Black Folks and Malt Liquor: 1972 -1982 | Classic Schlitz Ads
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- Опубліковано 27 сер 2024
- A compilation of National TV ads for Schlitz Malt Liquor originaly broadcast between 1972 and 1983 featuring motion picture stars and recording artists. Shared for historical purposes. Special thanks: Duke University Libraries and the original UA-cam posters
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From Malt Liquor: A History
'"For 20 years, brewers directed malt liquor advertising to white, middle class consumers. But the Civil Rights movement of the 1960s alerted many American businesses to the existence of a group that had been largely invisible to them: Black Americans. Prompted partly by social conscience and partly by threatened boycotts, marketers awoke to the wisdom of appealing to this audience - hiring black-owned advertising agencies, running ads in media that black people read, watched and heard, and featuring black people in the ads. It was the right thing to do and it was the smart thing to do.
Among the businessmen given a nudge were brewers. And smarter brewers asked themselves, “Which of our products are black people buying already?” Brewery presidents asked the V.P. Sales, who asked his sales force, who asked distributors, who asked the retailers who spoke with consumers every day. The word came back up the chain that people of color drank proportionally more malt liquor than their white counterparts. Nobody knew why; they just did.
(To be precise, and move forward in time for a moment, while black Americans comprise 12-14% of the population, they consume 30-33% of the malt liquor brewed in the U.S. The statistic is important for two reasons. First, it shows why brewers of malt liquor advertise more heavily to black people: As a group, they buy more malt liquor. The second important fact is that if a third of all malt liquor is consumed by black Americans, two thirds are consumed by people who are not black. Hold on to that thought.)
Tobacco companies manufacturing menthol cigarettes made the same discovery: A larger share of their customers were black. They responded by directing more of their advertising to a black audience. A Praxis Project (Washington, D.C.) survey of Jet and Ebony magazines - black-owned publications targeted to black people - shows that from 1965 to 1975, print ads for menthol cigarettes and malt liquor appeared in these publications and increasingly featured people of color. Advertising on black radio paralleled this trend." -
Read the full article at faithfulreader...
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Three things learned here:
1. Schlitz was the original St. Ides
2. They admit that their product isn't beer
3. Rufus Thomas was to be kept miles away from alcohol at all times
😂😂😂😂😂😂😂😂😂
"Malt liquor" is more a marketing term than anything. Many areas in the US had ABV limits on beer of around 3.5 - 5% alcohol by volume, so to get around that, brewers created a new segment called "malt beer," which fell into the ATF classification of stouts, porters, and mead and was capped at 6% ABV. After malt beer started getting popular, the ATF created a new classification of "malt beverage." Malt beverages had at least 6% ABV or more, but it couldn't be called "beer" any longer, so the brewers began calling it malt liquor.
If I was grown back then, I'd be too afraid to drink it bc a bull might bust up in my house like the Kool Aid man.😂
These nickas sanging, dancing, and jiving in every damn commercial but one!!! Damn that civil rights generation
Was kinda good to see ol Teddy P. Walking before his accident left him in a wheel chair. R.i.p.
His car was fucked with 💔 Jealousy is a true bitch trait 💔 RIP Teddy ✊🏿❤️
This is how they saw us. No matter if a bull is bursting through the walls just keep on singing and dancin
WE WERE "BADDER" THAN THE BULL.
This is how I live my life today bro
Exactly brother
you are right brother
Realizing why they did it makes me feel better. Its almost like they can't fight head up, so they find subtle ways to do it...via the air, the food or media.
Its good to see how hard the US Corporation has tried to eliminate a people and they just won't go away lol. They even renamed them at took away their nationality and their still the most imitated and copied in the World. Go figure.
Being preyed upon and terrorized constantly since 1492. Not one moment since the European settler occupied the lands, have moorish amercians been able to relax and jus breath.
The Four Tops vs Kool and the Gang is CLASSIC!!!!!!!
B Walls except they’re missing one with kool and the gang. They also did a commercial with the spinners back in 1984. It is on UA-cam believe it or not. I also remember them doing several radio commercial spots for Schlitz malt liquor bull. The same with the gap band, The SOS band, also my Bay Area group from California con funk shun.
