A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from December 21, 2004
“Schaefer Is the One Beer to Have When You’re Having More Than One” (Schaefer Beer)
"Schaefer is the one beer to have when you're having more than one" is one of New York's most famous jingles. Schaefer closed its doors in the 1970s, ending the great history of Brooklyn's breweries.

1 July 1966, New York Times, pg. 45:
A new television commercial for Schaefer beer may make you think twice when you're having more than one.

3 January 1969, New York Times, pg. 44:
The Schaefer beer boys, pleased as punch with the result of their 1968 talent hunt, are going to give it a go again this year. What they'll be looking for once more will be musical groups or soloists to belt out an old favorite, "Schaefer Is the One Beer to Have When You're Having More Than One," in all of their radio advertising in their 14-state marketing area.
(...)
Then, by spring, B.B.D. & O. will have the winners, and their specially arranged renditions of the Schaefer jingle will flood the airwaves.

The jingle was created at the agency toward the end of 1961, and even competitive brewers agree that the "when you're having more than one" theme is an inspired selling line..

(Trademark)
Word Mark SCHAEFER ESTABLISHED 1842 AMERICA'S OLDEST LAGER BEER
Goods and Services IC 032. US 048. G & S: BEER. FIRST USE: 19580114. FIRST USE IN COMMERCE: 19580114
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design Search Code 05.07.25 - Corn, kernel; Grass seed; Popcorn, unpopped
20.03.10 - Alcohol bottle labels; Bottles, labels for alcohol bottles; Labels, alcohol bottles
26.01.02 - Circles, plain single line; Plain single line circles
26.01.15 - Circles, three or more; Three or more circles
26.01.21 - Circles that are totally or partially shaded.
26.03.13 - Ovals, two or more (not concentric); Two or more ovals
26.03.21 - Ovals that are completely or partially shaded
26.03.28 - Miscellaneous designs with overall oval shape, including amoeba-like shapes and irregular ovals; Oval shape (miscellaneous overall shape)
Serial Number 72047786
Filing Date March 14, 1958
Current Filing Basis 1A
Original Filing Basis 1A
Registration Number 0701096
Registration Date July 12, 1960
Owner (REGISTRANT) F. & M. SCHAEFER BREWING CO., THE CORPORATION NEW YORK 430 KENT AVE. BROOKLYN NEW YORK
(LAST LISTED OWNER) PABST BREWING COMPANY CORPORATION BY ASSIGNMENT DELAWARE P.O. BOX 1661 SAN ANTONIO TEXAS 78296
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record WILLIAM B NASH
Disclaimer For purposes of the application, and without waiver of any of its common law rights, applicant makes no claim to the terms "America's Oldest Lager Beer" and "Established 1842" apart from the complete mark shown.
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20010124.
Renewal 1ST RENEWAL 20010124
Live/Dead Indicator LIVE

Posted by Barry Popik
Work/Businesses • (3) Comments • Tuesday, December 21, 2004 • Permalink


GUY’S......... I WAS IN A SPOT WITH WILLEY MAYES YEARS AGO ... IS IT POSSIBLE TO PULL UP A COPY?

Posted by tom grunke  on  01/21  at  12:12 PM

The NAB promo album, “Radio Plays The Plaza” (1968), starts off with a Schaefer commercial sung by one of the entrants in their talent hunt: Ann Duquesnay (who would eventually win a Tony for “Bring In Da Noise, Bring In Da Funk”!)

Now THAT’S trivia!!

Posted by Jerry Withers  on  09/26  at  10:23 PM

I did that jingle on a talent search either 1968 or 69. Is it available anywhere.
Just an old man with a memory.  Thanks

Posted by Dick Rich  on  10/30  at  04:47 PM

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