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His Master’s Stout?

We all know Nipper, the HMV dog, forever captured with his snout down a gramophone trumpet – but did you know he also advertised beer?

Nipper was born in Bristol in 1884 and died in 1895. His first owner was Mark Barraud, a theatre scenery designer; his second was Francis Barraud, a painter, who immortalised him in the image we all know today.

But on another occasion, Nipper was painted investigating not a gramophone but a glass of stout – and that image was famous, too, in its day.

As always, piecing together chronologies is difficult, but what we think happened is that Nipper became an early example of a meme.

First, in around 1900, Nipper became the trademark of the His Master’s Voice and Victor gramophone companies.

Then, at some point in the following decade, Watney, Combe, Reid & Co. (hereafter just Watney’s) came up with the slogan ‘What is it master likes so much?’ From bits we’ve been able to piece together, we think this was supposed to be in the voice of a household maid, purchasing bottled beer on behalf of the man of the house.

Then, in around 1910, Watney’s bought, or more likely commissioned, two paintings from Barraud, mashing up the HMV trademark with their slogan to create this campaign:

A dog sniffing a glass of stout.
SOURCE: Watney’s/American Radio History.
A dog slinking away from spilled stout.
SOURCE: Watney’s/American Radio History.

This campaign apparently ran for months with posters up all around London, on trams, and on tram and bus tickets, and seeped into the national consciousness.

One national newspaper felt justified in saying in 1914 that Watney’s was primarily ‘familiar to the man in the street by that famous poster, What is it Master likes so much, which is undoubtedly one of the most successful pictorial advertisements on record.’ (Globe, 27/02/1914.)

We doubted that at first until we discovered the music hall song and this account of a particularly weird-sounding theatrical performance at a village not far from Land’s End in 1910, as reported by the Cornishman:

On Saturday a very successful entertainment was given at Cliff House, Lamorna, by kind permission of Mr and Mrs Jory, in aid of the Buryan District Nursing Society. The principle feature of the entertainment, which was organised by Mrs Alfred Sidgwick, was a most artistic series of living pictures designed and arranged by Miss Barker of London… The second picture, ‘What is it master likes so much?’ suggested by a well-known poster, had a clever fox-terrier, Jimmie, as its central figure, investigating his absent master’s luncheon table. Jimmie proved himself an actor of rare gifts of facial expression, and greatly amused his audience…

There were lots of parodies and pastiches of Barraud’s Nipper paintings, including this by Philip Baynes from the Bystander for 14 February 1912, which brilliantly highlights the oddity of having the same dog advertising two quite distinct products:

A dog in a smashed gramophone.
‘I still don’t know what it is master likes so much – or am I the wrong dog?’

For all Watney’s seemed proud of these early forays into modern advertising, when the Red Barrel and What We Want is Watney’s came along between the wars, Nipper got sent to the pound.

The campaign is mentioned in both official company histories, from 1949 and 1963 respectively, but only in passing.

If you know more about this campaign, do comment below.

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20th Century Pub featuredposts pubs

The Comet, Hatfield, 1936: streamline total design

A totally modern pub, unapologetically of the 1930s, designed to look like an Art Deco racing aeroplane? No wonder it keeps going viral.

We first encountered The Comet, a big inter-war hotel on the Barnet bypass at Hatfield, when we began researching 20th Century Pub. Basil Oliver mentions it in his essential 1947 book The Renaissance of the English Public House and we found further information in this 2015 post by retro-vintage blogger Mark Amies.

Although we only had space for an overview of the ‘improved public house’ movement of the inter-war years, and a brief mention for The Comet, we actually gathered a fairly substantial amount of research material, and have collected more since.

Here, for example, is the opening of an article from the journal of the Royal Institue of British Architects (RIBA) from January 1937, about a month after The Comet opened:

This new hotel is of interest for the following principal reasons:

1. It represents a new type of hotel, namely, one that caters for the best class of traveller, yet is situated not in a large centre of population, but on an arterial road in rural surroundings. There is, however, an aerodrome, an aircraft factory and some house property nearby, the occupants of which will provide some local trade. Mainly, however, it will depend on visitors from London and travellers on the Great North Road.

