The Illustrated History of Hires Root Beer

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1961 

(Figure 1961-01, embossed metal sign, 17.5” x 5.5”)

This hard plastic, electric wall sign was manufactured by Dualite Products, Inc., Cincinnati, 27, Ohio.  It measures 15.0" wide, 6.0" high, and 4.0" deep.

 

(Figure 1961-01.5, hard plastic wall sign)

This Canadian-made electric wall clock has a plastic face and tin frame.  It measures approximately 28.0" wide, 12.0" high, and 4.0" deep.

(Figure 1961-01.8, electric wall clock)

Teaming with General Mills produced this special promotion: “Twice in March, in 97 Sunday Newspaper comic sections, a full-color ad announces how perfectly the lighter, drier, brighter flavor of Hires goes with pizza…and how Hires can be enjoyed free during the run of this special promotion.”  A creative copywriter coined “pie-ers” (rhymes with “Hires”) for the headline.

(Figure 1961-02, The American Soft Drink Journal, March 6, 1961)

Extensive placements of this full page magazine advertisement picturing Bob Hope were timed to coincide with the release of Bachelor in Paradise, a movie co-starring Bob Hope and Lana Turner.  A half-page, black-and-white version of the advertisement was also used.

(Figure 1961-03, magazine advertisement)

Bob Hope was also pictured on cardboard carton inserts that were assigned item number BH-3, with the "BH" standing for Bob Hope.  

(Figure 1961-03.5, cardboard carton insert, 8.75" x 2.375")

This electric wall clock was manufactured by the Pam Clock Company in New Rochelle, New York.  Two 15 watt bulbs illuminated the face from behind.  It is marked “© ’61” near the front base.  Note the “Since 1876” logo, rather than Hires in a trapezoid.

(Figure 1961-04, electric wall clock)

(Figure 1961-05, 3-D, plastic, electric wall clock, 22.0” x 17.5”)

This barrel-shaped, tin, wall sign measures 4.0' wide and 5.5' tall and is backed with a plywood frame for added support.  The barrel bands and "Hires" lettering are embossed. 

(Figure 1961-05.5, tin wall sign)

The drive-in restaurant signs were updated again.  This example was used by Mel's Drive-Ins in California.

(Figure 1961-05.6, cardboard drive-in sign, front, 5.0" x 6.5")

(Figure 1961-05.6, cardboard drive-in sign, back, 5.0" x 6.5")

This metal Porta-Frig ice chest manufactured by the St. Thomas Metal Sign Company in St. Thomas, Ontario, Canada measures 21.0" long, 12.0" high, and 12.0" deep. 

(Figure 1961-05.8, metal Porta-Frig ice chest)

Menu stationery made available to dealers selling food was updated with the Hires logo in a trapezoid and the "puts more life in your fun" slogan.

(Figure 1961-06, menu stationery, 8.5” x 5.5”)

This 12 ounce, flat-top, steel can bears the Hires Since 1876 logo and “Lighter! Drier! Brighter! slogan and was “PACKED BY HIRES CANNING CO., ANCHORAGE, ALASKA.”   

(Figure 1961-07, 12 ounce, flat-top, steel can, front and seam)

These three-dimensional wall signs were made of light-weight, vacuum-formed, plastic.

(Figure 1961-08, 3-D plastic sign, 22.0” x 12.0”)

(Figure 1961-09, 3-D plastic sign, 16.0” x 11.0”)

(Figure 1961-09.5, 3-D plastic sign, 16.0” x 13.0”)

On July 5, 1961 Ruder & Finn, a large New York City advertising agency, sent this proposal to Consolidated Foods' Hires Division.  The pictured "SODA SPECIALS FOR SUMMER PARTIES" were described as "Hiresambas, tall and frosty with a bright medley of fruits, sherbet and zesty root beer.  Or watch the teens in your life flip over a Soda Pool, with ice cream and sherbet balls, fruits and nuts and chocolate sprinkles afloat."  Although these specials sound delicious, we've seen no evidence this proposal was ever published.

(Figure 1961-09.8, proposed magazine advertisement, front)

(Figure 1961-09.8, proposed magazine advertisement, back)

This full page advertisement showed potential franchisees the assortment of cans and bottles utilized by Hires at the time.  Note the returnable and non-returnable packages, 12 and 16 ounce bottles in “cluster or basket packs,” a “32-ounce family size quart with the bright new label,” and mention of “the increasingly popular, tasty, low-calorie Hires.” 

(Figure 1961-10, The American Soft Drink Journal, July 24, 1961)

This clear, 64 ounce, NO DEPOSIT - NO RETURN bottle is 11.375" tall and matches the example pictured in the upper left hand corner of Figure 1961-10.  Instead of the newer logo with Hires in a trapezoid and a background of stripes, this bottle utilized an older Hires Since 1876 paper label. 

