written by Keith Kerschner #11507 and Steven Armstrong #26414

Brewery Location – 66 South 1st Ave, Pocatello, Idaho

American Brewing Company aka Hayes, Franklin and Fleigner (1902-1904)
Franklin and Hayes Brewery Co. (Franklin-Hayes) (1904-1913)

Products:

American Pilsener 1904 – 1913
Carnation “Bud” Beer 1904 – 1913
Raspberry Soda 1904 – 1913

A special thanks goes out to Steven Armstrong BCCA #26414. His in depth study of the East Pocatello breweries contributed extensively to this history. Information is derived from his articles included in the Suds and Spuds newsletter articles throughout the years.

The brewing history in Pocatello began in 1902 when a large, six story brewery was constructed. The brewery was located adjacent to the rail lines that passed through the edge of town.

This brewery was large enough to compete with the breweries in Boise and Lewiston and laid claim to being the largest in the state. It was built from 600,000 bricks, nine carloads of lumber, and two carloads of cement. The architect was Lewis Lehle who was considered to be the most experienced architect of breweries in the United States. Three carloads of equipment were ordered and installed to produce an annual capacity of 15,000 barrels. The total cost of the building of the brewery was reported to be $60,000. The firm of Franklin, Hayes, and Fleigner caused the people of Pocatello to be well pleased that the brewery had been built in the city of prosperity and rapid growth. The brewery operated under the name American Brewing Co. (1902-1904) at this time. The very first beer was produced and released on Aug 9, 1902. From 1904-1913, the brewery was known as the Franklin & Hayes Brewing Co. operated by Nate G. Franklin and Robert J. Hayes. On March 25, 1913, warrants were issued to N.G. Franklin and R.J. Hayes for violations of the state option laws. It is unknown if this eventually led to the demise of the brewery but must have had some impact on the closure prior to the onset of the Idaho imposed statewide Prohibition in 1916.

In addition to the brewery operation, Franklin & Hayes were also wholesale dealers in other brewer’s beer. From 1902 letterheads, they were distributors of Pabst Brewing Co’s. Milwaukee Lager Beer and Jos. Schlitz Brewing Co. beer.

By 1905, Chief Pocatello’s image was used on the breweries letterhead.

Franklin & Hayes were brewing at least two different styles of beer between 1904 and 1913. Chief Pocatello’s image was once again used on these labels. American Pilsner and Export Beer were being bottled with very graphic labels.

The brewery closed in 1913. The Pocatello Cold Storage was incorporated in 1914 and was housed in the original Franklin-Hayes brewery building.

Prohibition comes to Idaho
Statewide prohibition came to Idaho in 1916. Prohibition left the Idaho breweries unable to produce their trademark products and many closed their doors for good. During the prohibition years, some breweries produced soda, ice, malt tonics and extracts or any other combination of products to survive until repeal.
A front page article in the Pocatello Tribune on March 11, 1935 announced that Prohibition was to end at 5:00 P.M. after 20 years. Then Governor Ross, signed the state-owned liquor stores bill. His signature on this document would legally end statewide prohibition at 5:00 p.m. on March 12, 1935. Previously, in 1933, Idaho voted to repeal the 18th amendment…to remove the prohibition amendment from the state constitution.
Several Pocatello residents foresaw repeal coming. Articles of incorporation of the Idaho Brewing Company were filed with the Bannock county clerk a month before (2-19-1935) the repeal of prohibition took place. Capital stock of this corporation was listed at $150,000.
According to the front page article in the Pocatello Tribune (2-19-1935), the company will operate a brewery for the manufacture of beer and other malt beverages. The brewery will be located in the 600 block on South First Avenue. Plans for remodeling the building in which the brewery will be set up are being drafted by Frank Paradise, local architect, and actual remodeling of the location will begin when they are delivered. Some equipment for the plant has already been purchased. Capacity of the plant will be 150 gallons per day, but this can be doubled if trade demands, it is stated.