2. The architect was given complete freedom not only in the general plan and design in all details. Such items as the lettered notices, the menu cards, most of the furniture and many of the textiles were designed by the architect. The ensemble, which is remarkably well carried out, has therefore unusual unity.

3. The plan is both simple and efficient. Its main element is the grouping of the public rooms round the service and kitchen. Yet so well is this done that the feeling of segregation of different classes of trade, commonly experienced in inns and public-houses having this plan, is absent. Each public room is a separate unit.

4. The general exterior form is novel, yet expresses the structure and plan exactly.

The Comet – full exterior view.
SOURCE: The Renaissance of the English Public House, Basil Oliver, 1947
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Usher’s of Trowbridge: disappearing one brick at a time

Two questions: first, what the hell happened to Usher’s of Trowbridge? And secondly, how much research can you do into this question without visiting Trowbridge or, indeed, leaving your house at all?

Usher’s is a brewery and brand that had all but disappeared from the market by the time we started paying serious attention to beer. It’s not one you hear people swooning over, either, unlike, say, Boddington’s or Brakspear.

What caught our eye was the lingering signs – literally speaking – of its once vast West Country empire. Wherever we went, from Salisbury to Newlyn, we’d spot the distinctive shield on the exterior of pubs, or see the name on faded signs.

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20th Century Pub featuredposts pubs

Women and young people in the pub, 1941

In 1941, A Monthly Bulletin, a publication sponsored by the British brewing industry, commissioned research into drinking habits in industrial towns with a particular focus on young people.

You might recall that we touched on something similar a few weeks ago, that time published by Mass Observation. At a guess – we haven’t got much info to go on – we’d guess this research was carried out by the same team.

It’s interesting because it’s about life in pubs during wartime and for its geographical reach. It covers Lancashire, Liverpool, Bristol, Birmingham, Nottingham, Cardiff, Leeds, Newcastle, Plymouth and Sheffield. Not the usual suspects.

The introduction summarises the findings in amusingly of-its-time Mr Cholmondley-Warner language:

[The] chief point is the extension of drinking among women. This has been accelerated by the war but it is not fundamentally due to it. A change of convention in the habits of women has been visible for a long time; the sequel to their attainment of political rights, and freedom to enter the professions and innumerable occupations, was inevitably a movement towards a full sharing of men’s recreations. There is no cause for surprise when boys and girls who have money to spend become excited and noisy. Noise is not necessarily a sign of intoxication.

All the same, the latest development must be carefully watched. Women, and especially girls, are entering upon a testing time. They have it in their power to do much good or harm. Women can restrain and sweeten any human company. The character of the public house is going in the long run to depend appreciably upon them. They are fortunate in the occasion of their new fashion, because beer has become the universal drink and the popular beer to-day is barely intoxicating. Could they not think a little, plan a little, and definitely accept the duty of adding to public house life virtues proportionate to their own powers of inspiration?

The first report, from Lancashire, continues this theme:

The plain fact is that in the past twenty years a tremendous revolution has taken place in the attitude of the womenfolk of the English middle classes towards the public house. The daughters of women who, at the same age, would never have dreamt of resorting to a public house in the course of an evening for a drink and a talk with their men friends and other girls in thousands of cases now think no more of it than of a visit to the cinema or a game of tennis in the park. It marks a revolution in social habits comparable to the spread of smoking among women and the use of cosmetics which, in the middle classes, would once have been regarded as the public announcement of a reputation that was at least doubtful. Anyone who drew such deductions today would be laughed at.

In other words, a woman who wore makeup, smoked and was in the habit of going to the pub might once have been thought to be a prostitute, but by the 1940s, that was beginning to seem daft.

