EXHIBITS
Utah Brews: The Untapped Story of Ogden’s Becker Brewing and Malting Company: Advertising
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Advertising
One of the most interesting aspects of USU’s Becker Brewing and Malting Company records collection is the large amount of original advertising material. In the days before television and highway billboards, companies relied on print media as their main platform for publicity. The Beckers paid many local western newspapers to run ads developed and illustrated by both local and eastern publication companies. In addition to newspaper ads, the Beckers also put their name on calendars, bottle openers, matchboxes, lighters, train cars, buildings, and billboards as a way to spread their brand.
Advertisement for Becker’s Best, c. 1915
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 031)
Becker’s Uinta Club Beer Rocky Mountain Conference Football Schedule, 1935 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addnedum Series 03, Box 005, Item 001)
Becker Products Company bottle opener, c. 1940 [Click image to enlarge; click it again to browse all images.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records, CAINEMSS31 Artifacts Box 001, Item 003)
Bottle label for Becker’s Bock Beer, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 002)
Advertisement for Becker’s Becco, 1922 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 046)
Spirit of the Old West poster, c. 1933 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Gustav Lorenz Becker Photograph Collection, P0361 Box 009, Item 001)
It is interesting to note changes and trends in the content of advertisements over several decades. In the early years of Becker’s beer production, for example, there was little regulation on what could be said in advertisement, so the company promoted their product as a nourishing beverage with health benefits for the entire family, including children. Like many other western breweries, Becker’s also tried to associate its beer with classic images of the West, such as cowboys, Native Americans, and fur trappers. Similarly, it was marketed as a beverage to be enjoyed outdoors, with many ads focusing on camping, hunting, and fishing. Patriotic undertones dominated wartime advertising. During World War II, when the company rebranded “Becker’s Best” as “Becker’s American Pilsener,” many ads encouraged customers to purchase war bonds.
Through the brewery’s advertising campaigns, and the family’s frequent appearance in local paper, “Becker” became a household name in Utah. Ogden natives still remember singing along to the Becker jingle on the radio and hearing news of Gus Becker’s latest shooting spectacle. Today, a group of dedicated collectors snatches up anything with the Becker name, from old signs, labels, and ads to bottles, openers, and other collectable antiques. Below are some of the ads used to promote the Becker’s products across the decades.
Becker Ads: 1910s
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 016)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 035)
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 007)
Advertisement for Becker’s Best, c. 1910
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 017)
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 008)
Advertisement for Becker’s Best, 1911 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 004)
Advertisement for Becker’s Best, 1906 [Click image to enlarge; click it again to browse all pages.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 006)
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 015)
Advertisement for Becker’s Best, c. 1912 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 019)
Advertisement for Becker’s Best, 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 022)
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 021)
Advertisement for Becker’s Best, 1916 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 025)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 036)
Advertisement for Becker’s Best, 1916 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 026)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 029)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 033)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 034)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 030)
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 072)
“It’s Here! Becker’s Beer” advertisement, 1917 [Click image to enlarge; click it again to browse all pages.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 005)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 032)
Advertisement for Becker’s Best, c. 1910 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 018)
Advertisement for Becker’s Best, 1916 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 024)
Advertisement for Becker’s Best, c. 1915 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 023)
Advertisement for Becker’s Best, 1916 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 027)
Advertisement for Becker’s Best, 1916 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 028)
Advertisement for Becker’s Best, 1913 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 037)
Becker Ads: 1920s and 1930s
Advertisement for Becker’s Becco, 1922 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 044)
Advertisement for Becker’s Becco, 1926
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 038)
Advertisement for Becker’s Becco, 1923 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 039)
Advertisement for Becker’s Becco, 1926 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 040)
Advertisement for Becker’s Soda Water, 1929 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 071)
Advertisement for Becker’s Becco, c. 1920 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 041)
Advertisement for Becker’s Becco, 1922 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 046)
Becker’s Uinta Club Beer Rocky Mountain Conference Football Schedule, 1935 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addnedum Series 03, Box 005, Item 001)
Advertisement for Becker’s Becco, 1922 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 042)
Advertisement for Becker’s Becco, 1922 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 043)
Advertisement for Becker’s Becco, 1922 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 045)
Advertisement for Becker’s Uinta Club, 1938 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 048)
Becker Ads: 1940s
Advertisement for Becker’s American Pilsener Beer, c. 1940 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 051)
Advertisement for Becker’s Uinta Club, 1941 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 050)
Advertisement for Becker’s American Pilsener Beer, 1946 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendem Series 03, Box 003, Folder 01, Item 052)
Advertisement for Becker’s American Pilsener Beer, 1947 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 049)
Advertisement for Becker’s American Pilsener Beer, 1947 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 053)
Advertisement for Becker’s American Pilsener Beer, 1946 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 054)
Advertisement for Becker’s American Pilsener Beer, 1945 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 059)
Advertisement for Becker’s American Pilsener Beer, 1944 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum,CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 056)
Advertisement for Becker’s American Pilsener Beer, 1945 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 057)
Advertisement for Becker’s American Pilsener Beer, 1945 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 058)
Advertisement for Becker’s American Pilsener Beer, 1944 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 060)
Advertisement for Becker’s American Pilsener Beer, 1944 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 061)
Advertisement for Becker’s American Pilsener Beer, 1947 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 062)
Advertisement for Becker’s American Pilsener Beer, 1943 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 068)
Advertisement for Becker’s American Pilsener Beer, 1944 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 064)
Advertisement for Becker’s American Pilsener Beer, 1944 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 065)
Advertisement for Becker’s American Pilsener Beer, 1947 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 066)
Advertisement for Becker’s American Pilsener Beer, 1944 [Click image to enlarge.]
(Utah State University, Merrill-Cazier Library, Special Collections & Archives, Becker Brewing and Malting Company Records Addendum, CAINEMSS31 Addendum Series 03, Box 003, Folder 01, Item 070)
