The Illustrated History of Hires Root Beer

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1949 

American cartoonist George Rife Clark prepared eight quarter page cartoons that Hires placed in Life magazine.  Clark is best known for his “The Neighbors” cartoon panels, widely syndicated during the 1940s.

(Figure 1949-01, Life, March 28, 1949)

The front cover of Hires to You! Volume 3, Number 3 pictured a mother and daughter selecting a six-pack of Hires while grocery shopping.  Note the display rack loaded with full cartons and the metal “Got a minute – Have a Hires” sign on top of the rack (see Figure 1949-02.5).  

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, front cover)

A steadily increasing number of products liability claims filed against manufacturers likely inspired Hires to publish this safety-related article.

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, page 6)

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, page 12)

The signage on this 1949 Ford delivery truck featured the latest Hires check mark logo.

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, page 7)

This page provided an overview of “Got a minute? Have a Hires!” advertisements and signage. 

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, page 14)

The next page pictured a series of “Got a Minute?” newspaper advertisements, “Cardboard Bottle Top Cut-Outs, Neck Hangers and (a) Poster for pyramid displays.”

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, page 15)

(Figure 1949-02, Hires to You! Volume 3, Number 3, April, 1949, back cover)

Here's an example of the double-sided, metal, display rack sign pictured on the front cover of Hires to You! Volume 3, Number 3.

(Figure 1949-02.5, double-sided, metal, display rack sign, 15.0" x 7.0")

The Charles E. Hires Company sold its entire interest in the Hires Sugar Company in Cuba to Cuban sugar interests for $1,250,000 in 1949.

The Wednesday, April 20, 1949 issue of the Star Tribune newspaper in Minneapolis, Minnesota featured a short article headlined "Minneapolis Makes Soft Drinks."  An accompanying photo pictures Tony Yates operating the bottle filling line.  The caption reads "300 CASES OF ROOT BEER EVERY HOUR - The Minneapolis plant of the Charles E. Hires Co., 806 Fourth Street S., turns out 300 24-bottle cases of root beer every hour.  The beverage is made from a concentrate prepared in the firm's Philadelphia headquarters plant.  The concentrate arrives in 20-gallon barrels, each barrel being converted into 1,000 cases of finished drink...The local plant distributes root beer in the metropolitan Twin Cities area and at Lake Minnetonka.  The plant is one of 25 company-owned operations throughout the United States.  In addition, 400 independent bottlers hold Hires franchises.  L. D. Rademacher, Minneapolis manager, supervises the local plant and 23 franchised plants in Minnesota and the Dakotas.  The Minneapolis plan, built 11 years ago, has 33 employees."

(Figure 1949-03, Saturday Evening Post, April 30, 1949)

(Figure 1949-04, Life, May 23, 1949)

This article was published in The Billboard (“The World’s Foremost Amusement Weekly”) June 11, 1949:

Hires Shows Profits; Report Vendors Help

PHILADELPHIA, June 4.  Profits and sales of Charles E. Hires Company in April and May were substantially above the corresponding months of last year, according to Charles E. Hires Jr., president.  He reported April sales were between 15 and 18 per cent above last year while May sales were about 30 per cent higher.  The company’s fountain sirup (sic) sales, bottle sales and sales of sirup (sic) to licensed bottlers and vending machine operators all showed increases, he said.

Increased sales are generally reflected in increased earnings, Hires pointed out, and he estimated earnings in the first eight months of the company’s current fiscal year, ended May 31, were substantially above the corresponding period last year.  In the four and a half months of the company’s fiscal year, up to September 30, Hires usually makes 80 per cent of its profits.  However, he pointed out it was too early to make any prediction as to sales trend.  He said the April and May increases were due largely to warm weather.

Hires believes even (though) the 5-cent bottle has now been generally accepted by the public, the position of the bottler has not greatly improved.  The bottlers are now entering their busiest season, he explained, and they are not likely to complain now, but their labor and other costs are still high and in the fall they may again be faced with their old problems.

(Figure 1949-05, Life, June 6, 1949)

The company-owned warehouse in St. Louis, Missouri opened in 1949. 

(Figure 1949-06, Saturday Evening Post, June 25, 1949)

(Figure 1949-07, Life, July 1949)

(Figure 1949-08, Look, July 14, 1949)

(Figure 1949-09, Look, August 1949)

(Figure 1949-10, tin sign manufactured by Donasco, 35.5” x 11.5”)

Robertson-Dualife in Springfield, Ohio manufactured this 18.0" x 9.0" sign in April, 1949.  They also produced 56.0" x 36.0" customized versions featuring a Hires dealer's name printed across the bottom in black letters on a white background.

(Figure 1949-10.5, tin sign manufactured by Robertson-Dualife, 18.0" x 9.0")

(Figure 1949-11, tin sign, 13.25” x 9.25”)

This pressed tin thermometer measures 6.0" x 4.0".

(Figure 1949-11.3, pressed tin thermometer)

This pressed tin emergency notification sign also measures 6.0" x 4.0". 

(Figure 1949-11.4, pressed tin emergency notification sign)

This large wall sign has "DELICIOUS IN BOTTLES" across the bottom.  It was marked "REG. U.S. PAT. OFF" and assigned item number BM-10.

(Figure 1949-11.5, tin sign, 39.0” x 27.0”)

The Canadian version of the preceding sign has rounded corners and a white border.  This sign was produced by St. Thomas Metal Signs Ltd., in Canada. It was marked "TRADE MARK REGISTERED" and assigned item number S-567.

(Figure 1949-11.8, tin sign, 27.0” x 19.0”)

Instead of "DELICIOUS IN BOTTLES," this version has “SO REFRESHING” across the bottom.