@@kayandaeddings4803 Oh WoW thanks. So the S.O.S Band had a Schlitz ad also?
B Walls they only did it for the radio ads. Unfortunately not for the television. Also, Lakeside went the other direction by doing a radio ad for Michelob. They was not the only ones. Chilights did a radio ad for Michelob in the 80s as well. Howard Hewitt and Denise Williams did the Miller ads for the radio for welcome to Miller time as a duet. Rick James did a commercial ad for Budweiser and so did the Dazz Band. How do I know you ask? I grew up listening to half of those commercial ads growing up in the 1980s being born in 78.
@@kayandaeddings4803 Thanks for the infomation!!!
B Walls no problem. Just telling you what I remember as a very young kid.
Back in the mid 80's as a young teen me and my friends would get this beer. It would tear your ass UP! Still have scars on my body from the days lol. As I grew up I preferred this over any other brews for the potency and stout taste. But no matter what if you drank to many you would wake up literally feeling like a bull stomped your ass in the ground.
Do they even sell these anymore?
@@southsidesaiyan8641 hell yea but that black and gold can will fuck you up
Lmao
I thought you were gonna say that as you grew up, you quit drinking this shite and spent a bit more money on craft beer.
Same marketing they’re using with this rap industry 🤦🏽♂️
_Dennis2Society yup same shit smh
These new guys aren't even rappers. The most popular nowadays is a stripper. Smh
I was thinking the same thing, they have us singing and rapping about being criminals now all of are seen as thugs no matter what status we have.
Yarah Ban Yasharahla 🎯🎯🎯
True, I remember when the St. Ides commercials were like watching a rap video.
Historically offensive,
I love it!
So many famous artists
I remember all of these commercials and being excited as a child to see the celebrities. I was too young to realize that the advertisements were actually poisonous to our communities. Just like today with the rap artists’ influence on today’s youth and urban neighborhoods.
I think it was the "URBAN NEIGHBORHOODS" that influenced RAPPERS to be GANGSTER,
being that Gangster Rap started in 1988 with NWA,
& CRIME, MURDER, GUN VIOLENCE, DRUG DEALING, PIMPS , HOES, GANG VIOLENCE, BLACK ON BLACK CRIME & DISRESPECTING WOMEN has all been going on literally in the BLACK URBAN NEIGHBORHOODS since the 1950's, 60's, 70's & early 80's before GANGSTER RAP even existed .
I'll say the same thing as I said about Heavy Metal....if a recording artist is a bigger influence on a yoot than the parents, school personnel, church and other community leaders, don't hate the player, hate the game. In every generation, among every race, contemporary recording artists have ALWAYS had the youth's ear.
Both Metal and Hip Hop artists told the P.M.R.C. where to stick their censorship agenda. Look at Snoop-he coaches Pop Warner Youth Football and he smoke so much herb, the ZigZag Man has a tattoo of HIM.
I don’t see anything funny about these commercials. Looks like a minstrel show to me and then the black bull used to symbolize the wild black man. That’s how they saw us back then and still see us today. Smh
Ellison Benson. Tgat is what I got from this also.
Right on pure mockery and fuckery of my people. Smh
Look and learn who and how these Oppressive businesses targeted for this liquid poison. Black Entertainers in a party atmosphere to go along with weed and Women. Demonic coherts masquerading as psychological social misfits by contributing to the destruction of black culture. Confusion and Choices by plantation SLAVES in AMERIKKKA seeking glamour and Devalued Dead Presidents. Look at the harm today still in our respective communities. Sporting events, family reunions, backyard barbecues, and weekend parties.
I'm 42 and I remember the bull crashing through shit commercials. Didn't remember so many so called "Black celebrities?"
I'm sorry but that Rufus Thomas one was a lil funny
This is no different than today's rappers talking about sippin lean and pill popping
Exactly. But they constantly blame the white man. We can't expect others to respect us when we don't respect ourselves.
y'all bugging something fierce
Except this beer is legal
Ice cube promoted St Ives malt liquor as a Jimmy thickener in 1991. Today they use race car ads to inflate thier profits while deflating your wallet. That Jimmy is still the same size at least St Ives got you high. Same shit different day some things never change.
