What was advertised in a colonial American newspaper 250 years ago today?
“FAULKNER’S BOTTLED ALE.”
William Faulkner, a brewer, incorporated several marketing strategies into the advertisement he placed in the May 26, 1768, edition of the New-York Journal. Like other colonists who peddled goods and services, he made appeals to price and quality. However, he did not merely resort to the formulaic language that appeared in countless newspaper advertisements. Instead, he offered additional commentary to convince prospective customers to purchase his product.
Faulkner could have simply stated that “he continues to supply the public with the best of liquor on the most reasonable terms.” Such appeals to price and quality, however, were not sufficient for promoting his “country brew’d ALE” that was only recently ready for the marketplace. Not only was his ale “now fit for use,” but “in the opinion of good judges, equal in quality to any imported.” Faulkner did not reveal the identities of these “good judges,” but he did suggest to potential customers that others had indeed endorsed his product. For those still skeptical, he advanced another strategy for encouraging them to take a chance on his “country brew’d ALE.” He stated that the public had already expressed desire “for bottled Beer of this sort” and then invoked “the laudable encouragement given to our own manufactures at this period.” Faulkner did not rehearse the ongoing dispute between Parliament and the colonies. He did not need to do so. Prospective customers were already well aware of the Townshend Act that went into effect six months earlier as well as the calls for increased production and consumption of goods in the colonies as a means of decreasing dependence on imports. With a single turn of phrase, Faulkner imbued purchasing his ale with political meaning.
He also offered a discount of sorts to return customers, pricing his ale at “10s. per dozen” but noting “3s. per dozen allowed to those who return the bottles.” In other words, customers who brought back their empty bottles paid only seven shillings for a dozen full bottles. Faulkner kept his own production costs down through this design. Of the many choices available to them, the brewer encouraged colonists to enjoy “FAULKNER’S BOTTLED ALE” over any alternatives, especially imported ales. He offered assurances about quality in addition to providing pricing and political considerations to persuade consumers to choose his ale.