Super Lawyers
William C. Altreuter

Wednesday, March 30, 2011

For reasons only known to my brain, this morning the Schaefer beer jingle popped into my head, where it is now firmly lodged. What a beautiful song: "Schaefer is the one beer to have when you're having more than one. Schaefer pleasure doesn't fade, even when your thirst is done. The most rewarding flavor in this man's world, for people who are having fun." It's a song about pounding beers for the sheer joy of it-- it could have been written by The Replacements!

There wasn't a lot of Schaefer around by the time I got to beer drinking, but there was some. As I recall it tasted like aluminum cans, and was best guzzled icy cold. You could buy it at the deli, but I don't think many people did. It was the beer they served at the ball park, or the racetrack, in big wax paper cups. More than one? Oh hell yeah.

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Schaefer also sponsored the Schaefer Music Festival at the Wollman Skating Rink in Central Park. I was working in the City summers back then, and sometimes went to listen, hanging out on the rocks outside. The only show I can specifically recall going to-- damnit-- was Todd Rundgren and Utopia, and when I look at the list of who else they used to get I just want to cry.
I always liked that Jingle, and even though I was way under age when I first heard it, the "more than one" line was not lost on me.
Now that I think about it, I have certainly had my share of Shaefers-- there were all those concerts, and it was what they poured at Shea. I think my favorite line is "Schaefer pleasure doesn't fade even when your thirst is done". You're not drinking it for its pleasurable taste! You're enjoying for the pleasurable sensation, that mild Schaefer buzz!
...and now I'm wishing that someone could buy the rights to the jingle and re-purpose it for some sort of good beer. "Dogfish Head IPA is the one beer to have..."

Needs work.

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