Except it was legal. I had a big problem with it in the 90s.
Kool aide man n that damn bull owe alot of mfs some dry wall work!
😁 that bull probably had plenty of headaches I meant horn aches ramming those walls
😂😂😂
Hilarious
HAHAHAHA, true!
Ducatidaddy 1098 🤣😂🤣
A historical poison and detriment to the black man and woman of America, and hopefully stays as a distant memory. We now pray for a healthy and conscious new generation of commercials.
F. Hasan The alcohol is still there killing people. Ads ain't the problem chief
ponderous tomes Your right still there killing everyone else, but malicious target advertising still played a role, never seen an ad for Newport’s the worst of worst cigarettes, malt liquor with several extra poisons in it on every building in white neighborhoods. Black babies on their way to school would see nothing but those ads plastered everywhere.
@Dr J bible fulla lies dingus
F. Hasan dude learn what you’re talking about malt liquor has more poisons malt liquor is no different from any other basic American adjunct lager it just tends to have a little more adjunct
Slayton Rider High alcohol content and the cost of a bottle being under two bucks was a deadly combination. Plus it had a much higher content of manganese than any other drink. And the lovely lagers they sell at your privileged neighborhood they did not sell at black ones for a reason!
Teddy Pendergrass was the man!!
Best believe it wasn't sold in the suburbs
Because no one in the suburbs wanted it. Not a conspiracy.
@@etmeyutub June Buffalo is my city didn't say it was a conspiracy. Fact is malt liquor beer and other cheap bottom shelf liquor is specifically marketed to a primary demographic.
Exactly, it’s marketed to poor muthafuckas trying to get fucked up fast and cheap.
As an urban living Punk Rocker, I knew I was out of my element if a liquor store didn't sell malt liquor!
It was
I Never realized til I was almost in my 30's that they only sold Malt Liquor in black neighborhoods.
I drink malt liquor and i can buy that shit anywhere.
@@purdboy You a peckerwood?
Malt liquor was sold anywhere people would buy it, White folks wouldn't go near it with a 10 foot pole because they wanted something with much less filling
@john jones That sounds plausible to me.
And still do..
Use to hate when my mom got drunk Schlitz Malt Liquor bull she used to always want to fight and talk loud
deletrica Johnson unfortunately it had the same affect on a lot of people. 🤷🏽♂️
Brought out her true nature
Yes ma'am, my mother drank this before draggin several heifers too!
Reminds Me of My Late Common law Wife , We Had a Ball !!!
@amentenuet See? Wasn't even no common law wives in the Black community before niggas started drinking that Schlitz Malt Liquor. #conspiracy
Wow! Those commercials take me back to my childhood tv viewing days with a big smile.😊 I didn't or ever want to drink a malt liquor but those spots were still fun to watch. Thanks for posting.
King Cobra and Magnum were a go-to when all you had was pocket change.
@nomo9344 Ugh....Magnum.....But yeah- you're 100% right!
I'm 38yrs old I was scared to Death of that Can when I was little 😂
😂 why? Did somebody beat you with 1? Lol. I would've kicked a can right over to you & freaked you out 😂
I was afraid of what was in the can.
@@onlyplayaseattacoswiththei9433 Spirit in a Can ...or Bottle liquor is not our friend ..
🤣🤣🤣🤣
True!👊🏾✊🏾🏹🥁
My uncle used to drink that stuff, boy do I remember the smell!🤒
Mine did too
, It's funny how one old commercial can bring back so many memories and smells!
I think we all had uncles that drank that shit.
J.A. 263737668 my grandmother, and my mother used to drink that crap. It would knock my grandma out. It would make my mother act a fool. May the both of them rest in peace. My uncles choice was Mickey’s. Or old English 800 as rappers like ice cube call at eight ball.
Did it smell like bull piss?
I definitely remember the one with Richard Roundtree and both of the ones with Kool and The Gang. However the one with Teddy has been stuck in my head all of these years. For some strange reason I always say “SAVE TEDDY” every time I hear one of his songs 🤣.
for me, I'll never forget Colt 45.... "the power is unreal, whoa-oh oh oh oh oh;. it's 45, Colt 45".
oh man, here it is, get ready to be like WTH, lol Complete with pyramids and mummies ahhhahahahaha. Egypt/Africa/Black guys, oh man the marketing is hilarious when you're grown and woke ua-cam.com/video/T-iPO83nYFo/v-deo.html
Some say it removes kidney stones, and all the internal organs too.
