The Illustrated History of Hires Root Beer

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1952 

Hires’ new “For pleasure and thirst” slogan was introduced but only used thru mid-year, 1952. 

(Figure 1952-01, The American Bottler, April 1952)

The Hires Bottling Company in Sacramento sponsored the California Folk Dance Federation's annual spring festival with this full page advertisement placed on the back cover of the event's 6.0" x 4.25" paper program.  The festival was hosted by the Sacramento Council of Folk Dance Clubs and held at the Sacramento Memorial Auditorium on April 6, 1952.   

(Figure 1952-01.5, program advertisement, April 6, 1952)

This full page trade magazine placement previewed advertisements scheduled to run in Life, Look, and Saturday Evening Post during June, 1952.

(Figure 1952-02, The American Bottler, May 1952)

(Figure 1952-03, Saturday Evening Post, June 14, 1952, and Life, July 1952)

This menu board was updated with the "For Pleasure and Thirst" and "Hires to You!" slogans (see Figure 1948-17.5).

(Figure 1952-03.5, cardboard chalkboard wall hanger, 27.25" x 14.0")

This ice-cooled Multiplex counter dispenser held one gallon of Hires Fountain Syrup.  It has one faucet and a counter type base.  Both sides and the back bear the identical Hires signage.  This example is very similar to those illustrated in the preceding advertisements.

(Figure 1952-04, Multiplex counter dispenser)

(Figure 1952-05, metal door pusher, 31.0” x 2.5”)

(Figure 1952-06, porcelain sign, 13.0" x 1.5”)

(Figure 1952-07, tin sign, 23.0” diameter)

Simon Adhesive Products Corporation in New York produced this 9" diameter "EZE-STIK" decal for Hires.  

(Figure 1952-07.5, decal - front)

(Figure 1952-07.5, decal - back)

The Progress Refrigerator Company in Louisville, Kentucky manufactured this cooler. 

(Figure 1952-08, Model A5 all steel picnic cooler)

(Figure 1952-09, Saturday Evening Post, July 12, 1952)

(Figure 1952-10, Look, August 12, 1952)

Leftover “Got a minute? Have a Hires – A Good Rule to Follow” metal rulers first distributed in 1949 served as giveaway items at the August 10-16, 1952 Batesville, Indiana centennial celebration.

A family picnic at the beach was a timely image choice for the front cover of Hires to You! Volume 6, Number 4, the August, 1952 issue.

(Figure 1952-11, Hires to You! Volume 6, Number 4, August, 1952, front cover)

A Hires to You! article about the development of bottle closures provided an opportunity for highlighting Hires’ history.  Unfortunately, the company’s founding was further muddied by the author repeating the myth “1876…the year of the Philadelphia Centennial Exhibition…was the year when Charles E. Hires ‘went national’ in his advertising for his already locally famous root beer.”   

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, inside front cover)

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, page 3)

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, page 4)

Peter W. Hires, Sales Manager Fountain & Fixture Division (and Hires To You! editor), declared 1952 “the biggest year in our history.  New plans and new ideas are already being worked on.  Most of them will be good.  Perhaps a few will fizzle…Hires has a big future because it has a big past.”

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, page 5)

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, page 14)

This comparison of Swift���ning’s cake and Hires advertisements provided an opportunity to promote a new Hires poster and claim “the new style of enjoying Hires with food is changing dining habits everywhere.”  Also note the announcement C. Edgar Hires was elected Alumni Association president at Pennsylvania Military College, his alma mater.

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, page 13)

The inside back cover pictures a typical Hires and ice cream promotional floor display “established at ice cream coolers of supermarkets and independent outlets with great frequency this summer.”

(Figure 1952-11, Hires to You! Volume 6, Number 4, August ,1952, inside back cover)

This plastic ice cream scoop measures 7.0" long.

(Figure 1952-11.5 plastic ice cream scoop, front)

(Figure 1952-11.5 plastic ice cream scoop, back)

(Figure 1952-12, embossed metal sign, 42.0” x 12.0”, courtesy of Ralph Navarra)

(Figure 1952-13, convex glass, electric sign, 17.0” diameter)

These metal signs were attached to the top of gravity-fed racks used for dispensing returnable 12 ounce six-pack cartons of Hires Root Beer.

(Figure 1952-14, metal sign, 18.0” x 5.0”)

This wooden serving tray measures 17.75" long, 11.5" wide, and 2.0" deep.

(Figure 1952-15, wooden serving tray, top view)

(Figure 1952-15, wooden serving tray, side view)

For the fiscal year ending September 30, 1952, Hires reported net sales of $8,841,979 and a $310,636 net profit. 

Each of these trays has a Hires check mark logo printed on the back edge.  The artwork for both trays was reportedly drawn by Peter W. Hires. 

(Figure 1952-16, parrot metal tray, 14.25” x 8.75”)

(Figure 1952-17, ducks in flight metal tray, 14.25” x 8.75”)

This carton of Root Beer Drops “FLAVORED WITH Hires ROOT BEER” contained 1.75 ounces of hard candies made by the Up-To-Date Candy Manufacturing Company in New York City.     

(Figure 1952-18, cardboard Root Beer Drops carton, 2.5” x 3.75” x .75”)

The company-owned plant in San Francisco, California closed out the year with a mass mailing of double-sided advertising postcards on December 31, 1952. 

(Figure 1952-19, advertising postcard, 3.5” x 5.625”, front)

(Figure 1952-19, advertising postcard, 3.5” x 5.625”, back)

 

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