Advertising Campaign
Weinhard's created a unique and noteworthy advertising campaign in the late 1970s and 1980s to position its brand. The campaign featured a fictitious brand of beer called "Schludwiller" beer. A series of popular television commercials depicted Schludwiller as a beer brewed by the "California-Eastern Brewing Co." in California. In one of the ads, a "border patrolman" played by actor Dick Curtis asked Earl and Vern (the drivers of the Schludwiller Beer truck) "Well now…where you fellas going with all that beer?" Schludwiller came complete with its own motto in Latin: Quod Nesciunt Sibi Damno Non Erit (roughly: "What they don't know won't hurt them").
The Henry Weinhard's brand, repositioned as a quality microbrew, was able to regain and sustain its popularity. However, its favored status with beer-drinkers was not enough to save the original Portland brewery from eventual closure.
Like many businesses in the United States at the time, the Blitz-Weinhard brewery succumbed to purchase and resale by a number of companies in the late 20th century, including Pabst Brewing Company and Miller Brewing Company.
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