Surgery in a can or bottle? OMG!!
Hmmm well I guess that's why it had the nickname Schitz. I loved it but some friends wouldn't drink it saying it gave them the Schitz lol
Love these commercials, and im black. My black people are overly sensitive, lmao., because there's nothing wrong with these commercials at all
Funny is funny everyone has something to be made fun of I get bagged on for being Irish and native American "every hour is happy hour!" And I rarely drink! BUT IT IS FUNNY!
@@11secghia Miller Lite had fantastic commercials with a diverse group of celebs and former sports figures. All used humor because happiness sells! Doubt the advertisers thought it through any more than that. You remember poking fun at the umpire sitting next to Boog Powell and needing Boog's glasses to recognize him. Or Rodney Dangerfield, Dick Butkus, Bubba Smith etc. They found ways to poke fun at different people in various ways.
From now on everytime I walk into a bar I'm gonna say " WHATS GOING DOWN BESIDES BEER ?! " 🤣
BULL!!!!
Hahaha nice
YOUR MAMA!
Anybody who has seen the Tommy Davidson Philadelphia special will laugh out loud with these commercials “ we got to have a bull chasing us in our beer commercials.”
"We also had Colt 45-which is a gun. And then we had Magnum...which is a BIG A** gun!" Classic!
@@cebrum1 😆 😂 😆 😝, when I actually saw these commercials I laughed out loud because I didn’t believe this was really how these commercials looked back in the day.
@@robinsl27 😂 These were EXACTLY as how I remembered them! 🤣🤣
Illin' in Philly...
That Bull would have your eyes rollin' in your head and you'd be in jail before 9pm on the weekend.😵 Toe down...bullet!
nashboro 😁😂😂😂😂😊😄😅they don't do this no mo'.
That Bull was Mean
That's what they were counting on.
Sounded fun
Used our own people 🤦🏾♀️
letsshoottheshit same shit they’re doin with this Rap industry
They were weak people son
@@midnightrunner684 1million in todays money is a lot for a lil dance and song..
Your place is going to look like a bull ran through it after you had too many of these. 🤣
Your entire body is gonna feel like a bull ran through it messing with this stuff.
After the body spends all of that energy fighting the paracites and effects of the chemicals, you gotta feel like crap.
You ain't never lied! 🤣🤣🤣
😱Aaaaaahhhhh!!😱
The last commercial features the dude who ran with the guy mad dog who shot jj on good times!😂
Thanks for the memories.👍🏽
Remember jj 8o'clock! 😆
From what I understand from reading the comments, this liquor had more destruction to communities that portrayed in the dancing and singing in 😆😆
Richard Were A perfect example of damage to the body from this stuff was Daryl McDaniels otherwise known as DMC. He sustained liver damage from drinking old English every day
Richard. That's what made it fun
Man malt liquor got me 3 assault charges in the last year and a half 😂
4:58 I love how George, the robot, is like "Ayo wait for me muhfuckuh!"
I remember watching these commercials during Soul Train. Where's the one with ReRun pop locking?
I couldn’t find good quality. But that’s a great ad
Through all the traps set over the decade's, we still here stay strong..Ase' & Shalom👊
These commercials don't make me want malt liquor, they make me want a steak, and Rufus Thomas' outfit makes me think of Pepto Bismol!
These are better than today's commercials. I like seeing the singing stars.
If its good enough for Kool & the gang, its good enough to pollute my liver.
I LOVE THE ARCHIVE MAN!
They should get Clifton Powell to portray Wilson Pickett in a movie
Who?
Funny and not so funny at the same time. Black entertainers had to do what they had to. And Schlitz knew it.
