There are many interesting things to learn about the history of brewing in America, especially the pre-Prohibition era brewers, for they are much more localized and entwined with regional culture. Among them was a giant, and it was brought down hard by tragedy, pinned to the earth by the temperance movement, only to briefly rise again and flourish before the birth of mega-brewers. The world lost true Falstaff beer long, long ago, but it’s story never loses fascination with those who grew up in the Lemp brewery’s shadow, or those who chase the allure of crafting and recapturing the flavors of old style, American beers.
Back in the 19th century German immigrants settled across the American midwest, bringing with them hardy work ethic and like all immigrants, a desire to prosper in a new land. Johann Adam Lemp of Gruningen came to the US in 1836, reaching St. Louis, MO in 1838. He began public life as a grocer, and brewed beer on the side. St. Louis in those days was known for two things: its Indian mounds (It was nicknamed “Mound City” in that era) and as a hub for settlers headed west. It would soon be known for beer, for Lemp along with the Anheuser-Busch collaboration and many others would take the German lager and pilsner recipes they’d learned in the Old World to use here, and Adam Lemp in particular was keen on using St. Louis’ many caves as the optimal cellar to age his beer. By 1840 Western Brewing Co. was established by Lemp and made him a brewing tycoon. The flourishing German population would soon join him in the city’s upper echelon, many of them brewers as well. By 1850 Lemp had a 100 barrel per year capacity.
Following in his father’s footsteps was William Lemp, a short, stout man who served in the Civil War as a Civil Guard, who took over for Adam. He built the classic Lemp Brewery by Cherokee street in 1864, which stands to this day. It could produce 12,000 bottles of beer a day using the caves beneath it and ice chopped from the Mississippi River to age the beer. By 1870 Lemp brewery was one of the top 30 largest brewers in the country. Lemp had a large mansion constructed near the brewery, with a tunnel going straight to it. In 1868 he installed the first refrigeration machine in an American brewery, and even expanded that idea to refrigerated railway cars, allowing Lemp beer to sell across the country. The Lemp family became involved and Western Brewing transformed into William J. Lemp Brewing Co. The Falstaff brand appeared in 1899 and by 1903 Lemp Brewing trademarked the Falstaff name and brand. Sir John Falstaff from Henry V was the brand’s inspiration, playing a comic relief in the somber tragedy.
William the elder enjoyed the help of his son William Jr., a fellow St. Louis Univ. Brewing major like his dad, but William Sr. had a special fondness for his youngest son Frederick. Frederick though was a sickly boy and died in 1901. This tragedy was the first to befall the Lemp family, and it led to the slippery slope that ended with the original Lemp company’s demise. After Frederick’s death William Sr. fell into deep depression. In 1904 he shot himself in the head inside the mansion. William Jr. took over but his ill-fated marriage to Lillian “The Lavender Lady” Handlan ended in bitter divorce, and William’s move to a house out in Meramec River country, where he neglected the brewery. Lemp was the 4th largest brewery in the country by that time, expanding into airborne delivery and manufacturing the near beer Cerva on the advent of Prohibition. In 1918 though it all came to a screeching halt. The Lemp family was torn asunder by scandal, the Temperance Union and Prohibition Amendment were eminent, sales dwindled and William Jr.’s lack of interest left the company without direction. With little warning the original Lemp Brewing Co. shut its doors and ceased production. More bloody tragedy followed, as William Sr.’s daughter Elsa, troubled by marriage problems and depression, shot herself in 1920. William Jr. sold the Falstaff brand to “Papa Joe” Griesedeck, a rival brewer, and the plant itself was sold to International Shoe Company.
The sale of the brewery, deaths of his brother, sister and father, divorce and demise of the family dream was too much for poor William Lemp Jr. In 1922 he shot himself right in his own office, where still hanging is a painting of his ex-wife. Brother Charles, the last of William Sr.’s children, killed himself also in 1949. The Lemp brand was bought from the surviving family members in 1945.
Falstaff on the other hand lived on via the Griesedeck family’s company, the Falstaff Corporation. In the dry spell of Prohibition, Falstaff made it by selling near beers like Hek, sodas and believe it or not, cured ham. Falstaff was even traded on the New York Stock Exchange, one of the few breweries to do so in that period. 1933 would be the year the dams burst, for Prohibition was ended and brewers could go back to selling their traditional product. Falstaff went on a buying spree, scooping up Omaha’s Krug, New Orleans’ National Brewery, Berghoff from Ft. Wayne, Galveston-Houston from Galveston, and El Paso’s Mitchell brewing. Falstaff’s first year post-Prohibition saw 150,000 barrels and tireless work by the brewery’s crew. In 1939 Papa Joe died and his son Alvin took over. Major league baseball team the St. Louis Browns carried Falstaff in their park, and announcer Dizzy Dean plugged the beer on his baseball broadcasts. The 1940s saw rapid expansion with mergers, plant construction and rising demand. By the 1950s Falstaff’s production was over 2.2 million barrels annually. By 1953 Falstaff was the 5th largest American brewer. Falstaff started sponsoring bowling teams and country music singers that time also.
