Fehr's Malt Tonic Beer Serving Tray - Louisville Ky Kentucky - Health & Strength For Sale
OFFERED FOR SALE ...
DESCRIPTION ... RARE SERVING TRAY ... BEER ... FEHR'S MALT TONIC ... FOR HEALTH AND STRENGTH ... PREPARED BY FEHR'S MALT TONIC DEPT. ... LOUISVILLE, KY (Kentucky).
MEASURES ... 13 1/4" diameter
CONDITION ... Good Plus "As Pictured" ... This is a RARE ORIGINAL TRAY, hard to find in any condition. Even though this one has some issues, it still has great eye appeal. No fading. No dents nor dings. The light spot that you see at about 1 o'clock position is a reflection of a light used to photograph (photo #2 does not show the light). Photos tell the story! NOTE ... There is a small nail head on the front of the tray, in the lady's hair to the right of the flower. See the back of the tray, and you will see that the nail was added to hold a "stand" that they attached to the tray.
The Frank Fehr Brewing Company was in business from 1876 until 1964. Frank Fehr was a native of Alsace, a section of western France with heavy German influence, and moved to the USA in 1862. He worked for several breweries in different citys untill 1872 when he leased the Gerhardt Otto's old William Tell Brewery in Louisville on Liberty Street. He and his partner, Otto Brohm were successful as production increased from just under 600 barrels a year to over 12,000 in just 12 months. When fire destroyed the brewery in 1876 Fehr bought the site and built the City Brewery and continued to increase production. Frank Fehr died in 1891 and John F. Kellner took over as president. Frank Fehr Jr. was a vice president and became president of the brewery in 1909. By 1901 Fehr's was Louisville's biggest brewer and joined four other Louisville breweries to form the Central Consumer's Company which lasted until Prohibition closed them down. Fehr's refitted its Liberty Street facility when Prohibition ended and opened in September 1933 taking its place as one of the large regional breweries. In August 1940 Fehr's made the jump to using cans. Fehr's sales peaked in 1949 and it was the largest selling brand in Kentucky and Indiana. However, the brewery was under the same intense pressure from the big nationals as was every other small or regional brewer in the country. Also, Fehr's made the decision to push a new brand called "Liquid Gold" which ended up eating into the sales of their flagship brand, Fehr's XL. As sales dropped Fehr's began a series of management changes as Frank Fehr III and his nephew Fehr Kremer battled for control of the company, switching places as the brewery's President. In 1957 Fehr's was again losing money and, hit by a lien for back taxes by the IRS, filed for Chapter X bankruptcy. It was reorganized in March 1959 with entirely new leadership. Liquid Gold had been dropped and the brewery was selling Fehr's Pasteurized Draught Beer, Fehr's XL, and Kentucky Malt Liquor/Lager. However, even though sales increased the brewery continued losing money. In 1964 it was closed and in 1968 the corporation was sold with Schoenling in Cincinnati buying the brand names and beer formulas. The last 7,000 barrels of beer were dumped into the sewers. (web history)
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