WEBVTT Kind: captions; Language: en

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Beer, sparkling, golden, pure, refreshing.

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A beverage as old as history.

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The ancient Babylonians were
probably the first to brew beer.

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The Egyptians too brewed a
beverage from fermented barley.

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It was a beer reserved for
the great feasts of the day.

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The Roman conquest of Egypt introduced
the beer to the Western civilization of

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the day, as Caesar and his warriors
drank toasts to their victories.

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The Anglo-Saxon monks are credited with
the development of many brewing formulas.

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The improved brews were well established
as fine beverages, high in food value,

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by the time the pilgrims set out for America.

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Later, taverns and inns became the meeting
places of men who helped make American

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history, as they enjoyed their favorite brews.

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Yes, the fine beer and ale we enjoy today
are beverages with a heritage which is

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unequal, yet they are as modern as today.

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In today's brewery laboratories,
knowledge passed down through the centuries is

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combined with modern chemistry of food to
produce beverages that would have been

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the envy of the kings and emperors of old.

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From the laboratory to the tanks where
the finest of American malted grains are

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fermented, the beer of today is brewed
under spotlessly clean conditions.

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Modern scientific instruments
control the entire brewing process.

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No other food products get more
careful attention in manufacture

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than American beer and ale.

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In addition, the brewing of this fine
beer and ale today is one of America's

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great industries,
contributing much to our economy.

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Some 400 modern breweries in operation
today represent an investment of more than

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$2 billion in buildings and equipment.

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To staff these breweries requires
nearly 100,000 employees, earning $350

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million a year.

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American farms supply most of the
ingredients required for brewing.

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Barley, wheat, corn, rice, hops,
and soybeans, thousands of tons of it.

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To be more specific, every year the
farmers of America sell the breweries more

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than one billion pounds of farm products worth
$250 million.

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From these fine golden grains,
the breweries produce over a billion gallons of

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immaculately pure beer and ale in barrels,
cans, and bottles to suit every

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taste, occasion, and personal preference.

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Beverages high in food value and rich
in tradition, ready to add to gracious

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living the American way.

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About one-fourth of the spent grain
goes back to the farms as cattle feed.

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Because of the high concentration of
protein and fat, the spent grains are of

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special value in increasing milk production.

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In addition,
the excess brewer's yeast is one of the richest

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sources of vitamin B complex.

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Much of it is used in preparation of
vitamin extracts for medicinal purposes.

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These byproducts are, of course, untaxed.

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But the beer and ale itself are
limited to heavy direct federal

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and state excise taxes.

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Taxes which help pay the cost of fine schools,
modern highways for our pleasure

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and communication,
and operation of our government.

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Taxes on beer and ale provide
$850 million a year

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to state and federal governments.

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This is in addition to the property and
income taxes paid by the brewers, beer

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distributors, retailer,
and their respective employees.

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The brewing industry is proud of its
contributions to America in fine malt

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beverages, employment, raw material purchases,
byproducts, and taxes.

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And so are the people who form the link between

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the brewers and the consuming public.

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As the connecting link, the men and women
who distribute, sell, and serve malt

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beverages have a two-way responsibility.

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To the brewers,
they are responsible for the protection of the

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quality of the beer and ale they handle.

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To the American public,
the sellers and servers of beer

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have an even greater responsibility.

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And that's because, to the public,
they are the brewing industry.

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They are good American citizens who
take their responsibility seriously.

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The distributors, for example,
they know the importance of cleanliness.

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They make every effort to
keep their storage buildings

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and delivery trucks spotless.

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Their drivers know the importance
of friendliness, courtesy, and

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observance of traffic regulations.

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Grocers and take-out store operators to
realize the importance of cleanliness,

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observance of the law,
and service to the public.

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They know, for example, that the public
expects them to stock beer and ale in the

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various sizes of bottles and cans available,
as well as in a choice of brands.

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And as good American citizens,
they know and obey the laws and regulations

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pertaining to the sale of beer, as well as all

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other laws governing their business.

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But the enjoyment of beer by
Americans is not limited to

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family and neighborhood gatherings.

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Inns and taverns are part of American history.

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Today's taverns, though much more modern,
strive to live up to the reputation

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established by the famous places of the past.

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Friendliness is still the aim,
whether it be a sophisticated lounge, a small

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place in the industrial section of town,
or the average tavern

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in the average neighborhood.

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The neighborhood tavern is a friendly
meeting place for the community, the

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average citizen's club.

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Its owner, he's just another good American.

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He knows that he and his operation
reflect on the whole brewing industry.

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He wants to keep that reflection a good one.

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And that's why he practices the five tested
principles of good tavern operation.

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First of all, he protects the quality of
the beer and ale he sells by serving it

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at the right temperature,
whether it be in bottles or on draft.

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Second, he knows that he's
serving beverages which are made

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under immaculate conditions.

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He believes they should be served in
clean glasses and in clean surroundings.

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What's more, he knows that a tavern should
be a friendly place where people can

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relax, discuss issues of the day,
and enjoy sparkling malt beverages.

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People who come into his place are his guests.

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You might call that hospitality,
something people expect in a tavern.

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That's especially important when it comes
to serving members of the armed forces,

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whether they be from a nearby post,
just passing through, or

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residents of the community on leave.

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The tavern operator knows
he and the community have a

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responsibility to servicemen and women.

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He works with armed forces officials
in all matters which might involve his

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operation so far as servicemen
and women are concerned.

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And that brings us to the next
principle of good tavern operation,

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observance of the laws.

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A good operator knows that
laws are designed to help

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preserve the rights of everyone.

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He makes every effort to observe
them and cooperates fully with

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all law enforcement agencies.

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Being a good citizen is the fifth
principle of good tavern operation.

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He knows the public expects him and other
businessmen to take an active part in

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all worthy local activities.

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He knows he must also serve on committees
and support activities like the

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community chest, march of dimes,
cancer fund, chamber of commerce,

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and similar organizations.

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Yes, quality of product, cleanliness,
friendliness, observance of the law,

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and good citizenship.

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These are the principles.

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There are some who look for any opportunity
to magnify every mistake and use it

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to seek prohibition of the malt beverages,
which add to the

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enjoyment of gracious living.

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However, more than a million Americans
are a part of this great industry.

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As long as they and the millions more
Americans whom they serve continue to live

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up to the fine heritage of beer and brewing,
we can continue to enjoy gracious

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living with the help of fine beer and ale.

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Gracious living, self-government,
freedom, tied to the way of doing things

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that have made the American
economy what it is today and have

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helped make America great.

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That's the way we, as Americans, like it.

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Thank you.