West Bend, WI – In 1940, postcards were sent to neighbors around West Bend announcing, “On Wednesday, December 11,1940, The Famous Lithia Xmas Brew will be ready for distribution. Best ever — try it — you will like it.”
Different labels were designed for the seasonal beer. One paper label featured a green wreath with holly berries and a red bow. Inside the wreath was the familiar Lithia logo, underlined by the words “Christmas Beer” in thick German script.
Other designs featured the words “Holiday Brew” above a profile of Santa, who was bordered by pine branches.
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There was the red label special dark Christmas beer and the well-known XMas label with six bearded elves each working to stoke the fire under the vat of beer, or pour hops, stir the mix, tap a pint and test the product.
Berres Liquor Mart, Triangle Beverage Mart, The Oasis bar (by Gehl Company); Pat’s Tavern (owned by Pat Pault), Kuhn’s Liquor, Palashes Liquor and Janz Liquormart in Barton were just some of the local distributors.