Brewery Location: 633 South 1st Ave, Pocatello, Idaho

East Idaho Brewing Company (1935 – 1954)

Products:

Pioneer Beer 1940
Pioneer Club Beer 1940
Aero Club Beer 1942 – 1953
Idallo Bock 1935 – 1940
Idallo Beer 1935 – 1940
Esquire Beer 1935 – 1947
Alt Heidelberg Brand Premium Pale Beer 1937 – 1950
Alt Heidelberg Extra Pale Beer 1937 – 1950
Brown Derby Pilsner Beer 1937 – 1950
Heidelberg Pilsener Beer 1937 – 1950
Idallo Draught Beer 1935 – 1950
Idallo Old Lager Beer 1935 – 1950
Alt Heidelberg Beer 1935 – 1954
Sun Valley Beer 1953 – 1954

On March 1, 1935, ground was broken for the new three story reinforced concrete brewery building of the Idaho Brewing Company. Alex Mathers of Pocatello was the construction contractor for this job. The new brewery will be constructed so that with a program of expansion it can be connected with the Pocatello Cold Storage at 657 South First Avenue which before prohibition was used by the Franklin & Hayes company as a brewery.
One-hundred thousand dollars was being invested in the building and brewing machinery according to Al Willecke, organizer and manager of the Idaho Brewing Company. Mr. Willecke says the plant when completed will be one of the most modern and up to date breweries in the west. Plans are now being made for a 50-barrel a day production but the plant will be constructed so that this production may be increased to 150 barrels a day.

Brewmaster Frank Stenz, from San Francisco, was recently employed as assistant brewmaster of the Regal Amber Brewing Company. He came highly recommended from their brewmaster and superintendent of the Regal company. Mr. Stenz was also formerly employed by the John Brenner Brewing Company of Covington, Kentucky. He also worked for 12 years at the Santa Cruz Brewing Company. Mr. Stenz stated that he is confident a product will be produced in Pocatello which will compare with any on the market.
4% beer now legal in Idaho

The Pocatello Tribune on March 20, 1935, reported that Governor Ross had informed the legislature that he had signed the 4 per cent beer bill the previous evening. The measure had been sponsored by Representative Cavanagh of Twin Falls and increased the alcoholic content of beer from 3.2 to 4 percent.

This measure provided that all beer must be sold in containers bearing department of law enforcement stamps. “This will stop bootlegging from neighboring states that has been going on since the 3.2 beer bill was passed nearly two years ago” stated Cavanagh. This bill increases state retailers’ licenses from $1 to $5 annually and increases the maximum licenses which cities and counties may charge. Administration of the measure remains in the department of law enforcement and city and county governments. Beer will continue to be sold by private vendors and its sale will not be under jurisdiction of the state-owned liquor stores commission.

It’s all in the Name
Now that the brewery was being constructed, the name of the beer to be produced was unknown. It was decided that a public contest would be used to determine the beer’s name. Two ads in the Pocatello Tribune (4-14 & 4-21-1935) were placed describing this contest. “Immediately following the completion of construction of our new brewery, we will begin the manufacture of beer. But we must have a name for this beer and we want YOU to name it. Send in as many names as you wish using this coupon in this ad and remember to print your name and address plainly. Contest closes Midnight, April 30. The contest begins Monday April 15, and closes Midnight Tuesday, April, 30, 1935. Anyone may enter contest except stockholders and employees of this company. First prize to the person who’s name we choose will win $50. Second prize will win $25. Winners of 3rd through 10th prizes will each receive ONE CASE of BEER. Names selected as 2nd to 10th Prizes, inclusive, will be held for future use…and in the order chosen.”

On May 19, 1935, in a large newspaper ad (Pocatello Tribune) the brewery announced the name of the new beer. We wish to thank the many hundreds of people who sent in suggestive names for our new beer in a contest which ended April 30, 1935. Scores of appropriate names were received and only after days of deliberation was it possible for the judges to make a final decision. The name ”IDALLO” is taken from the words Idaho and Pocatello and it will be our constant endeavor to make our new beer as popular and famous as the names from which it is derived.

