When beer was a drink for children

Patriactionary

(Translated from the El País Spanish newspaper article here, using Google Translate and Microsoft Translator.)

by Jaime Rubio Hancock – October 13, 2014

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The above advertisement for Damm beers in the late ’60s, promoting a contest to win a trip to Cape Kennedy, is illustrated with a family getting ready to sit down to a meal, and making use of four glasses of beer. Yes, four: the children also have theirs.

That is not the only example of advertising featuring children with glasses and beer bottles: for example, the following ad for Cruzcampo, from 1961, according to the company which owns the brand, Heineken Spain. It depicts four children sharing a litre with joy and good humour, “Because Mom always brings home Cruzcampo.”

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Why always Cruzcampo? Because it “helps give a rosy complexion.” And it is for everyone. FOR ALL.

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Today, these images from half a century ago…

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