R Naegeli's and Sons, Hoboken NJ Rolled Edge Sign

The R. Naegeli’s Sons Brewery in Hoboken, New Jersey put out a beautiful curled edge sign advertising their imported pilsener beer with very distinctive black and yellow[orange coloring. This sign also featured a beautiful German girl dressed in a Munich style Octoberfest dress carrying multiple steins of beer to her thirsty patrons! The bottom of the sign features the lyrics “Ruergerliches Brauhaus Leitmeritz, Boehmen” which clearly targeted the German population in and around the Hoboken area. This sign was put out at a time many German immigrants were moving into the Hoboken area, and the Naegeli’s wanted to target the population in hopes of selling more of their pilsener style beer. The Naegeli’s also put out another similar rolled edge sign for their Coburger brand of beer.

The R. Naegeli and Sons Company operated at 42 Second Street in Hoboken. The family also owned a large hotel in the 1880’s at the corner of Hudson and Third Streets, not far from their main liquor enterprise. From all the information I can tell, the Naegeli and Sons business was strictly a liquor importer and bottler, but they never actually brewed any beer themselves. One of their main brands of distribution in 1900 was Budweiser from the Anheuser-Busch Company in St. Louis, MO. The AB Brands were listed on old letterheads from the company along with the Coburger-Actien Bier brand.