Wednesday, September 2, 2009


The clue for 18 Across in today’s New York Times crossword — “‘The one beer to have when you’re having more than one’ sloganeer” — brings back the past. The answer (in crossword caps): SCHAEFER.

When the world was young, Schaefer Beer was everywhere. The Schaefer slogan, which formed the opening and closing lines of a compelling jingle, played a part even in my life as a third-grader. Our teacher, Roslyn Vistreich, Mrs. Vistreich, had assigned us the task of bringing in and telling a joke for the class. Mine:

Why did the doctor tell the expecting mother to drink Schaefer?

Because she was having more than one.
That’s funny — in at least a couple of ways. But Mrs. Vistreich was not amused. I was already on her bad side, being a clock-watcher, staircase talker, and whistler. The joke didn’t help. No joke.

Related reading
Schaefer Beer (Wikipedia)

comments: 3

toomuchcountry said...

Fantastic joke - hope you mind my using it. I'm still a Schaefer devotee - when I can find it. Ck some of our Schaefer experiences - - also if you have specific locations where you get Schaefer pls e-mail me at toomuchcountry at gmail dot com. I'm building a USA Google map with Schaefer sellers.

Michael Leddy said...

I think it’s okay to reuse the joke, as long as you’re not in third grade. I haven’t seen Schaefer for years and years, but I remember its very occasional presence in the house when I was a kid.

Michael Leddy said...

If anyone’s wondering, the above URL goes to Schaefer-centric posts from a blog mostly devoted to stock car racing.