W.E. Newton of Pocatello had submitted the name “IDALLO” and wins FIRST PRIZE of $50.00 cash. Mrs. Opal Kimpton, also of Pocatello, submitted the name “Golden Gem” and wins Second Prize of $25.00 cash. The other names in the top ten include: 3rd-Bannock Chief, 4th-Old Elixir, 5th-Mountain Mist, 6th-Amber Glo, 7th-Pioneer Beer, 8th-Snow Cap, 9th-Grand Teton, 10th-Western Glo.

Idallo makes grand debut
Idallo Beer made its debut in Pocatello on Saturday, July 13, 1935 during the East Idaho Brewing Companies open house. The public was invited to examine the efficient layout of the new brewery and to partake in the delicious beer and lunch. The article in the Pocatello Tribune (7-11-1935) goes on to say that from all indications the beer will literally rise to top notch popularity overnight for everyone who has sampled the beer has been strongly enthusiastic about the new Idaho product. With such excellent equipment in the hands of Frank Stenz, a brewmaster who thoroughly understands his work, it is not surprising that “Idallo” beer is drawing exclamations of “swell,” “plenty nice,” “it hits the spot,” from the large number of visitors who daily inspect the brewery. Even the federal brewery inspector has nothing but praise for the new Pocatello industry. He comments: The beer is very good. The brewery has all new machinery and is one of the nicest I have ever seen.

One of the distinctive points of the “Idallo” beer which has been drawing comments is the thick white foamy head, which characterizes exceptionally good beer. Such a white head is extremely difficult to acquire by using merely malt, rice, hops, and yeast. To achieve this goal the best of equipment and raw materials under an experienced hand is necessary. In the present day competition inferior breweries have added sugars and other ingredients to create a deceiving foam. Brewmaster Stenz proudly admits that the only materials going into the making of “Idallo” are malt, rice, hops and yeast. Carrying out such a policy of “quality first” the East Idaho Brewing company is predicated to be not only an asset to the city of Pocatello but the state of Idaho.

Idallo welcomed by Pocatello businesses
With the opening of the East Idaho Brewery, numerous businesses in Pocatello welcomed them and Idallo beer to the community. The Froedtert Grain & Malting Company ran this ad in the Pocatello Tribune on 7-7-1935.
Marking the Revival of a dormant industry in southeastern Idaho-a new delicious beer…blended to the taste of westerners, will be presented for the public’s approval on Saturday July 13th. The East
Idaho Brewing Company, Pocatello, proudly invites all judges of good beer to attend their open house program and sample their tantalizing flavored product IDALLO. We call to the public’s attention the savory goodness of this beer, for it is their malt that goes into the making of this sparkling beverage.

The image to the right was part of the welcome ad by Graves & Potter Inc, a Pocatello printer and lithographer. The text portion of this same ad reads: Order Idallo Beer when the mercury soars and your spirits sag, and good humor starts slipping away. Relax with a glass when your nerves grow taut, and the hours are lasting for years. It is a drink you’ll want all the time—a drink that goes ‘round the clock. With a zest and a tang that are all its own, it’s real refreshment! We are proud of the small part we have played in bringing this excellent Idaho product to the public. The lithographed advertising, illustrated folders and bottle labels bearing the Lithographers Union Label, were “Lithographed in Idaho” in our modern plant in Pocatello.

Other local businesses also welcomed the East Idaho Brewery to town. The Kraft-Phenix Cheese Corp. ad stated “Congratulations East-Idaho Brewing Co. An Old and a New Favorite…Kraft Cheese and Idallo Beer make The Tastiest Combination!”

The Idaho-Portland Cement Co. said “Best Wishes and Success to the East-Idaho Brewing Co. Brewers of Idallo Beer. Eagle Brand Cement was used exclusively in the construction of this modern Plant.”

For those people that did not attend the Saturday afternoon open house and luncheon at the brewery, they had to wait until the following Monday (July 15, 1935) to sample the new Idallo beer.

