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As We Like It (ca. 1952)

Beer promotional film. "Sparkling, golden, pure, refreshing, a beverage as old as history."


This movie is part of the collection: Prelinger Archives

Production Company: Handy (Jam) Organization
Sponsor: U.S. Brewers Foundation
Audio/Visual: sound, color
Keywords: need keyword

Creative Commons license: Public Domain

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Reviewer: anthology_of - - August 27, 2009
Subject: Immaculate
Immaculate.... BEER.
Say that twelve times fast.
I don't think I've heard the word "beer" said with such savvy so many times in my life.

Reviewer: Christine Hennig - - September 21, 2003
Subject: Or What We Will
This film is about beer. About how beer has helped to build America and Western civilization in general. About how beer is brewed to exacting standards of sanitation and quality. About how beer has great ability to give the drinker a buuh, sorry, food value. About how heavy taxes are levied on beer, enriching the coffers of pork-barrel poliuh, sorry, building highways and schools to benefit us all. And about how your friendly neighborhood tavern is a clean, well-run establishment where patrons can get blottsorry, enjoy sparkling malt beverages. And how your friendly tavern operator supports charitable activities and always obeys the law. And how your friendly neighborhood bounceruh sorry, there isn't anything in the film about bouncers. And about how all the friendly tavern operators need to watch their steps because there are elements in society who would like to blame sparkling malt beverages for all of society's problems and bring about another Prohibition, which would deprive us of the right to get drunsorry, engage in gracious living. So let's all raise a toast to the brewing industry, without which we wouldn't be able to enjoy all the benefits of sparkling malt beverages, such as alcoholism, drunk driving, belching, and frequent urinauh, sorry for this whole review, folks. I meant to say, "Hey Hosers! This film is about beer! Beauty, eh?"
Ratings: Camp/Humor Value: ****. Weirdness: ***. Historical Interest: ****. Overall Rating: ****.

Reviewer: dynayellow - - September 10, 2003
Subject: As American as watery, yellow beer!
Nice little propaganda piece emphasizing that brewers pay a lot of taxes, are a good citizen in the community, and also, the Founding Fathers tossed back a lot of cold ones.

Were they really worried that Prohibition would come back?

Has the quintessential cheery 50s tone of voice, and great pictures of people enjoying 3.2. Had this been made today, they'd be telling you to watch out for those strong, dark imports!

Reviewer: Steve Nordby - - August 22, 2003
Subject: Gracious Living
Let me sum this film up: Beer and ale are beverages high in food value, oh and did we mention the beer industry pays taxes? But the enjoyment of beer is not limited to family. And the tavern operator cooperates fully with all law enforcement agencies. Beer helped make America great!
So how could I not give that 5 stars.

Reviewer: Spuzz - - August 22, 2003
Subject: Better living through beer!
A very nice looking film all about beer production and tavern proprieting to citizens who appear in their Sunday best at taverns. This is a curious;y gung-ho short which extoils the many freedoms that America has, and one of them, is of course, fine malt beverages. Some GREAT 1950's shots of people serving, drinking, and making beer are shown. A warning though, the film tends to depend more on still pictures rather then film. Other then that, this is reccomended!

Reviewer: Roland Deschain - - August 15, 2003
Subject: Shameless promotion of Beer by the industry...
This opens up with a very quick history of 'malt beverages' as they are referred to, before moving on to a bunch of statistics showing how the industry is big, assists the economy and employs a lot of people. Strange though; if you divide the $350m paid to 100,000 workers, you get $3500 each (and that's assuming everybody is on equal pay). I'm unsure of what year this was made, but it sure doesn't sound like much.

A now interesting old style can of beer is shown, obviously before the invention of the ring-pull.

It fobs off the tax on beer explaining that your money is infact going to help places like schools and the government. An interesting sticker on the side of a truck shows this films age, "Fight Polio - Join the March of Dimes".

It moves on to cover all the great types of places where you can go to drink, and settles on the communnity tavern where 'ordinary' folk can go. After explaining how great these places are, an illustration of what could only be termed as a spook stands at the door, and it is explained that he is one of the types of people who, "tries to magnify every mistake" and use it to ban these refreshing malt beverages, "which add to the enjoyment of gracious living". Nothing more is said of him.

In closing we're told beer is another product that has made America great.

Although there are some good illustrations, it's just not interesting enough to want to see more than once.