Bottled memories: Washington beer through the ages
Seattle’s beer culture has changed, but once upon a time, wild Rainiers roamed the hills and beer labels promised sex.
Drinking locally has a long tradition, though it has gone in and out of vogue. Washington was a major supplier of hops for beer and grapes for wine long before Prohibition, and during it, we avidly smuggled booze from Canada. One prominent bootlegger, featured in the new Ken Burns documentary Prohibition, which airs this month on KCTS, was a Seattle police officer, Roy Olmstead, whose side business was managing a gang of booze smugglers. They communicated via secret messages embedded in the scripts of a radio program for children, broadcast from a home in the Mount Baker neighborhood.
I grew up in Mount Baker and heard stories of Prohibition, though I don’t think I ever received any secret messages via KOMO’s kid-show host Captain Puget. But often you’d see a sleek old cruiser on Puget Sound and some boat buff would point out that it was likely built as a rumrunner, designed to zip around the sound’s dark channels.
In the 1980s, consciousness about local foods was blossoming, the state’s wine industry had burst onto the national scene, and local beer makers were making a comeback with microbrews. Washington hops, grains, a beer-friendly climate, and thirsty baby boomers made this a perfect place for what “ales” us.
After Prohibition, ordinary local beers, mostly lagers, had resurged and become part of everyday life. If you list local icons of the last half-century, you’d have to include beers like Olympia and Rainier (“Vitamin R”). They weren’t microbrews; they were what you might call baseline beers, that supported tavern culture.
Olympia’s slogan was “It’s the Water,” but say “Olympia” today and most people think of a political swamp. In the early ’70s, I was nearly impeached as editor of the college newspaper at Evergreen for accepting an Olympia beer ad that read: “Your Playboy arrived. No centerfold. You owe yourself an Oly.” The PC police said it was sexist, but I defended the brewery’s right to exploit young men’s sexual frustration, and won.
Rainier Beer probably made a bigger cultural mark. Its TV ad campaign featuring an elusive herd of wild Rainiers caught on with the public (one is in captivity at the Museum of History & Industry). Rainier also tried producing beers in varieties and shades long before it was cool. In the ’60s, it introduced three kinds: Light-Light, Light and Not-So-Light. Cute, but confusing to beer-addled fans who just wanted a plain old Rainier. The brewery also produced Rainier Ale, which resulted in hellacious hangovers and was nicknamed “Green Death.” Green was the color of the container, and of your face the next morning.
In the beer culture of our home, my father set the tone. We lived a couple of blocks from the old Sicks’ Stadium. Emil Sick owned Rainier brewery and the team named after his beer. Rainiers were on the field — and available for consumption under the grandstand. That’s where my father “watched” most of the baseball games we attended. In Seattle, beer and baseball were literally one and the same, long before Bill the Beerman rocked the Kingdome.
Still, Rainier was my father’s backup beer; his first choice was Tacoma’s Heidelberg. In the ’60s Cold War era, when we kids feared being nuked by the Russians, my mother told us that we would have to use my father’s basement darkroom as a bomb shelter. This was where my dad stored his beer. If we survived an atomic attack, we could have fallen back on selling warm beer to a radioactive public.
In the mid-’60s, the Olympia and Rainier bottle labels had mysterious dots or marks on the back — probably printer’s marks of some kind — but when I was in junior high, these were alleged to be tickets for sex. One dot meant you could go to first base with a girl, and so on up to five dots. What happened at five dots boggled the mind!
Long before we could drink, we hunted bottles to soak labels to see what kind of sex we could have if any girl would have us. Needless to say, no girl I ever met accepted these labels as currency, but it was a good trick for establishing brand loyalty at an early age.
And we held out hope that on the day a girl finally agreed to the scheme, we’d be holding the label from a Rainier “tall boy.”
This story first appeared in the October issue of Seattle Magazine, where the author is a regular columnist.
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Comments:
Posted Tue, Nov 8, 10:35 a.m. Inappropriate
But the ad campaign was short-lived. Busybodies soon complained that the charming family-oriented spot glamorized a beer-drinking culture and encouraged binge drinking amongst youth. The commercial was pulled. I have a 16mm print of it in my collection. It's a wonderful and actually emotionally quite moving ad. But there are idiots everywhere.
Posted Tue, Nov 8, 12:12 p.m. Inappropriate
*Sigh* Olympia and Rainier tasted just like Budweiser and Miller. Their marketing campaigns were more interesting and entertaining than their products...
Posted Tue, Nov 8, 1:19 p.m. Inappropriate
And now they are Miller, essentially. Last I heard they were both brewed by SAB Miller in Irwindale, California.
Posted Tue, Nov 8, 5:08 p.m. Inappropriate
Heidelberg and Lucky were better beers than Rainier or Olympia, but Rainier Ale (although brewed with untergärig lager yeast and therefore not a real ale) was actually quite good for a "factory beer." Mr. Lukoff is correct, it and regular Rainier are now brewed in California by Miller, and Rainier Ale is not only paler and more cidery tasking, it's made with pellet rather than whole hops so overall it's blander as well. According to a brewmaster down there who I queried, that is so it can "travel better". But when they change the formula and change the brewery, what's the point in keeping the name? It's the old mega-brewery attitude that their customers will respond to advertising rather than quality. Sadly, there must be some basis in truth in that attitude, because Bud and Miller are two of the most wretched swills to curse the beer drinkers of the world. And now Washington's four major pre-microbrewery macro-breweries are gone.
Posted Tue, Nov 8, 5:25 p.m. Inappropriate
I harken back to the days while a poor Evergeen student when a tour of the Olympia Brewery meant several post-tour schooners of free beer in the tasting room. The tour guides and bar tenders never seemed to tire of our regular visits.
Posted Tue, Nov 8, 8 p.m. Inappropriate
Rainier Ale was good. And it was cheap. Normally that would be a
winning combination but the brew's popularity with the alcoholic population
gradually undermined its fine objective attributes. First the local
liquor store stopped carrying it; then stores that did carry it (a diminishing
list) started stocking quarts only, a gesture to the serious imbiber.
I think the (relatively) high alcohol content became the product's image
instead of its robust flavor which, combined with its modest
cost should have given it a long life.
Posted Wed, Nov 9, 1:58 a.m. Inappropriate
Oh Mossback, you really pushed my nostalgia button with this piece! I know it's not p.c., but the poster struck me as hilarious in light of today's mores and morals. The rumor I vaguely remember from high school was that if you collected something like 500 3-dot labels, you could turn them in for a free keg. I suspect kieth nailed the problem. And who knew dbreneman would turn out to be a connoisseur. Now you all seem more human to me, not just political wonks. Incidentally, a couple of those Rainier ads are posted on YouTube. (Lest I sound like an inebriate, I think the last time I tasted anything remotely close to a beer, it was an O'Doule's.)
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