8000 visit new brewery plant
The Pocatello Tribune (7-15-1935) reported that an estimated 8000 people visited the new South First Avenue plant of the East-Idaho Brewing Company Saturday to congratulate officials of the brewing company and incidentally to sample a stein of their product. The beer was on the market today.
During the day, visitors consumed the contents of 16 31-gallon barrels of the brew attesting to its immediate success. An orchestra was on hand at the plant during the afternoon.
The size of the plant and its modern equipment valued at thousands of dollars, impressed the visitors of the importance of the new industry to Pocatello. Many army officers of the Pocatello CCC district were entertained at the brewery Saturday.

It is believed that these are the first Idallo beer labels. Note the 12 oz is for “Old Lager” beer while the ½ gallon is for “Draught” beer. The “U” permit number was discontinued in 1935, thus this is not listed on any of the Idallo labels.

All four of these Idallo labels were printed by Graves & Potter Inc, a Pocatello printer and lithographer. The only difference these next two labels is the slight color shading and the added “net contents 12 fluid ounces” at the top of the label in the next column.

These two slightly different colored glass bottom ash trays have similar designs as the previous two bottle labels.

This bock label is of a stock design meaning many different breweries across the country could use it. When the brewery ordered this label design, the lithographer would then print the brewery information on the label. This is label design #620.

Management changes in 1952
Mr. Morris Rosauer, a native of Vienna, Austria became the president and general manager of the East Idaho Brewing Company in 1952 and was largely responsible for the expansion and progress it had made. At the time, the company still remained small with a $75,000 payroll and 25 employees. Prior to his arrival, Mr. Rosauer was vice president and general manager of the Golden Age brewery at Spokane, Wa. Prior to that, he was employed at various times at several of the larger breweries in the United States. This shift was likely a leading cause into the shift from Aero Club beer brands into the Sun Valley brands in 1953.

Aero Club now available in cone top beer cans

Here is a composite photo of the seven Aero Club cone top variations known to date. Aero Club cone top beer cans were first available and being advertised to the public on June 2, 1949 in the Pocatello Post newspaper . On June 13, 1949, the Pocatello Post newspaper promoted the new Aero Club beer in cans.

Prior to the release of Aero Club in cans, the Aero Club label was redesigned. During the 1940s when Aero Club was first produced, the label was mainly white with black text and a yellow or gold border. The new blue label with red and white text in the design was first introduced on Dec. 1, 1948 by the Pocatello Tribune newspaper. The ad showed the “new” Aero Club long neck bottle with the words reading…an old friend in a new dress…the new Aero Club guaranteed satisfying. Another ad with the new label from December, 1948 is shown to the right between the old and the new Aero Club labels.

As noted previously, there are at least seven different (minor variations) Aero Club cone top beer cans. So far, there are three different IRTP versions and four different non-IRTP examples of this can. All of the cans essentially have the same label design with the variations coming in the form of different alcohol content statements (either present or not), the IRTP statement (or not) and varying can company manufacturing plants. All of the cans were manufactured by the Continental Can Company. Their trademark “Cap-Sealed” phrase along with the 3 C’s within themselves and the can manufacturing plant number is printed along the left side of the seam. Along the right side of the seam is the IRTP statement (if present) and the “Contents 12 Fluid Ounces.” Details of these various cone top cans are illustrated below.

On the left left is the back side of the IRTP cans. Above right is the lower front area of the can showing the alcohol statements and one can does not have any alcohol statement printed here. The IRTP can with no alcohol statement has the 64 A manufacturing plant number. The IRTP 3.2% alcohol can has the 64 B manufacturing plant number while the 4% alcohol statement can has the 64 F manufacturing plant number.

To date, nobody has been able to find any information regarding the actual location of these various can manufacturing plants. It would be interesting to see where these plants were located and also their time periods of being in business.

Here are variations of the non-IRTP can.

