18 LOUISVILLE MAGAZINE 12.15
THE
BIT
A BIT OF HISTORY
FROM U OF L
ARCHIVES
AND SPECIAL
COLLECTIONS
At the time this 1955 photo was taken at Schreck's liquor store
on Dixie Highway (Schreck's moved to the Highlands in the mid-
1970s), Oertel Brewing Co.'s marketing department was running
two slogans for the company's Oertels '92 lager, including the one
shown in this mega-display: "Cheer up with Oertels '92. Get more
fun out of life." The other, more suave and sophisticated pitch,
which ran on radio as well as on the local Pee Wee King's Bandstand
TV show, touted the beer as "The full measure of pure pleasure."
The brewery, located on Story Avenue, withstood distribution
pressure from national big boys Budweiser and Miller until 1967. A
brief comeback campaign failed in the 1990s.
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