Independent Brewing Co. header - image

 History of the Independent Brewing Company
of Seattle (1902-1915)

and its successor

 
Old German Lager Brewing Company
of San Francisco (1915-1924)

 



In 1902, Samuel S. Loeb and other business associates who had been with him in his Tacoma brewery, laid plans to open a brewery in Seattle.  As detailed in his biography, the American born, Loeb, came to Seattle in 1902, three years after the closure of his Milwaukee Brewery - a branch brewery of the Pacific Brewing & Malting Co.

Brewery construction was well underway when disaster struck. On 18 September, 1902, the trade publication, Pacific Wine & Spirit Review reported:

"The nearly completed new brewery at South Seattle owned by Ben Moses (sic) and other capitalists of Tacoma, burned to the ground recently. It looks as though rebuilding of the same would not be attempted."

In spite of this major setback the investors regrouped and rebuilt the plant. On 22 October, 1904, Pacific Wine & Spirit Review printed this short announcement:

"The Independent Brewing Company of Seattle has been incorporated. Capital stock $150,000. Incorporators are Samuel S. Loeb, Herman Klaber, and Ben Moyses."

Samuel Loeb served as president, and his brother-in-law, Albert Weinberg, was vice-president, with Benjamin Moyses serving as sec./treas. Their millionaire partner, Herman Klaper - "the Hop King" - left the company prematurely when he went down with the Titanic on her ill-fated, maiden voyage.

The brewery was located at 4202 8th Ave. So., what is now Airport Way, and south of Seattle Brewing & Malting's Sweeney plant in Georgetown.
 

Independent Special Brew beer label - image

The brewery's first product was a Pilsner style lager beer, as can be seen by the label above. This same label was also used by the Grace Bros. Brewing Co. of Santa Rosa. I've yet to establish who was copying who.

In January 1906, Edward Sweeney’s holdings in Seattle Brewing & Malting was purchased by the Hemrich brothers, Andrew, Alvin, and Louis. They followed this with the acquisition of controlling interest in the nearby Independent Brewing Co., as well as the Claussen Brewing Assn. While Alvin Hemrich assumed the presidency of the firm, Samuel Loeb continued running his brewery as vice-president and general manager.
 


ad from 1906


The beer tray (below) was a stock tray, that had a center area free for a brewery's text and/or logo. This would have been more economical than commissioning a tray with original artwork designed specifically for their brewery.

The tray depicted further below, showing a bottle of beer with the "brown label" is also a stock tray. All that was required by the tray manufacturer was to change the label graphics. They also used a stock tray, "Bertha" which was copyright in 1908. The Bellingham Bay Brewery also used this tray prior to 1910. An example of "Bertha" is shown on that history site. So, only four different trays are currently known that were issued by the Independent Brewery - including "A Helping Hand," shown further below.
 

Independent Brewing Co. beer tray - image
stock beer tray, no. 69


The brewery flourished in spite of the major competition of Seattle Brewing & Malting's "Rainier Beer." Their flagship beer was now "Old German Lager" with the slogan: "Prosit! Es Giebt Kein Kopeweh," which means - "Good Health! It won't give you a headache." This was no doubt inspired by Pacific Brewing & Malting's use of the "anti-katzenjammer" beer tray depicting two cats, one of which has a headache and the other - who drank Pacific Beer - without a headache.

 


Old German Lager match-safe
 

1st Old German Lager etched beer glass
1st Seattle glass

Old German Lager silver tumbler
glass bottom, silver plate tumbler

Etched glass bottom, Old German Lager silver tumbler
etched glass, tumbler bottom

2nd Old German Lager etched beer glass
2nd Seattle glass

Old German Lager etched beer glass - SF agent
California agent


Portland agent

Headaches or not, "Old German Lager" was well received in Seattle and the surrounding areas, and even found favor with the beer drinkers of San Francisco. By 1912 "Old German Lager" was being bottled and distributed by the Chas. F. Wagner Co. in the Bay City, and in Portland by Rose City Importing Company. It's curious that the Portland glass (above) doesn't mention the Independent Brewing Co.

Independent's Old German Lager cap lifter
cap lifter with square hole to open Prest-o-Lite valve

The bottle label, shown on the tray below, became a registered trademark in April, May and June of 1912 - in Oregon, California, and Washington, respectively. However, the label was also used as early as 1908.
 


