Name/Title
Pabst Extract Horseback Yard LongDescription
Pabst Extract. Pabst Brewing Company. Milwaukee, WI.Context
This yard-long lithograph on paper was created by Pabst Brewing Company as an advertisement for their Pabst Extract. Pabst Brewing Company was established in 1889 in Milwaukee, Wisconsin. Originally, the Phillip Best Brewing Company, founded in 1844, changed its name to Pabst Brewing Company after Captain Frederick Pabst married the granddaughter of Phillip Best Brewing Company founder, Jacob Best, and Pabst became a crucial member of the brewery staff. Printed on the back of this piece is an advertisement for Pabst Extract, a tonic advertised to have a wide variety of medicinal properties, including reinvigorating old age, assisting nursing mothers, and increasing beauty. Despite being an alcoholic beverage, Pabst Extract was sold in drugstores with the intention of being purchased by women, whom Pabst Brewing Company was previously unable to market to due to the stigma of women drinking alcohol.