The non-IRTP cone top cans have the same alcohol information at the bottom front of the label as the IRTP cans as shown above. This non-IRTP can also comes with the alcohol % blacked out. This is also found on other cans from the 1930s and 1940s. Why was the alcohol content blacked out? Perhaps there was a shortage of containers for a specific distribution market. Or perhaps the various laws pertaining to alcohol content of beer changed after the cans were manufactured. For whatever reason, it gives the can collector another label variation to search for when looking at acquiring as many variations of a label as possible.
These cans also have the manufacturing plant number on them but they are different from their IRTP predecessors. The plant number on my non-IRTP can with no alcohol statement is unknown as there is a rust spot right where this is printed. The 3.2% alcohol statement can has the number 32 printed near the CCC logo. The 4% alcohol statement can simply has an F after the three CCC logo. The blacked out alcohol statement can has the 32 plant number just like the 3.2% alcohol statement can. This leads me to think that the blacked out can was formerly a 3.2% alcohol can but that remains unconfirmed at this time.

Aero Club beer was produced in cone top cans into 1952. It has not yet determined when Aero Club cones were last marketed. Sun Valley Beer first became available on May 18, 1953. It is unknown at this time if Aero Club and Sun Valley cans were available at the same time.

Morris Rosauer resigns
On June 28, 1952, Mr. Morris Rosauer the president and general manager announced his resignation. Rosauer had been with the East Idaho Brewing Company for 10 years. Rosauer stated that W.S. Berger had succeeded him as president of the company.
Here are a few more Aero Club bottle labels. All of the white labels are IRTP. The earlier version of this label was printed with the gold/gilt borders followed by the yellow border designs. These labels were used on 12 oz. and quart bottles. I do not have, nor have I seen a ½ gallon Aero Club label.

The label above left is 3 ¼’ x 3 5/8” in height. It was used on the long neck bottles. The middle label is 4 1/8” wide x 2 7/8” in height and was used on the steinie bottles. These white labels come in both 3.2% and 4% alcohol variations. The blue label show to the right comes in both IRTP and non-IRTP. The IRTP label comes in both 3.2% and 4% alcohol variations. The non-IRTP comes in a 4% label. I do not have a non-IRTP 3.2% alcohol content label. These blue labels are also 3 ¼” wide x 3 5/8” in height.

East Idaho Brewing’s “Other Beers”

Alt Heidelberg
According to Herman Ronnenberg’s book Beer and Brewing in the Inland Northwest: 1850-1950, East Idaho was brewing Alt Heidelberg Beer by 1937. Alt Heidelberg was brewed sometime into the 1940s as all of these labels have the IRTP statement. This statement was required on all labels beginning shortly after the repeal of prohibition through March 1950. Also during the early post pro years, East Idaho was affiliated with the Columbia Brewing Co. of Tacoma, WA. The Columbia plant also brewed Alt Heidelberg and the white background labels are essentially the same minus the brewery/location difference.

Above left: I believe this is the first Alt Heidelberg label that was used by EIB. The label shown above right was also used on opening instruction flat top beer cans by the Columbia Brewery in Tacoma.

I don’t know the exact date of the label on the left. This also is similar to other “generic” type labels other breweries used on kegs. I believe the gold label on the right was the last Alt Heidelberg used, likely of late 1940s vintage. The bock ad below is from the Pocatello Tribune, March 11, 1941.

In 1940, EIB was marketing at least two additional beers in addition to Alt Heidelberg. Pioneer Club was being advertised as a refreshing and revitalizing beer in this Aug. 21, 1940 ad from the Pocatello Tribune.

EIB also brewed plain Heidelberg Pilsner beer. It was introduced by the Pocatello Tribune on Oct. 18, 1940 in the ad to the left.

As Christmas 1940 approached, Santa even got in on the Heidelberg Pilsner action…(Pocatello Tribune, Dec. 18, 1940).

Two other beer brands produced at East Idaho include Esquire and Brown Derby. The Esquire beer labels were made with both the 3.2% and 4% alcohol by weight statement on them. I’m guessing that the 3.2% labels were probably “exported,” perhaps to Utah as I’ve hear of other East Idaho Beers being found in that state. This Brown Derby label was used by several different breweries including the Grace Brothers Brewery and Los Angeles Brewing in Los Angeles, Rainier Brewing of San Francisco, and Grace Brothers Brewing in Santa Rosa, California. Labels were made for 11 oz, quart and half gallon bottles. The 11 oz came in both 3.2% and 4% alcohol. The quart comes in 4% while the half gallon is 3.2%.

