BOTTLE, BEER

Description: LONG NECK AMBER BOTTLE, PAPER LABEL: "LETHBRIDGE BEER EXPORT PREMIUM LAGER SICKS' LETHBRIDGE BREWERY LTD., LETHBRIDGE, ALBERTA" NECK LABEL: "HOUSE OF LETHBRIDGE QUALITY PRODUCT" C/W CAP, PAPER WRAPPER, & CONTAINS BEER. LABEL ALSO READS "BREWED FROM CHOICEST CANADIAN MALT AND HOPS", "OVER 8%PROOF SPIRITS", "A SICKS' QUALITY PRODUCT" AND "NET CONTENTS 12 FLUID OZS". CAP READS "LETHBRIDGE BEER". EMBOSSED ON BOTTOM IS "MADE IN CANADA" & MARKINGS

History: LETHBRIDGE BREWERY SEE P19900020001-GA FOR HISTORY. A NEW LABEL WAS ADOPTED FOR LETHBRIDGE BEER AROUND 1957. CHANGING LABEL DESIGNS WAS MEANT TO ATTRACT NEW CUSTOMERS WITH A CLEANER MORE FUNCTIONAL APPEARANCE. QUALITY, CLEANLINESS AND CARE WERE TO BE EXPRESSED IN THE NEW LABLES, SYMBOLIC OF THE CONTENTS OF THE BOTTLE. THE WHITE BACKGROUND OF THIS LABEL REPRESENTS THE PURITY OF THE BEER. HOWEVER, LABELS ALSO HAD TO BEAR A "FAMILY" RESEMBLANCE TO THEIR PREDECESSORS TO APPEAL TO OLD CUSTOMERS. THE CANADIAN ICONOGRAPHY OF THE MAPLE LEAF WAS RETAINED FROM THE OLD LABLE TO THE NEW.