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BROOKLYN, N.Y. — A collection of lithographed tin advertising trays, most of them made for beer and liquor in the pre-Prohibition era, will be offered at SJ Auctioneers on Sunday, September 3. The eight trays, featuring once big and now almost forgotten names such as the Indianapolis Brewing Company and the Adam Scheidt Brewing Company of Norristown, Pennsylvania, are available for bidding via Live Auctioneers.

The earliest American printed trays advertising the merits of booze were made by the Tuscarora Advertising Company of Coshocton, Ohio in the 1890s. The fashion grew quickly. For the large companies there was corporate branding, and for the smaller local brews there were generic images. Many breweries sought to emphasize a company’s authentic German roots, its patriotism or its sense of fun.

A tip tray for the Philip Schneider Brewing Co. of Colorado depicts two drinkers in traditional German costume and is estimated at $250-$500, while another tip tray “With Compliments of RD Kenny” shows a chest-pumping image of the first Stars and Stripes American flag being raised at Valley Forge and has an estimate of $500-$1,000.

The passing of the Eighteenth Amendment in 1919 and the Volstead Act did not necessarily sound the death knell for the breweries and the range of ancillary products that helped sell the products. The so-called “near beers” were promoted in a similar way, alongside sodas and colas.  And by 1933 it was finished.

A tip tray for Centennial beer by Diehl of Defiance, Ohio, estimated at $250-$500, was most likely made right after the end of prohibition. It carries the slogan A New Diehl – a reference to both the brewery going back into production and Roosevelt’s economic programs.
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Phil. Schneider Brewing Co. tip tray, estimated at $250-$500 at SJ Auctioneers.
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Frost Fence tip tray, estimated at $250-$500 at SJ Auctioneers.
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Indianapolis Brewing Co. Lieber’s Gold Medal Beer tip tray, estimated at $300-$500 at SJ Auctioneers.
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Adam Scheidt Brewing Co. Valley Forge Beer tip tray, estimated at $250-$500 at SJ Auctioneers.
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Gallagher & Burton Whiskey tip tray, estimated at $250-$500 at SJ Auctioneers.
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