A Monthly Bulletin was tied to the improved public house movement and that’s a theme of this research. Again, from the Lancashire section:

The change in the case of the public house itself has been tremendous and in any properly conducted and designed establishment it has been thoroughly salutary in that it has made the place much less of an exclusively male sphere, particularly in the suburbs, and more of a social meeting place for all sides of a family.

But here’s a claim we don’t think we’ve heard before – that the emergence of the phrase ‘the local’, as applied to pubs, was a result of the changing face of pub clientele:

The very name of ‘the local’, which has arisen within the period of women’s invasion of it, points to a change in the tradition. Leaving out of account for the moment the nature of the refreshments there provided, ‘the pub’ was the gossip-shop for the male; ‘the local’ is the gossip-shop for both sexes, plus darts and other diversions.

The anonymous author of the report seems to have had mixed feelings about the changing balance between old and young drinkers:

It may be remarked in passing that, at any rate in the north-west of England, the first stages of the woman’s, and particularly of the young woman’s, invasion of the local inn was apt to be bitterly resented by its older male frequenters. By the elders who were accustomed to sit there long and, it must be admitted, somewhat glumly of an evening, the arrival of chattering young men and women, fresh from a tennis court or with their bicycles left at the front of the house, was regarded as an unforgivable intrusion. The elders retreated behind the warning announcement ‘NO LADIES SERVED IN THIS ROOM’. One remembers vigorous grumbles from the male habitues on that subject in a solid hostelry in a Manchester suburb on a summer evening of 1922. But the tide, then turning, has ever since swept too strongly in the direction ‘equal citizenship’ for patrons of the public house. The Old Guard may keep to its ‘snug’ but the Young Guard has the run of the rest of the house.

The notes on Liverpool have more of the same, including what sounds like the kind of story a modern-day anti-feminist controversy columnist might come out with:

One of the most marked changes is the greater patronage of public houses by women and the considerably increased drinking among adolescents, both boys and girls. Liverpool’s geographical position is largely responsible for what has reached the magnitude of a social evil. It is now a common sight to see women and girls of all classes in bars, standing each other drinks and occupying the stools formerly sacred to men. Indeed, in one well-known city bar the other day an old customer entering and seeing half a dozen or more young women seated by the counter said to the barman, ‘Excuse me, but is it alright for men to come in here?’

Echoing what the Mass Observers found in South London at around the same time, this report suggests that pubs in the port city were full of ‘vulturine’ young women on the hunt for sailors and servicemen.
We were, of course, especially interested to read about Bristol, where the biggest problem seems to have been capacity. As the city was overrun with war workers, the report says, pubs struggled to meet demand, both in terms of available space and the supply of beer:

[Pubs] which were quiet in peace time have become crowded night after night with customers who may be diplomatically called ‘outsiders’. The policy adopted by many publicans is to sell out and close down… Others open part of the day while the stock lasts. Matters have been improved by the tacit understanding that certain well-known houses will be entirely closed on certain days, but there is still excessive crowding at night as long as stocks are available. The tendency of customers is to go from house to house in the evenings in order to get better service or a reasonably quiet time. Many declare that the only way to have refreshment in comfort is to ‘stake your claim’ early in the evening and then remain as long as you want… There are also simmering grievances about preference being given to old customers but the argument can be applied the other way round, i.e. old customers being shouldered out by casual or ‘new’ customers. With the crowded conditions generally the existing service in the evenings is under severe strain.

Having not looked closely at Nottingham, we find ourselves intrigued to learn more about its inter-war improved pubs based on this note:

There is a general desire to make licensed premises brighter, cheerier and up to date. There could be no finder stimulus than the erection in the suburbs of smart and spacious houses, with gardens, herbaceous borders, nice and handy car parks, and all the amenities that make a ‘good’ house. Nottingham has a number of these satellite houses of the finest type, to which the motorists go and where they bring their friends, especially on summer evenings.

The section on Newcastle underlines this point while also suggesting that there was particular room for improvement in that city’s pubs which were formerly ‘not unlike pig troughs’.