(Figure 1961-10.5, half gallon NO DEPOSIT - NO RETURN bottle)

Many beverage companies introduced low-calorie diet drinks during the 1960s, including Hires with Low-Calorie Hires in both bottles and cans.  The paper labels on this full, clear, no deposit–no return, 9.0" tall bottle identify the contents as “Low Calorie Hires Root Beer Flavored Dietetic Beverage.”  Note the Hires No Sugar and keg logo. 

(Figure 1961-11, Low Calorie Hires bottle, 12 ounces)

Hires distributed filled versions of this next bottle to their bottlers accompanied by a small, paper tag reading:

 It's nice to own a winner - and we think we have one!

Just chill this bottle of delicious HIRES Low-Calorie root beer and taste the extraordinary flavor - then compare it with any other low-calorie product in your market.  You will find this is another HIRES quality product - truly the first time a low-calorie product can actually be called "delicious." 

With the consumer trend toward weight consciousness increasing every day, a tremendous market is opening up for low-calorie drinks that are flavorful in taste.  HIRES low-calorie root beer offers such consumers a real treat. 

This is a high profit item that will help build your volume.  The label is beautiful - the product's tops.

Call your HIRES district manager today and tell him you're anxious to put this winner to work in your market. 

THE HIRES COMPANY

Base embossing on this clear, one pint, crown top indicates the bottle was blown in 1961 by the Hazel Atlas Glass Company, a division of the Continental Can Company.  The shoulders are embossed NO DEPOSIT NO RETURN.  The paper neck and body labels on the illustrated example have faded with age and read: 

Neck label: LOW CALORIE / Hires / NO DEPOSIT NO RETURN. 

Body label, center: LOW CALORIE / No Sugar Added / Hires / ARTIFICIALLY SWEETENED / ROOT BEER / Flavored Beverage / FOR DIETARY PURPOSES.

Body label, left side: CONTAINS 0.2% CALCIUM CYCLAMATE, A NON-NUTRITIVE ARTIFICIAL SWEETENER WHICH SHOULD BE USED ONLY BY PERSONS WHO MUST RESTRICT THEIR INTAKE OF ORDINARY SWEETS.  NO FAT.  NO PROTEIN.  1.07% AVAILABLE CARBOHYDRATES.  10 CALORIES PER 8 OUNCE SERVING.  ARTIFICIALLY FLAVORED.

Body label, right right: INGREDIENTS: CARBONATED WATER, CARAMEL COLOR AND OTHER PURE NATURAL AND ARTIFICIAL FLAVORING MATERIAL, CALCIUM CYCLAMATE, SORBITOL.  BOTTLED UNDER AUTHORITY OF THE HIRES COMPANY (MAIN OFFICE) PHILADELPHIA, PA.

(Figure 1961-11.5, Low Calorie Hires bottle, 16 ounces)

(Figure 1961-12, Hires Low Calorie crown caps)

(Figure 1961-13, steel can)

In addition to introducing low calorie Hires Root Beer, 1961 brought the launch of six new Hires flavors.  This advertisement announced “six brand-new sparkling, bubbling, top-quality flavors,” including Cherry Cola, Ginger Ale, Imitation Grape Soda, Grapefruit Beverage, Lemon & Lime Soda, and True Fruit Orange Soda.  All six flavors were bottled in clear, ACL bottles bearing the red on yellow Hires in a trapezoid logo, and the slogan “PUTS MORE LIFE IN YOUR FUN.”

(Figure 1961-14, The American Soft Drink Journal, August, 1961)

The paper label affixed to this gallon jug of True Fruit Orange Beverage Base listed the contents as: "WATER, SUGAR, ORANGE JUICE, CITRIC ACID, ORANGE AND OTHER ESSENTIAL OILS, VEGETABLE GUM, BROMINATED OIL & CERTIFIED FOOD COLOR, PRESERVED WITH SODIUM BENZOATE."  Brominated oil was added to prevent the orange flavoring from separating out.  The mixing directions specified: "Use 1 part of this finished syrup to 5 parts of cold carbonated or plain water to make a finished drink."

(Figure 1961-14.2 True Fruit Orange Finished Syrup gallon jug )

This Hires crown cap proof advertised the new "true fruit GRAPEFRUIT BEVERAGE."

(Figure 1961-14.3 Hires crown cap proof)

(Figure 1961-14.5, cardboard six-pack carton insert, 9.0" x 2.0")

Here are two examples of signage advertising sale prices on six-pack cartons of Hires.  Note the repeat use of the “politician” figure for both items.

(Figure 1961-15, cardboard sign, 24.0” x 18.0”)

(Figure 1961-16, cardboard hanger, 8.75” x 3.75”)

The neck label on this eight ounce ACL introduced a short-lived logo change with Hires in a trapezoid over a keg image.  The body label matches the newly introduced labels pictured in Figure 1961-14 without the "PUTS MORE LIFE IN YOUR FUN" slogan.

