|
JacksonvilleStory.com Local & Family History in Jacksonville, Florida
|
|
|
|
JAX BEER (FROM JACKSONVILLE)
(Source of image: Booklet of Jax Beer advertisements, untitled, undated, from about 1940; Source of image below: Florida State Archives)
"Here's an Old-Timer You'll Always Remember," proclaimed the ad above in
about 1940. "Try Jax Beer," trumpeted the billboard below, perched above
a Lane Drugstore in 1939.
YESTERYEAR'S FLAVORS ~ About sixty years ago, the proud makers of Jax Beer covered all bases when describing their beverage: It tasted "tangy" and "zestful," but also "smooth" and "mellow." For good measure, they added "fine," "full bodied," and "refreshing." No doubt the popular brand did prove many things to many drinkers. Jacksonville imbibers enjoyed the locally-made Jax Beer from 1913 to 1956.
The Jax Brewing Company was founded after a St. Louis brewmaster named
Ostner moved to Jacksonville in 1912. At the time, about 1,400 breweries
throughout the nation produced mostly local beer.
From 1920 to 1933, however, both local and national brewers were knocked
out by Prohibition, which banned the manufacture, sale, and import of
intoxicating liquor in the US. Jax Beer revived after Prohibition's
demise, but it finally went down for the count after World War II.
National brands forced local favorites over a barrel.
JAX, JACKSON, ETC. -- In 1956, Jax Brewing Company sold the Jax Beer copyright to a long-time New Orleans enterprise, Jackson Brewing Company. This business took its name from the Crescent City's Jackson Square, which in turn was named for Andrew Jacksonville, just like Jacksonville. Similarly, Jackson Brewing Company had also made a beer called Jax. During the mid 1970s, this name changed hands again when the Louisiana venture closed. Pearl Brewing Company in San Antonio acquired the rights to the Jax Beer formula & label. The Texas enterprise has continued to produce this well-liked southern beverage.
In New Orleans, the old brewing & bottling house for Jax Beer has been converted into a center for shops & restaurants, with a museum on the third floor. The collection covers the history of Jackson Brewing Company and offers a view of the Mississippi River. Although Jacksonville offers no tribute to Jax Beer, the hometown hops has long been a nostalgic memory for some residents.
-- Suggestions? Comments? Broken links? Need research assistance?
FOR VISITING THE JACKSONVILLE STORY, YOUR TIME MACHINE TO THE PAST |
|
|
GOING, GOING, GONE: 
