The Way to Drink Beer on New Beer’s Day

On this day 90 years ago, legal beer began flowing again in Oshkosh. The blessed event was christened New Beer’s Day.

Prohibition, which began in 1920, had not yet ended. That wouldn’t come until December 1933. But on April 7, 1933, beer that was no stronger than 4% alcohol by weight (or 3.2% ABV) became legal with the implementation of the Beer Revenue Act. In Oshkosh, of course, the arrival of the new beer was welcomed with open throats.

An ad from the Rahr Brewing Company of Oshkosh during the run-up to April 7, 1933.

There was concern, though, that a generation that had come of age without access to legal beer would need guidance in the execution of sustained beer drinking. The worry was mostly unwarranted. Oshkosh had been awash in bootleg beer since the dawn of the dry law. Yet as a journalist in the Daily Northwestern observed, “Many youngsters have grown up since the dry curse came down upon us, and most of them don’t know how to use malt liquor since they have been raised on gin.”

What to do?

What the Daily Northwestern did was enlist the help of a "qualified" expert in the ways of beer drinking.

Henry Louis Mencken being handed a glass of beer.

H. L. Mencken was the ideal guide for the uninitiated. The Baltimore-based journalist was a steadfast celebrant of what he called “the magnificent art” of brewing. When the dry law came to pass, Mencken refused to submit. Instead, he turned to home brewing and went on imbibing his tipple of choice.

Mencken in 1927 with beer for "Breakfast in the Free State!" of Maryland. 

Now the dries were in retreat, and Mencken was there encouraging the public to return to the joys of beer. His message found a receptive audience here. Oshkosh was in a state of high anticipation during the run-up to April 7th. For the first time since 1919, the city’s three breweries were running wide open as they prepared to unleash a tidal wave of beer.

To get the newbies up to speed in time for the event, the Daily Northwestern published Mencken’s rules for successful beer drinking. Here once again, on New Beer’s Day 2023, is Mencken’s guide to beering.

1. Never drink beer, or any other alcoholic drink, while any work is to be done.
It slows down the revolutions of the psyche. That is what it is for. Save it until evening when you want to relax and forget your troubles.

2. Never drink beer without eating something with it.
The naked stomach wall sucks up alcohol too fast, and the slow, creeping, consoling effect is spoiled.

3. Don't try to get it down too fast.
Leave that to college boys whose minds are keyed up to an intolerably high pitch. The most reliable virtuosi recommend a tempo of one liter an hour. Let it be that or less. After a couple of hours take a walk around the block. Then you will be ready again.

It’s just that simple. Happy New Beer’s Day! And if that’s not enough, here’s a deeper dive on April 7, 1933 in Oshkosh.