We found this document via the University of Warwick’s excellent online archive – go and read the whole thing and maybe have a dig to see what else might be hiding in the stacks. And here’s the source of the main image.

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featuredposts pubs

Gin palaces in Manchester: blessed gaudiness

As you might expect, when it comes to writing about gin palaces, London seems to hog the limelight, but they popped up all across England in the early 19th century, including Manchester.

Without Dickens to write about them or Cruikshank to draw them, the records are more sparse, but they do exist. And, once again, we owe disapproving temperance types a debt of gratitude for their information gathering, biased as it might be.

For example, here’s a summary of the situation from Manchester in 1844: Its Present Condition and Future Prospects by the French economist Léon Faucher who visited England on a study tour in the mid-1840s, with paragraph breaks added for easier online reading:

Only twenty years ago, drunkenness was considered a degrading indulgence; the dramshops were in retired places, and their customers entered secretly by private doors; and a candle placed behind the window was the dubious sign to arrest the attention of the passer-by.

But now, drunkenness has infused itself into the bosom of society. Habit has conquered shame, and that which formerly drew a blush from the men is now regarded as a daily habit by women and children.

By degrees, the dim lights have been replaced by the dazzling gas; the doors have been enlarged; the pot-house has become a gin-shop; and the gin-shop a species of palace.

The games hitherto carried on in these places not being sufficient, the proprietors have added music, dancing, and exhibitions, as additional attractions to a dissolute people. Formerly, concerts were held in these places only in the winter, but now they extend throughout the year; and, as in Liverpool, so here, the swelling of the organ, and the sounds of the violin and the piano, resound in their large saloons.

One of these houses, situated not far from the Exchange, and at the entrance to Victoria Bridge, collects in this manner, one thousand persons, every evening, until eleven PM. On Sundays, to diminish the scandal, religious hymns and sacred music are performed upon the organ and piano.

We can’t work out exactly which establishment is being described here but a quick look at this much later map, from 1888, suggests plenty of candidates – P.H. here, P.H. there, P.H.s everywhere. Whatever was previously on the site of The Grosvenor seems most likely.

Map of Manchester with many public houses.

In 1845, an American observer using the pseudonym ‘Looker On’ set out just how common gin palaces were in Manchester at that time:

To form any just idea of the magnitude of Manchester, and of the character of its population, it should be entered towards evening.

Then every mill is illuminated, and as their countless windows blaze forth, they present a brilliant spectacle. The black walls are no longer seen, and the canopy of smoke which overhangs all is no longer distinguishable by the eye.

At the corners of nearly all the principal streets are gaudy buildings, with enormous lamps, and into these Gin Palaces, as they are called, a continual stream of living beings enter.

And oh! what a wretched procession! Old men and little children, drabbish women and young girls; youths of besotted appearance, and men in the very flower of life, bowed down to the dust, energies quenched, strength prostrated, minds half destroyed.

Benjamin Love’s 1842 book The Handbook of Manchester gives us another couple of interesting nuggets, wrapped up in a lot of temperance hyperbole:

From an observation made on [Sunday] the 13th March, 1842, by the writer’s direction, there were found to enter one dram-shop only, in this town, the astonishing number of 484 persons in one hour! The greater part were women! Some decently dressed, apparently the wives of mechanics; others almost naked, carrying in their arms a squalid infant. When wives frequent gin-palaces, no wonder their husbands, on leaving work, proceed straight to the beer house.

Assuming we credit Mr Love’s figure, that means these places were undeniably busy. It also suggests a clear gender divide between types of establishment. Beerhouses were the antithesis of the gin palace – generally small and plain.