BLACK ENTERTAINERS BACK THEN WERE LIKELY 10 TIMES STRONGER/ WISER/BOLDER! U KNOW WHAT THEY SAY ABOUT ASS-UMPTIONS!!!! THERE WERE LESS AFRICAN- AMER. IN PRISON AND THEY TOOK CARE OF THEIR FAMILIES MUCH MORESO THEN; BEFORE AGENDAS WERE CREATED AND GRADUALLY SOME FELL FOR THEM, WOUND UP IN PRISONS AWAY FROM THEIR BOYS AND GIRLS , WIVES, PARENTS AND YEP, CARNAGE TOOK.PLACE! "YOU BETTER "THINK"!
Sky Blylevin, these Black entertainers did what they chose to do.
Beneaththe Crust Yeah. They chose to pay their bills.
Jesus, people are so uptight. What's not funny about it?
Yeah, cause white people never did stupid commercials, lol.
Hollywood still uses the same ole' "eye bulging n' running" tactics for brothers.Sad.
Rufus Thomas with the pink shorts, boots, cape, entire outfit. I just cannot!!
Drank one and you will turn into him!😂
@@travistucker4067, Never tried the stuff, but you're probably right. lol
@@greenbyrd3665 I ain't lying!
That was his outfit on WattsStax!!!!, lol
@@MD-DLive, You know, you're right! Epic event and a wonderful part of our musical/cultural heritage.
0:09 Man I'll turn this place into a car wash! My brother and I used to go around saying that all the time! 😂. That Bull was some nasty tasting stuff!
Hell yeah!!!🤣🤣🤣
Right on! I've never heard of Rufus Thomas, but I'm gonna be checking out his whole catalog!
The Bullside😂😂😂😅was the best one
So creative and so much black pride in these commercials.
Yep they sang it right..."Lyin for the bull 🤣" They even had the nerve to put the Schlitz in a champagne flute 🤦🏾♂️
rufus had me in tears lol
Family.....No matter what video they choose to upload and pop up in your feed, Protect your energy and aura and don't take it so personal even tho its the hardest thing to do.
Our Emotions are under attack and i feel like certain videos are shown to cause specific reactions at specific times in a Day or Year. If you can control a persons emotions, you control them.
We need to observe and take notes. We can't attach a feeling to the experiences because then we'll judge the moment and then have an emotion whenever that moment is re observed.
The intention is to share information build discussion. If you know better, you do better.
Well if thats the case we have just as many so called positive experiences to look to. Do your research its 2021 no one has an excuse. Those people did what they had to do with what was given, we have so much more so the excuses are null and void...
Talk about mixed feelings!
Nostalgia, embarrassed, proud, love, joy and rage.
IIWIS
2:10 GAWD DAYUM Teddy Pendergrass is SMOOTH!
Listen, guys and gals, it's just commercials about beer. Fun and clean.
Mixed emotions on seeing these commercials, considering the psyop our folks have been under for so long however, Rufus is by far THEE FUNNIEST commercial
It’s a personal choice to drink, how can it be psyops? Nobody forcing you to buy alcohol. My dad, a black man, is 62 never drank
@@Nino_J more goes into psychological warfare than one premise. 4:30
@@datstankadank That being... Robots? I'm so confused.
This hurts my heart.
You may be having a heart attack. .Hurry drink a shlitz malt liqueur and call an ambulance
In the streets, WE called it "Bully Whup" because it would literally whip your ass if you over indulged! One of the strongest beer on the market at that time, other than Old English 800("Old Gold" @ $.99 for 32oz.),with the "added extra amount of liquor/alcohol and at a cheap price, but "The Bull" was suppose to be a more "high-class beer." Then THEY came out with the "Master Cylinder" 24oz. of high alcohol liquor content(@ $.99 cents a can). Let's not forget about "The 40 Dog." 40oz. of liquor courage(@ $2.00 a bottle).
Now add this high alcohol/liquor/alcohol with a few "joints" and you would be high for a good minute if you don't pass out. By the early 90's the alcohol content got much higher with newer brand beers like St. Ides, Ice House, Crazy Horse, etc. Poison to our Souls. SMH.
I'm impressed with you ability to recount the details with such precision. Let's not leave out King Cobra and Magnum. Good Lord, what were we thinking???
Poison pushed on us by our own in commercials. In the movies had us coining the word fo-TY, so we would drink those massive forty ouncers. They made it cheap, so we would drink, drink, drink.
No wonder black peoples drink it. Highly recommended drink from famous people back in that era.
