The Illustrated History of Hires Root Beer

• Home
• Steve Sourapas
• FAQ
• Chapter Directory
• Subject Index
• Sources
• Contact Us
• What's New

1940 

The eight page Hires Price List for 1940 indicated “Year after year, Hires has spent hundreds of thousands of dollars to acquaint the public with the fact that Hires is more delicious than imitations – because it gets its delicious flavor from Real Root Juices.  Consequently Hires Dealers profit by larger sales than Dealers who sell unadvertised, artificially flavored types of root beers.  The public prefers Hires, which costs no more than imitations.  More Dealers are serving Hires every year, for many have learned by experience that the public likes the best, and that profitable operation depends on the confidence of patrons.  Consequently Dealers who sell Hires continue to show increased sales and profits.”  Attractive Store Advertising consisting of back bar displays, window posters, cutouts, and metal signs were mentioned, but not illustrated. 

In addition to fountain syrup, fountain concentrate, steins, kegs, and counter dispensers, the 1940 Hires Price List offerings to dealers included a Hires Giant Stein Dispenser, described as: “Richly finished overall in silver tone with faucets and fittings to match – wherever displayed the dealer is assured a profitable revenue, for this attractive dispenser guarantees patrons a real root juice beverages, reminds that Hires R-J Root Beer is delicious and healthful.  Sturdily constructed of heavy gauge steel, electrically welded throughout, warp and rust-proof, extremely durable.  Handle on either right or left as you face keg.  Please specify which is wanted.  For the dealer who prefers something different in dispensing apparatus, the Giant Hires Stein is an exceptional buy.  Specifications: Height: 36.5”.  Complete width with handle: 32”.  Syrup container holds 5 gallons.  Ten 8.5” x 2.5” cooler drums.  Sheet copper lined ice compartment good for 20 years.  Price: $100.  Freight prepaid.  Prices include 8 feet Supply Pipe and 3 feet Drain Hose.”

(Figure 1940-00, Hires Giant Stein Dispenser)

Here’s an updated version of an advertisement that ran in Saturday Evening Post magazine July 9, 1938 (Figure 1938-12).  The newer logo with “Hires” extending outside the circle was added to the bottle's body label.

(Figure 1940-01, magazine advertisement)

On this U.S. made sign “Hires” extends outside the circle on the large logo, but remained inside the circle on the bottle’s label.

(Figure 1940-02, tin sign, 39.75” x 12.75”)

The large logo and bottle logos match on this similar, Canadian-made version of the same sign. 

(Figure 1940-03, tin sign, 24.0” x 15.0”)

Time and weather have faded the colors on this large, tin, wall sign.  The Hires R-J logo is embossed, and the edges are slightly rolled.  

(Figure 1940-03.5, tin sign, 47.0” x 14.0”)

(Figure 1940-04, canvas truck banner, 36.0” x 56.0”)

(Figure 1940-04.5, embossed tin sign, 30.0” x 48.0”)

(Figure 1940-04.8, embossed tin sign, 30.0” x 48.0”)

One side of the plastic “Hires Bugle Boy”  reads “DRINK Hires,” the other side reads “IT TASTES SO GOOD,” and the horn is embossed “TOOT FOR HIRES.”

(Figure 1940-05, plastic Hires Bugle Boy, 5.1875” long)

Hires Bugle Boy directions included a fingering chart, bugle calls, and, of course, Hires advertising:

(Figure 1940-06, Hires Bugle Boy directions)

(Figure 1940-07, Collier’s, March 30, 1940)

(Figure 1940-08, cardboard wall hanger on a black background to better show details, courtesy of the Wong collection)

The next two signs are similar with several important differences.  The first example has a wide, dark blue, horizontal stripe behind the Hires R-J Root Beer With Real Root Juices logo, and the six pictured bottles bear labels with the word “Hires” inside the circle.  The updated second example lacks the horizontal stripe and the labels on the pictured bottles show “Hires” outside the circle.

(Figure 1940-09, tin sign, 13.5” x 39.5”)

(Figure 1940-10, tin sign, 13.5” x 39.5”)

The bottle labels pictured on this triple bottle topper show “Hires” inside the circle.  Although the refrigerator signage specifies “10¢ PLUS DEPOSIT FAMILY SIZE,” 12 ounce bottles are illustrated.