22 ounce bottle

Independent Brg. Co. Old German Lager beer tray - image

The earlier label below is similar to the design on the etched glasses (above). Both of these labels measure 4¾" tall by 7½" wide and wrapped three-quarters around a 22 ounce bottle.

It appears that the 1908 label was superceded in 1912 by the label below (right) with different graphics, but identical verbiage. That label also suggests that bottles greater than 22 ounces may have been used. During this period approximately 70% of the output of breweries was given over to draft beer, which was dispensed in taverns. The remaining 30% was bottled for home consumption.

 

Old German Lager beer label c.1908 - image
Old German Lager label, c.1908

Old German Lager label c.1912 -  image
Old German Lager label, c.1912

last Independent Brg. Co. beer tray c.1914 - image
last beer tray, c.1914

The San Francisco contract with Wagner remained in effect until January 1, 1916, when Loeb's Independent Brewery was closed by state-wide prohibition. Other Washington State brewing companies chose to move their operations to San Francisco rather than stay in business making soft drinks or near-beer. Independent's parent company, Seattle Brewing & Malting, as well as Tacoma's Pacific Brewing & Malting, chose to make the move to California believing that national prohibition would not be adopted. Loeb made the same choice, but rather than raise funds for the construction of a new brewery, he chose to contract for his beer and bottle it himself.

Just days before Wash. State prohibition took effect, Loeb ran the this ad in the Seattle Daily Times, showing his new plant¹ and giving instructions on how to continue getting his beer.

Announcement for new SF plant Dec. 1915


The Old German Lager Brewing Company 
(1916-1918)

Apparently Wagner felt the loss of the Old German Lager account, so he came out with his own brand. Loeb couldn't copyright the words "Old," "German," or "Lager," but he did have rights to the graphics and general appearance of the label. Consequently, he used the marketing slogan: "Demand the Brown Label."

Old german Lager cap lifter c.1916 - image
2½" long, cap lifter, c.1916

Despite Loeb's effort to protect his brand, Wagner contracted for beer from the Humbolt Brewing Co. of Eureka, which he bottled and marketed as "Wagner's Old German Lager Type Beer." He even used a similar, brown-hued  label. The Fresno Brewing Co. also used the same tactic with its look-alike, mono-chromatic, beige label for their "Old German Style Lager."

The interjection of the word "type" or "style" appears to have been mandated by the patent office (which regulated the trade marks then) since earlier beer labels didn't use this terminology. This may have been to prevent confusion over imported German lager beers.

 

The Old Lager Brewing Company 
 (1918-1924)

Old Lager Brewing Co. letterhead c.1920 - image

With the anti-German sentiment rising - due to the war in Europe - Loeb wisely chose to remove the word "German" from his company name and brand name. Consequently, the revised name for his enterprise became the Old Lager Brewing Company, home of "Old Original Lager." The appearance of the label remained unchanged but for the revised wording.

Old Original Lager cap lifter c.1918 - image
2½" long, cap lifter, c.1918

When national Prohibition took effect in January of 1920, many brewers attempted to keep their plants running by producing soft drinks and/or non-alcoholic cereal beverages called near-beer. In San Francisco, the Acme, Milwaukee, Rainier, and John Wieland breweries chose to keep their plants running with both product lines.

Samuel chose to stay in business by selling only near-beer, now with the aid of his son, Sidney. However demand wasn't great, and the firm struggled. By 1924 the Old Original Lager Brewing Co. had closed, and Samuel Loeb retired to Los Angeles.

 

 

FOOTNOTE:

   ¹ The new plant depicted in the Dec. 1915 ad, and on the letterhead, was pure marketing hype. He contracted with the Rainier Brewing Company of SF for his beer.

 




INDEPENDENT BREWING CO. BREWERIANA - For Sale

Old German Lager glass bottom tumbler

Old German Lager tumbler. Go to: GLASSES

 


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 and can not be used without permission from BreweryGems.
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ACKNOWLEDGEMENTS

  • Thanks to Bob Kay, labelologist, for two of Independent Brewery labels - as seen in his publication, US Beer Labels, Vol. 1 - The Western States. For this, or other volumes, go to - BobKayBeerLabels.com
     
  • To John Cartwright for images of the two cap lifters, and the match-safe.
     
  • To Jeff Henry for the 1912 "Old German Lager" label.
     
  • And to Matthew Martin for the 1908 Labeled bottle.

 

For any comments, additions, or corrections - or for brewery collectibles you wish to sell -
please contact me:

 
Gary@BreweryGems.com



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