24 June 2018

Root Beer for a Sober Fête de la St-Jean Baptiste

The visage of Louis-Joseph-Paul-Napoléon Bruchési, Italian-Canadian Archbishop of Montreal, dominates the first page of this 1898 Souvenir de la fête de la St-Jean Baptiste, but the most prominent spot belongs to the English firm of Newball & Mason, which placed this ad at the very top of the front cover:

I'd long been aware that root beer was once promoted by teetotals – Hires sold it as the "temperance drink for temperance people" – but had never seen the beverage described as the "Biere de Temperance."

Don't like root beer? Newball & Mason had other drinks to lure one away from that ol' demon alcohol: botanic beer, hop ale, ginger beer, ginger ale, horehound beer, and Devonshire Cider were just six.

Looking through the many ads in the Souvenir, I see no other teetotals.

Newball & Mason's address – 943 St-Laurent – was razed in the 'seventies to make way from the Ville-Marie Expressway. I'm betting the Nottingham, Angleterre firm had long since vacated the building.

Bonne fête!

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