(Figure 1940-11, lithographed, die-cut, cardboard bottle topper)

(Figure 1940-11,5 lithographed, die-cut, cardboard bottle topper, 13.5" x 8.0")

Based on the lettering font and wording this tin sign was produced circa 1940.

(Figure 1940-11,8 tin sign with cut-in corners, 17.0" x 10.0")

A two week long, direct mail advertising campaign was initiated April 1, 1940 by the Hires bottler in Columbus, Ohio.  Postcard recipients were offered three free 12 ounce bottles of Hires R-J Root Beer for returning this postcard to a Hires dealer and purchasing an additional three bottles.  Note the heavy paper six pack carrier pictured on the postcard.

(Figure 1940-12, direct mail postcard, front, 3.5” x 5.5”)

(Figure 1940-12, direct mail postcard, back, 3.5” x 5.5”)

The heavy paper six-pack carrier depicted on the previously illustrated postcard had a capacity of six 12 ounce bottles. 

(Figure 1940-13, heavy paper six-pack carrier with handles, 6.375” x 7.25”)

This larger-sized heavy paper carrier had a capacity of three 26 ounce bottles.

(Figure 1940-13.5, heavy paper three-pack carrier with handles)

A 1940 promotional campaign offered “Hires Bouncers,” sponge rubber balls given for free with the purchase of a six pack of 12 ounce Hires R-J Root Beer bottles.  The bright blue and white balls were printed “DRINK Hires,” packaged in clear plastic bags, and attached to cartons via a cardboard hanger.

(Figure 1940-14, Hires Bouncer rubber ball)

Another giveaway was a plastic pencil holder.

(Figure 1940-15, plastic pencil holder)

This 8.25" long metal letter opener with a plastic handle advertising Hires was produced for Stueber's Beverages in Park Falls, Wisconsin.  In addition to "Phone 258," a fourth line below the city stated "Complete line of soft drinks." 

 

(Figure 1940-15.5, letter opener)

Consistent with previous versions of Hires’ Finished Syrup tins, the back of this updated, round edition includes dispensing directions plus recipes for Hires Root Beer Black Cow, Ice Cream Soda, Milk Shake, Malted Milk, Sundaes, Frappe, and Hot Milk Drinks.

(Figure 1940-16, one gallon Finished Syrup tin, 10.0” x 6.0”)

These three small advertisements ran in the New York Times during May, 1940.

(Figure 1940-17, New York Times newspaper, May, 1940)

These four rectangular signs have very similar designs.

(Figure 1940-18, tin sign)

This version has “IN BOTTLES – ICE COLD” wording added across the bottom and marked “Made in USA 6-40,” indicating it was manufactured in June, 1940.

(Figure 1940-19, tin sign, 27.5” x 19.5”)

This very similar sign reads “ICE COLD IN BOTTLES��� across the bottom.

(Figure 1940-20, double-sided, flanged, wall-mounted, steel sign, 18.0” x 14.0”)

(Figure 1940-21, tin sign, 27.5” x 10.0”)

The white background and bright logo colors are muted by the photographer’s reflection in the glass covering this wood framed, electric wall clock.

(Figure 1940-22, wood framed, electric clock)

This cardboard sign features an updated, profile image of the attractive model who graced numerous “So Good With Food” Hires advertisements during 1939.  The sign has yellowed with age and suffered weather damage, but it is still very eye-catching. 

(Figure 1940-23, cardboard sign, 25.0” x 16.0”)

(Figure 1940-24, Life, September 19, 1940)

Being "fagged out" was a slang term often used to describe being tired or exhausted due to work or physical exercise, hence the headline in this advertisement.

(Figure 1940-24.5, magazine advertisement)

(Figure 1940-24.8, magazine advertisement)

The 40 page Hires’ 1940 Football Book presented game schedules for 270 intercollegiate teams.  Each team’s 1939 scores were listed, with space provided for users to log 1940 game scores.  The booklet measures 3.25" x 5.25". 

(Figure 1940-25, 1940 Football Book, front cover)

(Figure 1940-25, 1940 Football Book, inside front cover)

(Figure 1940-25, 1940 Football Book, centerfold)

(Figure 1940-25, 1940 Football Book, inside back cover)

(Figure 1940-25, 1940 Football Book, back cover)

A listing for The Charles E. Hires Company was added to the New York Stock Exchange November 12, 1940.

 

Home | Steve Sourapas | FAQ | Chapter Directory | Subject Index | Sources | Contact Us | What's New

Copyright 2018-2024, Seattle History Company