Bevo (beverage) facts for kids
Bevo was a special kind of drink made by the Anheuser-Busch company in the United States. It was a non-alcoholic malt drink, sometimes called "near beer." Bevo became very popular during a time called Prohibition. This was when it was against the law to make or sell alcoholic drinks like beer, wine, and liquor for 13 years.
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What Was Prohibition?
The Anheuser-Busch company began making Bevo in 1916. This was when the U.S. military made alcoholic drinks illegal. When a national law called Prohibition started in 1919, Bevo's production grew a lot. It became the most popular "cereal beverage" or "near beer" of its time. In the early 1920s, over five million cases of Bevo were sold each year.
The bottles of Bevo said "Bevo the Beverage." The name "Bevo" came from the word "beverage." It also came from the Slavic word for beer, pivo. People said the name "Bee-vo."
Why Bevo's Popularity Ended
In the late 1920s, Bevo's sales started to drop. This happened because people began to get illegal alcoholic drinks. These included smuggled beer and liquor, and also "homebrew" (drinks made at home). By 1929, only about 100,000 cases of Bevo were sold. Because of this, Anheuser-Busch decided to stop making it.
The building where Bevo was made is still used today. It is a bottling plant at the main Anheuser-Busch brewery in St. Louis, Missouri. The famous Bevo Mill building was built in 1917 by August Anheuser Busch, Sr.. It closed in 2009 but reopened later that year with new owners.
How Bevo Was Advertised
Some advertisements for Bevo featured a character called "Renard the Fox." This character came from an old French folk tale from the Middle Ages. Special mugs with Renard the Fox were made to promote the drink. In 1930, Anheuser-Busch built special cars called "Bevo Boats." These cars were shaped like boats and were used for advertising.
One old advertisement said, "Cooling and invigorating, Bevo the Beverage. Order by the case from your grocer, druggist, or dealer." The label on the back of the bottle also said, "The All-Year-Round Soft Drink. Appetizing - Healthful - Nutritious - Refreshing. Milk or water may contain bacteria. BEVO never does."
Bevo in Pop Culture
Bevo became a part of everyday life during its time. It was mentioned in popular songs and vaudeville shows. This led to new slang words. For example, in the American military, a young officer who was new to the job was sometimes called a "Bevo." The University of Texas also named its mascot "Bevo", and that name is still used today.
In 1919, a comedian named Tim Moore wrote a letter to a newspaper. He said, "Dry Detroit, Mich.; Dear Pal Tony: Just a few lines to let you know we arrived safely in the home of Ford's Tin Lizzies, "Bevo" and other temperate beers."
