National Bohemian - Marketing

Marketing

The company's mascot, the one-eyed, handlebar-mustachioed Mr. Boh, has been a recognizable icon since his introduction in 1936. In an era when National Boh's main competition was Gunther Beer, whose slogan was "Gunther's got it," schoolchildren would ask: "What happened to Mr. Boh's other eye?" Answer: "Gunther's got it."

According to Dawson Farber, who was promoted to Vice-President of marketing in 1950, he has "no idea why he only has one eye," Farber confesses. "I don't think anybody does.". It is hinted that it could be so because Mr. Boh's head is supposed to be view from the side. The image was debuted in the 30's and through Farber's modern redesign it became a "potent brewery icon".

The mascot's image is licensed for a Maryland Lottery scratch off, by Smyth Jewelers and is the official team mascot of the Baltimore Boh's professional soccer team. Mr. Boh neon sign currently sits atop the former site of the National Brewery building in the Brewer's Hill neighborhood of Baltimore and is clearly visible from I-95 just north of the Fort McHenry Tunnel. Mr. Boh still appears on all cans, bottles, and packaging; and merchandise featuring him can still easily be found in shops in Maryland, including several in Fells Point. The National line also included "National Bohemian Dark" and "National Premium", available in can, bottle and draft versions. Both were discontinued following Heileman's sale to Stroh's in 1996; however, National Premium rights were purchased and the recipe re-bottled and distributed starting in 2012 by a couple located on the Eastern Shore of Maryland. National Bohemian also produces an ice beer called "Boh Ice" having an alcohol content of 5.8%.