(Figure 1961-16.3, eight ounce ACL bottle)

The keg image on this 12 ounce ACL is slightly different than the keg on the eight ounce version.  The age code on the base indicates the bottle was blown in 1961.

(Figure 1961-16.4, twelve ounce ACL bottle)

(Figure 1961-16.5, clear glass mug with barrel logo, 4.625" tall)

The steel can artwork was updated with the Hires logo in a trapezoid on a keg image and the “Lighter! Drier! Brighter!” slogan.  This example is 5.0" tall with a 2.5" diameter.  The top is marked "PACKED BY HIRES CANNING CO., BRIDGEPORT, PA." 

(Figure 1961-17, 12 ounce steel can, front)

 

(Figure 1961-17, 12 ounce steel can, back)

The clear one gallon jugs used for shipping True Fruit Orange Finished Syrup (see Figure 1961-14.2) were also used for shipping Hires Root Beer Finished Syrup, but featured the trapezoid on a keg logo and stripes.  The paper label on this example is slightly faded.  

(Figure 1961-17.5 Root Beer Finished Syrup gallon jug )

(Figure 1961-18, pinback nametag button, 3.0” diameter)                    

(Figure 1961-19, pinback button, 3.0” diameter)                    

The National Decalcomania Corporation in Philadelphia, Pennsylvania, the “oldest decalcomania manufacturers in America,” manufactured this window decal.  The backing paper is still attached to the pictured example.  This decal was assigned Hires item number BW-3N.  

(Figure 1961-20, window decal, 6.0” x 9.0”)

This proposed artist’s mockup including the “Lighter! Drier! Brighter!” slogan was apparently never utilized for either a magazine advertisement or a display rack sign.

(Figure 1961-21, artist’s mockup)

The September, 1961 issue of News Front, “the picture news magazine for management,” featured a three page article about Hires.  (News Front was produced by the J. G. Ferguson Publishing Company in Chicago.  The article about Charles E. Hires was reprinted in it’s entirely when Ferguson published The 50 Great Pioneers of American Industry in 1965.)  In addition to recounting Hires’ highly successful marketing of Hires Root Beer, the News Front article included observations about Hires’ ultimate impact plus insight into the state of the U.S. soft drink industry in 1961:

He Started Soda Sales Popping

Charles E. Hires' Root Beer Launched In 1876 Set Pattern of National Distribution

A large, thirsty market was ready and waiting in 1876 when Charles E. Hires, a young Philadelphia druggist, began marketing a drink he called Root Beer.

Soft drinks were already a national habit.  An infant bottling industry was turning out hundreds of variously flavored beverages.  Many housewives concocted their own, and so did the proud proprietors of newfangled soda fountains.

It was Hires, with national advertising and distribution, that set the pace for the industry’s phenomenal late 19^th century growth – from 8.4 million cases of bottled drinks in 1869 to 38.8 million thirty years later.  By 1960, over 1.5 billion cases were turned out in 5,400 bottling plants; the industry’s sales volume was over $1.5 billion.  And per capita consumption of soft drinks was 205 bottles…

The franchise system of soft drink production and distribution, under which extract is supplied by the parent company to local bottlers, was well developed by the early 1900s.

Root Beer, the drink that started it all, accounts for a relatively small slice of today’s soft drink sales. 

The cola drinks are the national favorites by a wide margin, accounting for 64% of sales.  Lemon and lime are second with 9%, orange third with 6%.  Root Beer and ginger ale are tied for fourth place with 4% each.

The industry’s five largest firms are, in order, Coca-Cola Co., Pepsi-Cola Co., Seven-Up Co., Nehi Corp., and Dr Pepper Co.  Its diversity is indicated by the fact that these five giants, between them, control only slightly more than half of the nation’s 5,400 franchise bottling plants. 

The company, which remained under family ownership until last year, when Consolidated Foods Corp. acquired the Hires family stock, is still the largest root beer maker in the world.  About 25% of the root beer sold in the U.S. is Hires; the rest comes from more than 1,000 small companies.

The grand total of drinks of Hires Root Beer sold stands today at a thirst-quenching 11.5 billion – and is still climbing slowly but steadily up.

This lithographed, cardboard display rack sign was assigned item number HT-5.

(Figure 1961-21.5, cardboard display rack sign, 36.0" x 23.0")

Hires closed out 1961 with yet another trade journal advertisement.  Consolidated Foods' copywriters failed to do their homework when preparing the copy, claiming Hires has been “The world’s largest selling root beer for over 90 years,” pushing the introduction of Hires Root Beer to before 1871.  Also note mention of “The new Hires flavor line…a complete range of popular, consumer-tested flavors.”   

(Figure 1961-22, The American Soft Drink Journal, December 11, 1961)

 

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