Kool and The Gang kept on stealing the show in their commercials. JT didn't have that haircut long at 3:10.
So many legends in 5:06. These are all the Aunts and Uncles I grew up with in the West Dallas Projects. Oak Cliff stand up. ☺
This was worth it just to see Skyy in a commercial...
Over a month ago I watched almost of the ads on here, now y'all compiled them into one setting.
From Kool & The Gang to Richard Roundtree the commercials serve a historic significance despite racist indications
I was arrested after a night of Schlitz malt liquor pounders. Good times
This is when back in time when food was good
Liquor was good
Beer was good
And women was good
And everything was cheap
the promise man 😂
Exactly lol
@@DanielJones-sx8qz 😁😁
@@taraMimi717 😁😆
I feel like I'm watching Spike Lee's "Bamboozled" extended cut !
We, us "black" people, didn't realize it too much later, that we were being set up for our downfall.
Got to thank the Dem party for that
@@midnightrunner684 has nothing to with this commercial
This is so awesome lol
2:18 dude in the background got moves
thanks for posting this! let's not forget the many ways we've been degraded and poisoned over the years :(
I honestly don't remember seeing ANY of these commercials back then. But I do remember the O'Jays having a commercial about Night Train wine. " So nice on ice".
2:58 That's gotta be the best "The fuck is that?!" face I've ever seen
I always liked Malt liquor beer 🍺♥️
Rufus Thomas made me fall out
Me too! lol
i bet nobody on the planet ever drank schlitz out of the glasses they use in these ads
Colt 45 beer was my favorite especially with Billy D Williams commercials ❤️ Now I hate the taste of beer.
🍺🍺🍺 bring it back 🍺🍺🍺
I remember those bull commercials . Too bad my Dad drank Colt 45 back in the day 😮
Well then .your daddy never got to see the Bull coming through the wall
Danny Brown brought me here, these commercials are hella outta pocket 😭
My grandmother's favorite! #memories
Every neighborhood that I ever lived in growing up had multiple people that sold 40s of Malt Liquor out of their crib.
as a white guy, one must go back to the teachings of Doctor Frances Cress Welsing to truly appreciate these commercials. It goes back to the days of bull-fighting ! The big black bull and the running of the big bulls goes back to when the black moors conquered Spain and Europe... and the bullfighting with the tiny white man matador is when Spain and the Europeans fought back against the Moors and pushed them out of Europe... its an artful telling of the battle between white supremacy & black supremacy
NOT......
I must say Kool & the Gang put the dance moves in their segment but Wilson Pickett & Rufus Thomas had the soul in theirs. Those were great commercials for their time!!!
I hope nobody is on their high horse about these commercials. The "2000-2020" montage is being made as we fucking speak.
Boy that Bull had some power didn't it.Mighty Taurus.
Tom Wright! LOL! from Englewood, NJ with "The Four Tops" and "Kool and The Gang". WIlson Pickett, Englewood, NJ resident.
Now I know why my Pops always drank that...
Poppa was a rollin stone .where ever he laid his hat was his home
My favorite beer in the early and mid 80s in my late teens and 20 something and bring back Pink Champale........lmao
I remember Tommy Davidson had a hilarious piece in his comedy special about malt liquor commercials! >_
Taste is such a comically clear euphemism for alcohol in these ads.
Hey Mommy, can I have some Schlitz Malt Liquor?!😂😂😂
They had the whole evening planned out for black folks. Different crews and people smiling and styling all the way up until the liquor hits them and they're on that Bull. That's when folks better get running
The guy dancing in the pink. Reminded me of a boondocks or black dynamite character 🤦♀️
Rufus Thomas gotta be a Cedric the Entertainers buck dancing father, because they look just alike.
Loved there commercials as a youth. Definitely better days. Block parties, basement parties cool culture!!!
Dude got a beer dance
I remember every last one of these commercials..
I'll stick with Anaconda Malt Liquor, makes you go WOOOOOOOOOOO!🤣
they didn't sell this mess in the white neighborhood
They did in my white neighborhood in Pinellas park Florida .I used to buy it by the quart. . $0.65 a quart
Great Upload! 👍
Bring back good memories