401forbidden

Ghosts of beer industry past fade across The City of Milwaukee. Cream City brick walls used to brandish ads for names like Pabst, Schlitz, Blatz. In mid-century marketing it was a unified theory of good taste, all located in the heart of our town. Miller and Leinie's still hold the fort down. Our taste buds stay the same, but the ad format, like a canvas that's meant to last a lifetime, seems quaint and quiet in our digital media age.

When I allow myself more time for urban archeology expeditions, I'll post more pics...

SCHILTZ "The Beer That Made Milwaukee Famous"

These are snapshots of the former brewing HQ, notice the horse stables used for beer delivery. An era when it absolutely didn't need to get there overnight...



Still, a beer vendor couldn't be without his 4 wheels - and four legs - for long. It's difficult to read without my monocle, but this faded gem a few blocks north states, "HARNESS MAKER Repairs Done On Short Notice."



It's wonderful when local artists and historians take notice. This refreshed addy is on the side Milwaukee's Riverwest Co-Op. Too often we eliminate our history for what's considered 'progressive', simply because it's replacement is considered 'brand new'.



Compare this to the nearly obliterated ghost-sign less than a mile south...



So... do we let this sign fade naturally, blending back into nature, or give it a refresh as a reminder of our common cultural past. In an era of segregation, everyone drank Schlitz regardless of their skin color. In the 21st century, all age groups, genders, and races cling to their favorite brands. Now more than ever, consumer habits seem so personalized, it seems to almost pigeonhole people rather than unify...