Hires To You headerThe Illustrated History of Hires Root Beer



U.S. participation in the Vietnam War triggered nationwide anti-war demonstrations.

Riots in the primarily black Watts area of Los Angeles left 35 dead, hundreds injured, and caused $200 million in property damage.

November 9-10 a power blackout struck an 80,000 square mile area of the Northeast U.S.

Early Bird, the world’s first commercial communications satellite, was placed into orbit.

Young men grew shoulder-length hair, girls wore bangs, and the “Mod” look that started in London had the young of both sexes wearing tight, bell-bottom slacks and jeans.

Pepsi-Cola merged with Frito-Lay to form Pepsico, Inc.

Newly introduced products and inventions included Kevlar, Veg-O-Matic, the SuperBall, Sony Betamax Videocorders, mini-skirts, and Diet Pepsi-Cola.

3,801 U.S. soft drink bottling plants were in operation.

“It’s High Time For Hires” saw extensive use during 1965 as Hires’ new advertising slogan.  Hires’ 1965 Advertising Manual featured the slogan plus a six-pack carton image with the word “Genuine” added above the new logo with arches. 

(Figure 1965-01, 1965 Advertising Manual title page)

(Figure 1965-02, metal sign, 11.75” x 29.75”)

(Figure 1965-03, metal sign, 11.75” x 29.75”)

Hires provided bottlers with pre-printed postcards for mailing to retailers.  The back of the pictured example reads: “HIRES ROOT BEER – HIRES Is On The Move!  America’s most bought, best-known, heaviest-promoted root beer for over 90 years.  Sell the leader – Sell HIRES!”  A New York bottler added this typewritten message: “HAVE A GOOD SUMMER.  THANKS TO YOU, SYRACUSANS ENJOY A COOL SUMMER EVERY YEAR WITH HIRES ROOT BEER.  FOR AN EXTRA SUPPLY OF HIRES, CLICQUOT CLUB, ORANGE CRUSH, SQUIRT, CALL 437-4105.”

(Figure 1965-04, postcard, 3.5” x 5.5”)

(Figure 1965-05, cardboard sign, 18.0” x 24.0”)

Beverages International Inc. sometimes combined their corporate brands into single advertisements, such as an example the Fountain Division placed in the March 15, 1965 issue of Boxoffice magazine, a trade publication.  Headlined “out to build related sales?” the copy stated “many fountain managers feature both genuine and original Hires Root Beer and famous Orange-Crush.  Both are recognized quality and flavor leaders in their respective fields.  Both natural ‘go togethers’ with foods like hamburgers, hot dogs, pizzas or popcorn.  Customers order one, which suggests the other.  And cash registers ring twice.  You’ll like the extra high turnover profit you realize from these two most advertised, most bought brands.”

A highly popular item with customers at sporting events was a waxed cardboard “cone” that held 32 ounces of Hires Root Beer.  This example has the word “Genuine” above Hires in a trapezoid logo.  The 1.75” diameter mouth was sealed with a round, milk bottle-style, cardboard insert.  After drinking the contents, buyers often cut out the large end and used the container as a megaphone to cheer for their favorite team.

(Figure 1965-06, waxed cardboard cone, 9.625” tall x 4.0” base diameter)

The clock hands for this thin, plastic store hours sign are marked “OPEN” and “CLOSED,” a convenient way store operators displayed operating hours.

(Figure 1965-07, plastic sign, 14.0” x 6.0”)

(Figure 1965-08, metal can and bottle opener)

Apparently the Beverages International Inc. artist who designed this metal door pusher also produced the metal chalk board sign artwork; note the consistent use of upper and lower case letters for the "iT's HiGH TiME FOR" wording.

(Figure 1965-09, metal door pusher)

(Figure 1965-09.5, metal chalk board sign, 19.5" x 30.0")

This advertisement listed the source as “HIRES COMPANY.”  Note the illustrated crown cap displays the new Hires logo without the word “Genuine.”

(Figure 1965-10, The American Soft Drink Journal, April, 1965)

The double-sided insert for this three ounce carton of Hires Home Extract provided recipe suggestions plus basic instructions for making “Home Brewed” Hires Root Beer.  Rather than continuing to sell bottle cappers and crowns, users were encouraged to purchase them “from Sears Roebuck, Montgomery Ward and some hardware stores."

(Figure 1965-11, Hires Home Extract carton)

(Figure 1965-12, carton insert, back and front)

(Figure 1965-12, carton insert, inside pages)

Beverages International Inc. again listed the “HIRES COMPANY” for this advertisement, but the bottle image was updated to display the new Hires logo with the word “Genuine.”

(Figure 1965-13, The American Soft Drink Journal, August, 1965)

The logos on this 3-D sign and cloth patch specify “Original” rather than “Genuine.”   

(Figure 1965-14, plastic sign, 15.75” high, 12.5” wide, 1.5” deep)

(Figure 1965-15, cloth patch 3.0” x 3.0”)

The printing on this baseball mentions “ORIGINAL,” while the logo pictures a Hires mug and reads “SINCE 1876” across the top arch.

(Figure 1965-16, baseball)

Pinback buttons were produced for a Canadian 1965 Halloween promotion at Burger King featuring Original Hires Root Beer and Crush flavors.

(Figure 1965-17, pinback button, 3.5” diameter)

Here's another pinback button produced for a Canadian marketing campaign.

(Figure 1965-17.5, pinback button, 3.0” x 1.5")

(Figure 1965-18, clear glass mug with barrel logo)