Here’s a bit more from ‘Looker On’ describing the scene inside a Manchester gin palace:

Behind a bar, decorated richly with carvings and brass work, multiplied by numerous mirrors, in costly frames, with three or four showy-looking, and flashily attired females, occupied incessantly in drawing from enormous casks, gaudily painted in green and gold, and bearing seducing names, glasses of spirits, which are eagerly clutched by the trembling fingers of those who crowd round the counter, gasping as if for breath, for the stimulus of drink. Look at their red, half-raw lips; their glaring lack-lustre eyes…

Right, well, that’s enough of that, but the description of the fixtures and fittings seems accurate.

Glitter and grandeur aside, they were by no means genteel places, as this note of a criminal case from 1847 makes clear:

Yesterday, at the Borough Court, before Mr. Maude, a fellow employed… about the Bowdun and Altrincham coach office named John Hampson, was charged with robbing a gentleman from Preston, of his purse and eighteen sovereigns.

It appeared that on Monday evening, the prosecutor who had come here on business, got ‘a little over the line,’ and being determined, as it seemed to have jolly good spree, and see life in Manchester, he bent his steps towards gin palace in Deansgate.

There, on the strength of his well-filled purse he was received by the company present as ‘a real good fellow,’ and very speedily his excessive liberality became apparent, as he insisted on standing treat for everybody.

When the hour for closing the vaults arrived, he was just in the height of his glory, and nowise inclined to go to bed, when the prisoner and some of his friends kindly offered to find him with quarters, provided he would pay for a supply of liquor.

Accordingly, he accompanied the parties to a house in Back Queen-street, where gallons of ale, quarts of rum, &c. &c. were sent for pretty freely, until overpowered with strong drink the Preston gentleman fell asleep, and on awaking found that he was minus his purse and eighteen sovereigns.

An 1857 guidebook to Manchester and Salford singles out the gin palaces of Ancoats for particular attention:

The oldest and the worst working district of Manchester, is the region known as Ancoats. Here, however, you will find the truest specimens of the indigenous Lancashire population, and hear the truest version of the old Anglo-Saxon pronunciation… Ancoats, in fact, is Manchester pur sang – Manchester ere sanitary improvement and popular education had raised and purified its general social condition.

Many of its streets, particularly the great thoroughfare called the Oldham Road, are magnificent in their vast proportions; but the thousands of by-lanes and squalid courts, the stacked-up piles of undrained and unventilated dwellings, swarm with the coarsest and most dangerous portions of the population. Here the old and inferior mills abound; here the gin-palaces are the most magnificent, and the pawn-shops the most flourishing; here, too, the curse of Lancashire-the ‘low Irish ’ – congregate by thousands; and here, principally, abound the cellar dwellings,and the pestilential lodging-houses, where thieves and vagrant; of all kinds find shares of beds in underground recesses for a penny and twopence a night.

Another source, also from 1855, paints a vivid picture of the contrast between the Ancoats gin palaces and their surroundings:

Returning from the Christmas treat of the St. John’s Industrial Ragged School, in company with the energetic and intelligent master of the New Ragged School in Angel Meadow, Ancoats, I met numbers of poor wretched looking children, in groups, round the corners of low streets and public-house doors, where the numerous gas lamps inside threw a gleam of light across the road, and the opening and shutting of the door of the magnificent gin palace gave a cheerfulness and bustle to a very dull and dirty street.

On the step of one public-house, a little girl, herself o about six years old, was nursing a pale and delicate infant not six months old, or rather just letting it lie over her knees. The mother was, in all probability, inside, spending her last copper; the rain was pouring, and it was past nine o’clock.

Finally, Elizabeth Gaskell’s 1848 novel Mary Barton: a tale of Manchester Life mentions gin palaces and pubs in passing in a couple of places, including confirmation of the obvious appeal of places ”where all is clean and bright, and where th’ fire blazes cheerily, and gives a man a welcome as it were”.

What we can’t work out – not easily, anyway – is if there are any surviving early 19th century gin palaces in Manchester today. There are plenty of wonderful historic pubs but most, such as The Marble Arch and Crown & Kettle, are late 19th century or early 20th century buildings.

On that, local intelligence would be welcome.