(Figure 1949-12, tin sign, 13.875” x 11.75”)

A matching steel sign was also produced as a double-sided, wall-hanging, flange sign.  The reverse bears the same graphic as the illustrated side.  

(Figure 1949-12.5, double-sided, steel, flange sign, 12.0” x 14.0”)

This embossed, tin, chalk board has rolled edges.  It was assigned item number BB-5.

(Figure 1949-12.8, embossed, tin, chalk board, 29.5” x 15.5”)

This desktop or countertop display pictures an invitation, an envelope, and a glass of Hires Root Beer.  The fountain glass bears an R-J logo, while the invitation has a check mark logo. 

(Figure 1949-13, cardboard sign in plastic frame, 1.875” x 3.0”)

This sign was produced by the Donaldson Art Sign Company in Covington, Kentucky. 

(Figure 1949-14, metal sign, 8.5” x 6.0”)

(Figure 1949-15, tin license plate topper, 10.0” x 3.0”)

This paper six-pack carrier was produced for 12 ounce bottles.

(Figure 1949-16, paper six-pack carrier, 8.0” x 11.0”)

This tin sign was manufactured for Hires by the Manhattan Wire Goods Company in New York City.  The edges are rolled.

(Figure 1949-16.5, tin sign, 18.0” x 8.0”)

The base of the plastic stein depicted on this paper sign is embossed “Have a Hires and Refresh.”  Note the built-in thumb rest on top of the handle.

(Figure 1949-17, paper sign)

This variant of the plastic stein pictured on the paper sign illustrated above has "ALWAYS REFRESHING Hires to You!" embossed on the base.  It measures 4.5" tall with a 2.875" base diameter.

(Figure 1949-17.8, plastic stein, side view)

(Figure 1949-17.8, plastic stein, looking down thru mouth)

Continuing a marketing emphasis on getting Hires into restaurants, cafes, and lunch counters, Hires produced menu pages hoping the “Got a minute – Have a Hires AND REFRESH” footer would inspire customers to order Hires Root Beer with their meal.  Menu pages were also produced with “Hires to You! IN HARMONY WITH GOOD FOOD” and the check mark logo.

(Figure 1949-18, paper menu page, 8.5” x 5.5”)

Hires reported net sales of $7,769,386 and a $355,911 net profit for the fiscal year ending September 30, 1949. 

The fronts of these two paper matchbooks both have “Got a minute? Have a Hires” advertising.  The backs are different, however, as one has “AND REFRESH,” while the other reads “Makes a minute mean so much!”

(Figure 1949-19, paper matchbooks, 4.5” x 1.5”)

(Figure 1949-20, celluloid pinback button, 2.0” diameter)

(Figure 1949-20.5, tin sign, 8.0" x 17.0")

The "Got a minute? Have a Hires and Refresh" sign pictured above was also produced for attaching to the top of store display racks (see Figures 1949-02 and 1949-02.5).

These metal rulers were distributed as souvenirs at the October 8-23, 1949 state fair in Dallas, Texas, and also by Whelan’s Low Price Drug Stores, the Katz Drug Company, the Hires Bottling Company plant in Chicago, Illinois. and the Harrison Bottling Company in Harrison, Arkansas.

(Figure 1949-21, metal rulers, 2.0” x 12.5”)

(Figure 1949-22, Saturday Evening Post, 13.0” x 5.5”)

(Figure 1949-23, Saturday Evening Post, 13.0” x 5.5”)

(Figure 1949-23.5, Saturday Evening Post, 13.0” x 5.5”)

(Figure 1949-24, Saturday Evening Post, 13.0” x 5.5”)

(Figure 1949-25, cardboard sign, 28.0” x 16.0”)

This metal bottle opener bears a debossed red Hires check mark logo.

(Figure 1949-26, metal bottle opener)

This hot dog image was re-used for another paper poster in 1953.

(Figure 1949-27, paper poster, 22.0” x 7.0”)

(Figure 1949-27.5, paper poster, 22.0” x 7.0”)

(Figure 1949-28, Hires to You! Volume 3, Number 7, front cover)

(Figure 1949-28, Hires to You! Volume 3, Number 7, page 5)

Hires to You! Volume 3, Number 7, the last issue for 1949, included an expense-saving article suggesting a method for salvaging cardboard six-pack carriers.

(Figure 1949-28, Hires to You! Volume 3, Number 7, pages 10 and 11)

This article touted the continued growth of cup vending for the industry and Hires in particular.  Seven weeks of Hires’ sales at a northeastern U.S. beach concession included 288,000 8-ounce bottles and 44,000 cups dispensed from vending machines.  The reprinted advertisements at the top of the page ran in the November, 1949 Vend magazine, and the 1950 Manual and Guide published by the National Association of Amusement Parks, Pools and Beaches.

(Figure 1949-28, Hires to You! Volume 3, Number 7, page 14)

The inside back cover brought an announcement of J. Edgar Hires' retirement for medical reasons after 40 years with the Hires Company.  In addition, five newly appointed Hires franchisees are listed, and there’s mention of Hires being served in paper cups at the 1949 World Series (the New York Yankees bested the Brooklyn Dodgers four games to one).

(Figure 1949-28, Hires to You! Volume 3, Number 7, inside back cover)

The back cover announced the decision to continue the "Got a Minute Have a Hires" marketing campaign in 1950.

(Figure 1949-28, Hires to You! Volume 3, Number 7, back cover)

The original company-owned bottling plant in Baltimore, Maryland was closed and a new location opened in December, 1949.

 

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