Bevo facts for kids
Bevo was a special non-alcoholic drink, like a soda, made by the Anheuser-Busch company in the United States. It was very popular in the early 1900s, especially during a time called Prohibition. This was a period when making, selling, or transporting alcoholic drinks like beer and wine was against the law for 13 years.
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Bevo's Rise During Prohibition
The Anheuser-Busch company started making Bevo in 1916. At first, it was made because the U.S. military made alcoholic drinks illegal for its members. When the whole country started Prohibition in 1919, Bevo became even more popular. It was one of the most well-known "near beers" or "cereal beverages" of that time.
At its peak in the early 1920s, people bought over five million cases of Bevo every year! It was a big hit because it tasted a bit like beer but didn't have alcohol.
What's in a Name?
The name "Bevo" was created by combining parts of the word "beverage" and the Slavic word for beer, pivo. It was pronounced "Bee-vo". On the bottles, it was often called "Bevo the Beverage."
Fun Ways Bevo Was Advertised
Bevo had some cool advertisements. One of its main characters was "Renard the Fox", who came from an old French folk tale. You could even get special mugs with Renard on them!
In 1930, Anheuser-Busch built unique cars called "Bevo Boats." These cars looked like boats and were used to promote the drink. They were quite eye-catching!
Advertisements for Bevo often said things like, "Cooling and invigorating, Bevo the Beverage. Order by the case from your grocer, druggist, or dealer." The labels on the bottles also promised it was "The All-Year-Round Soft Drink. Appetizing - Healthful - Nutritious - Refreshing. Milk or water may contain bacteria. BEVO never does." This showed how much they wanted people to see it as a safe and healthy drink.
Bevo in Pop Culture
Bevo was so popular that it showed up in many songs and comedy shows of its time. Sometimes, the word "Bevo" even became slang. For example, in the American military, a young and new officer might be called a "Bevo."
The University of Texas even named its mascot "Bevo", and that name is still used today!
The famous songwriter Irving Berlin wrote a song about the drink called "You Can't Stay Up on Bevo" for his 1917 army show. Bevo was also mentioned in other songs and stories from that era.
The End of Bevo
In the late 1920s, people started getting illegal alcoholic drinks more easily. Also, many people began making their own "homebrew" beer at home. This meant fewer people were buying Bevo. By 1929, sales had dropped a lot, so Anheuser-Busch decided to stop making Bevo.
Bevo's Legacy Today
Even though the drink isn't made anymore, you can still see its history. The original Bevo building, with the Renard the Fox character on its corners, is still used by Anheuser-Busch in St. Louis, Missouri.
Another famous place is the Bevo Mill, a landmark building constructed in 1917. It closed for a short time in 2009 but then reopened under new owners.
Bevo is also mentioned in some classic books, like "The Killers" by Ernest Hemingway and "Babbitt" by Sinclair Lewis. It even gets a mention in the musical The Music Man, showing how it was part of American culture.
