagon loaded with wooden
cases of Hires Rootbeer outside the bottling plant in Philadelphia.
A canvas sign across the top of the wagon declares “Drink a
Bottle of Hires - You’re sure its pure.”
The Model T parked behind the wagon and the building are also
covered with Hires signage.
(Figure 1910-19, Hires’
Philadelphia bottling plant, circa 1910)
This aqua bottle was originally produced for use with
crown closures but later refitted with a Lightning stopper.
The original paper label is missing.
The base is embossed “Hires.”
(Figure 1910-20, aqua crown top bottle, 9.5”
tall)
This clear crown top bottle is embossed HIRES – REGISTERED –
ALL RIGHTS RESERVED near the front base.
The original paper label is missing.
(Figure 1910-21, clear crown top bottle,
8.0” tall)
These aqua and amber crown top bottles are identically embossed Hires TRADE MARK REGISTERED around the shoulders. Both are missing their original paper labels.
(Figure 1910-22, aqua and amber crown top bottles, 8.0”
tall)
This dark amber bottle is embossed “Hires” on the shoulder. It has a small paper label patterned after the gold medals label used for full size bottles of Hires Root Beer. The cork in the mouth may not be original to the bottle. A small hole in the base suggests the bottle may have been produced for use as part of an advertising display.
(Figure 1910-23, bottle, 3.0” tall)
(Figure
1910-24, The
Pharmaceutical Era magazine, August 1910)
Introduction of the Hires Munimaker, keg dispensers, and syrup jars
significantly reduced the need for individual syrup bottles.
Soda fountain operators who didn’t opt to acquire dispensers or
syrup jars continued to utilize syrup bottles.
This first flint glass example has a red-on-white
label-under-glass and a nickel-plated cap.
(Figure 1910-25, syrup bottle, 11.0” tall
with 3.0” base diameter)
This flint glass Hires syrup bottle has a
black-on-white enameled label and nickel-plated cap.
(Figure 1910-26, syrup bottle, 12.0” tall
with 3.0” base diameter)
Pocketknives were also a popular giveaway promotional
advertising item.
(Figure
1910-27, pocketknife)
Hires introduced a “Nufrute” line of bottled products that included
Vanilla Extract, Grape Juice, Orange, Grape, and Cream Soda.
This Grape Juice example contained 14 ounces.
(Figure 1910-28, clear Nufrute Grape Juice bottle, 9.5” tall)
Here is an example of the clear, flared, etched, soda glasses
referenced in the Hires Offers 1910 brochure (Figure 1910-01).
The etched syrup
line on the side near the base was used by soda jerks as a measuring guide for
adding the correct quantity of syrup
when mixing Hires Root Beer drinks by the glass.
(Figure 1910-29, etched soda glass, 4.875”
tall, 3.25” mouth)
"Hires Offer No. 1" included six etched glasses that were packaged and shipped in a cardboard box labeled "Form A-47-B." Several of the pictured glasses still contain the original, wadded up paper used as cushioning during shipping. In addition to being included for free with special offers, the glasses were also sold outright for 75¢ per dozen.
(Figure 1910-29, six etched soda glasses with
shipping carton)
This postcard pictures Haverford Avenue in Narberth,
Pennsylvania. Fielder’s
Drug Store, in the right foreground, displayed a “Drink Hires Root Beer”
sign on the corner near their front entrance.
(Figure 1910-30, penny
postcard, 3.5” x 5.0”)
(Figure 1910-31, cardboard
hanger, 4.0” x 8.0”)
(Figure 1910-32,
reverse-on-glass hanging sign, beveled edges, 6.0” x 4.0”)
(Figure 1910-33, paper sign,
6.0” x 24.0”)
(Figure 1910-34, die-cut,
cardboard sign, 9.0” x 6.0”)
(Figure 1910-35, paper sign,
8.0” x 20.0”)
Here’s a portion of a very rare Hires paper sign featuring two roller
skating bears.
(Figure
1910-36, paper sign, Hires Family Archives)
This notice was published in the October 13, 1910 issue of
N.A.R.D. Notes – The Journal of
the National Association of Retail Druggists:
OBITUARY.
Mrs. Clara K. Hires, wife of Charles E. Hires,
president of the Charles E. Hires Co., of Philadelphia, died October 6,
at the family residence, Buck Lane, Haverford, Pa.
Mrs. Hires was 53 (sic) years of age and a widely known and
devout member of the Society of Friends.
She was a liberal contributor to the benevolences of the society
as well as to private charities.
She leaves a husband and five children.
The funeral took place on the following Sunday and was conducted
in accordance with the Quaker rites.
Hires Household Ginger Ale Extract bottles were
packaged in these cartons.
(Figure 1910-37, Hires Ginger
Ale Extract carton)
Bottles of Hires Household Rootbeer Extract were
packaged in these cartons.
(Figure 1910-38, Hires
Rootbeer Extract carton)
(Figure 1910-39, Hires
Household Extract bottle, clear)
(Figure 1910-40, Hires
Household Extract bottle, green)
(Figure 1910-41, Hires
Household Extract bottle, light blue)
(Figure 1910-41.5, Hires
Household Extract bottle, cobalt blue)
(Figure 1910-42, Hires
Rootbeer bottle, aqua)