Three Cheers For Mayflower Day

Anheuser-Busch’s ‘Here’s To Beer’ Campaign Toasts the Pilgrims Who Ventured to the New World, and the Reason They Did So – Beer!


Here’s to BeerST. LOUIS.–Although a little-known holiday, Mayflower Day had a big impact on making beer America’s favorite beverage of moderation.

Sunday, Sept. 16, marks the anniversary of the day the Mayflower departed from England in 1620 in search of the New World. For more than two months, the passengers and crew weathered storms, sickness and starvation without taking to land – until they ran out of beer. Beer was their primary beverage because, at that time, water could have been dangerous.

“Here’s To Beer,” the industry development effort led by Anheuser-Busch, will debut a new print ad in USA Today reminding Americans to celebrate this beer holiday and recognize its role in the development of our nation.

“Beer’s journey from a beverage of sustenance in colonial times to America’s alcohol beverage of choice is an integral part of our history,” said Bob Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. “Whether an early settler or a modern adult, Americans share the same appreciation for beer. While today’s adults can enjoy complex varieties, styles and flavors, beer’s refreshment and drinkability remains tried and true.”

In early times, beer was made out of whatever ingredients adults could find, like pumpkins and molasses. Thirteen years before the pilgrims landed in Massachusetts, a group of settlers established a colony in Jamestown, Virginia. In 1609, the governor wrote a note back to England saying he needed two brewers to come over and establish a brewery in Jamestown. Beer was just that important.

Beer continues to reign supreme today. The latest Gallup Poll shows that of the 64 percent of Americans who consume alcohol, beer continues to be their beverage of choice, with 40 percent choosing it over wine and hard liquor.

Beer enthusiasts and film buffs can catch a glimpse at how beer evolved in our country in “The American Brew.” Earlier this year, “Here’s To Beer” commissioned this documentary‑style film produced by Florentine Films to celebrate brewing and beer’s role in American culture. The film aired Saturday, April 7, on A&E – timed to the 74th anniversary of the repeal of Prohibition. DVDs of the film are available for sale now at retail accounts across the country and herestobeer.com.

In addition to the educational film, “Here’s To Beer” continues to offer tools to help consumers develop a deeper appreciation for beer and help retailers grow their beer business.

The campaign will soon launch “The Beer Connoisseur” Web site – an online beer university in which adults can enroll to learn about beer’s ingredients, brewing process, styles and the fundamentals of food-pairing.