The Illustrated History of Hires Root Beer

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1965 

“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”)

This sign was assigned item number 4140.

(Figure 1965-02.5, metal sign, 8.25” x 14.0”)

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

(Figure 1965-03.5, magazine advertisement, 5.5” x 13.5”)

Here's an example of a cardboard six-pack carton used during a special sales promotion offering six 12 ounce bottles of Hires Root Beer for $ .89.  Note the "6/89" stamped onto the lower portion of the Hires logo.

(Figure 1965-03.8, cardboard six-pack promotional carton)

Hires provided bottlers with pre-printed postcards for mailing to retailers.  The back of the this 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”)

A similar postcard was also produced for Diet Hires Root Beer.  The back of this example reads: “DIET HIRES ROOT BEER – America's #1 root beer now available with...the same bright 'n lively taste...but only 1 calorie per 8-ounce serving.  Sell the leader--sell HIRES!" 

(Figure 1965-04.5, postcard, 3.5” x 5.5”)

In addition to bottles, Diet Hires Root Beer was also distributed in 12 ounce steel cans opened with pull tabs.  This example was packed by Admiral Beverage Corporation in Worland, Wyoming.  The listed contents include "Sodium Saccharin, non-nutritive artificial sweetener which should be used only by persons who must restrict their intake of dietary sweets."   

(Figure 1965-04.8, steel can, front and seam)

(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)

This paper labeled quart with a foil neck label was also produced using clear glass bottles.  Base embossing indicates the bottle was manufactured by Owens-Illinois in 1965 for the Variety Club Beverage Company in Toledo, Ohio (see Figure 1975-13).

(Figure 1965-06.5, paper-labeled quart bottle)

A similar paper-label was used in Canada for clear, 28 ounce bottles.  In between the body and neck labels, this example is embossed NO DEPOSIT * NO RETURN * NOT TO BE REFILLED.  The base is embossed "1 WAY BEVERAGES."  Note the body label does not state the content capacity or list the ingredients.

(Figure 1965-06.8, paper-labeled Canadian 28 ounce bottle)

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

(Figure 1965-07, 3-D plastic sign, 14.0” x 6.0” x .75")

This similarly designed thin, plastic, three-dimensional sign featured a bottle bearing a huge Hires logo.

(Figure 1965-07.5, 3-D plastic sign, 14.0” x 6.0” x .75")

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

Apparently the Beverages International Inc. artist who designed this 13.75" x 2.75" sign also produced the illustrated door pusher center section and the chalk board sign that follow.  Note the consistent use of upper and lower case letters for the "iT's HiGH TiME FOR" wording.  The white background for this pressed tin sign has yellowed due to prolonged exposure to weather and/or handling.   

(Figure 1965-08.5, pressed tin sign)

(Figure 1965-09, metal door pusher center section)

(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)

No, your eyes aren't deceiving you.  This wooden crate is illustrated in the 1965 chapter because it bears a July, 1965 manufacturing date.  This is yet another example of a bottler who wasn't concerned about complying with the parent company's insistence on using current Hires logos and marketing graphics.  For whatever reason(s), the Twin City Bottling Company in Fort William, Ontario, Canada had their crates stenciled with the logo Hires had stopped using 12 years earlier!  These crates are 16.5" long, 7.75" wide, and 12.5" tall, and include a center divider from side to side.  The construction seems like overkill for local deliveries, so our best guess is the crates were designed for out of town deliveries, perhaps via rail.

(Figure 1965-12.5, wooden crate, side view)

(Figure 1965-12.5, wooden crate, end view)

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)

This wooden "Durabilt" beverage case held four six-packs of Hires Root Beer bottles.  It was manufactured by the Owens-Illinois Glass Company of Alton, Illinois in August, 1965 for the Grand Rapids Bottling Company in Grand Rapids, Michigan.  It measures 19.0" long, 12.25" wide, and 4.75" high.

 

(Figure 1965-13.5, Durabilt beverage case, side)

(Figure 1965-13.5, Durabilt beverage case, end)

Hires' year-end national sales meeting for 1965 was held at the historic Edgewater Beach Hotel in Naples, Florida.  Souvenirs for attendees included this Endura pocket watch and a keychain.  Both items, of course, bore the "It's High Time For Hires" slogan.

(Figure 1965-14, Endura pocket watch, 3.0" diameter)

(Figure 1965-15, keychain, front and back, 1.25" diameter)

 

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