The Sun Valley Suds Connection
W. Averill Harriman, chairman of the mighty Union Pacific Railroad, was an avid skier. In 1935, he began a search in America’s western ranges for a location to build a resort that would equal the finest ski resorts of Switzerland and Austria. The man he hired to conduct the search, Count Felix Schaffgtosh, combed the mountains for months but was unable to find a site that met his tough standards.

Then he discovered the area around Ketchum, in central Idaho. Overwhelmed by its beauty, the Count told Harriman to come at once to see for himself. Within days, the railroad baron bought 4300 acres of what would soon become Sun Valley.
Harriman was determined to build a resort that would be worthy of its breathtaking setting. His plan called for a luxurious lodge with glass-enclosed pools, exquisite cuisine, impeccable service and even nightly orchestra performances.

Sun Valley was the very first ski resort in the United States, and from the day it opened in the winter of 1936 it was an instant success. Elk, bighorn sheep and gray wolves now shared the mountain with European royalty and Hollywood celebrities. Gary Cooper, Claudette Colbert, Clark Gable, Errol Flynn and Bing Crosby were all regulars in the lodge, as was writer Ernest Hemingway, and world champions used the mountain slopes to train for the Olympics.

So marvelous was Sun Valley that it became known as “the American Shangrila” after the paradise-like Himalayan valley immortalized in James Hilton’s 1933 novel Lost Horizon and in Frank Capra’s 1937 film of the same name starring Ronald Coleman and Jane Wyatt.

National brewers soon realized the advantages of associating their brands with the Sun Valley experience. A 1941 ad for Blatz Old Heidelberg Beer states “In Sun Valley, skiing leads…in Milwaukee, Blatz leads.” Mr. and Mrs. Gary Cooper share a pair of cold ones at their Sun Valley cabin in a 1949 Pabst Blue Ribbon ad, and a 1959 Schlitz ad uses a Sun Valley panorama to invite readers to “know the real joy of good living.”

Local brewers were a little slower on the uptake. It wasn’t until 1953 that the East Idaho Brewing Company of Pocatello, southeast of the fabled resort, introduced Sun Valley Beer in cone top cans and in stubby and long-necked bottles. Like many small older breweries across the nation, East Idaho Brewing had a long history and multiple pre-Prohibition incarnations. From 1902-1904, for example, it was operated as the American Brewing Company, and from 1904-1913 as the Franklin & Hayes Brewing Company.

The brewery emerged from the long, dark dry spell of Prohibition as East Idaho Brewing and was operated at least for awhile by Columbia Breweries, Inc. of Tacoma, WA. East Idaho churned out nearly a dozen brews over the next 19 years including Alt Heidelberg, Idallo, Aero Club, and Pioneer Club, all in bottles.

When Sun Valley Beer debuted in mid-May 1953, the East Idaho Brewing Company was apparently on the ropes. Two variations of the cone top were the only cans the brewery ever produced for the Sun Valley brand. The new brand proved to be too little too late. As East Idaho prepared to go out of business at the end of 1954, local newspapers advertised Sun Valley Beer at the “closeout price” of 6 cans for 69 cents.

Was W. Averill Harriman a beer lover as well as a skier? Who knows? But the years have certainly proven that the Sun Valley area is a great place to have a beer—or to brew one.

These Sun Valley Beer ads are from the Pocatello Tribune. Left, Sept. 18, 1953; center, May 15, 1953; and right, May 27, 1953.

Brewery to be dissolved
On June 14, 1955, the East Idaho Brewing Company filed an application to the district court for voluntary dissolution. Notice was given that any person or persons could appear, plead or file objections to the application, and that unless an appearance is made or pleading or objections files on or before July 18, 1955, default would have been entered, and the court would proceed to hear and determine the application, and if statements in such application were shown to be true, the court would dissolve the corporation.

East Idaho Brewing Company Photo Gallery

BREWERIANA