Pre-Prohibition Litho Consumers Brewing Company Glass Beer Mug from Saint Louis, Missouri.Details
This is a reverse-on-glass lighted sign from the Schorr-Kolkschneider Brewing Company in St. Louis, MO. Circa 1935. It features the S-K lager beer brand, one of their biggest sellers. This round lighted globe sign is colored in navy, red and gold with a red star in the center. The Vat beer brand was another one of their popular brands. The Schorr family had breweries in St. Louis, MO, Waterloo, IL, New Orleans, LA, and Memphis, TN. However, their family brewing history starts in Germany approximately 500 years ago. The Schorr-Kolkschneider brewery went out of business in 1939 in St. Louis.
Reverse on Glass (ROG) signs incorporate a process of putting advertising on the backside of glass. They are considered rare and valuable due to the breakage of glass over the years. The paint could peel off of the backside of the glass due to moisture, heat, and many other factors. Many pre-Prohibition signs were ROG’s but the process was still popular in the 1930’s-1950s.