The 1960s saw Falstaff reach its peak production limit: 4.9 million barrels a year, making it the 3rd largest brewery at that time. The Chicago Cardinals move to St. Louis, and it awas sponsored by Falstaff. Joseph Griesedeck took over the company after Alvin died in 1961, and the company entertained a merger with fellow giant Miller Brewing, but it never came to pass. It does, however, foreshadow what’s to come. In 1963 it introduced a pony keg called the Tapper, but its production costs outstripped sales and marked it as a failure. Undeterred the company also imported Amstel and opened the world’s first brewing museum, based in St. Louis. In 1966 Falstaff sales peaked at over 7 million barrels. Its sales beat St. Louis rival Budweiser by 50% on average. This was the mountaintop. Which means there’s only one place left to go.
Though Falstaff expanded into Pennsylvania by 1970, sales were down to 6+ million barrels, which with a loss of 1 million barrels, was quite a hit. It appointed black executives to lead its distributor in Louisiana, but racist backlash by white customers lead them to start drinking Schlitz and Dixie instead. Haray Carey become a Falstaff spokesman at this point, and the beer was sold at Chicago White Sox games. 1972 saw the company expand again, by purchasing historic Burgermeister and P. Ballantine, but its annual sales slid to 2.2 million barrels, an astonishing decline from its peak. Joe Griesedeck was voted out of the company’s leadership, ending the Griesedeck’s family’s control of the company, in 1972. In 1973 the San Jose plant relocated to San Francisco, and Falstaff dropped to the #8 spot of top brewers. Another product, Griesedeck Malt Liquor, failed to generate more profit. The San Fran plant would go away in 74, sold to General Brewing (S&P), which also scored a brewing contract with Falstaff to continue making the beer on the West Coast. Then Ballantine closed down. Signs of decline were clear by this juncture. Falstaff’s corporate structure had been up-heaved and it needed money. Paul Kalmanovitz, a Polish immigrant and head of General Brewing (aka S&P), started buying up Falstaff stock, and by 1975 owned the controlling share.
Under “Mr. Paul’s” direction, the rest of the corporate executives were dismissed, after payroll under the old guard had bounced at the bank, the St. Louis offices closed up, the museum shut up and advertising dwindled to a pittance. Falstaff was taken off the NYSE. Kalmanovitz’ actions incurred the wrath of Falstaff’s other shareholders, who led by Marvin Margolies sued Mr. Paul in 1976, accusing him of engineering a covert takeover by S&P and intentionally causing Falstaff’s value to plunge. Kalmanovitz’ next move, a bicentennial logo, contributed to a 20% sales drop. In 1977 the remaining St. Louis facilities closed down for good, leaving Anheuser-Busch the only game in town. The SEC dropped the hammer on Kalmanovitz in 1977, charging him with using his controlling shareholder position to mislead other investors. More lawsuits ensued, some against Kalmanovitz and General Brewing, some against Falstaff, and some from Kalmanovitz himself.
The 1980s saw Falstaff’s business and public image not associated with good beer and strong sales, but of lackluster plant production, job losses, slashed budgets, lawsuits left and right, and hardcore brewing consolidation. Kalmanovitz launched a campaign to buy out Pabst, but was blocked by another corporate shark, Irwin Jacobs, and he lost out to Russell Cleary of G. Heileman. Plants in Texas, Rhode Island and Omaha shut down, equipment was sent to China, and sales were only just hitting about $7 million per year. In 1985 Kalmanovitz finally bought Pabst (Along with it came Old Style, Lone Star, Schlitz and others), and put an emphasis on downsizing, instead of beer sales, to maximize shareholder value. The Ft. Wayne, Indiana plant hummed along, but it was known to be the least efficient (yet cheapest to run) of Falstaff’s breweries. Kalmanovitz died in 1987, and a war over his estate followed. By this stage Falstaff was all but gone, its production dropped to a shell of its former self, and the end was all too clear.
1990 saw the end of the Ft. Wayne plant, effectively ending Falstaff beer. It would decline to #10 of American brewers, but very quickly fell well below that. S&P Brewing would steadfastly dismantle its US brewing facilities, ship them to China, and gradually became a brewer-in-name only. Today S&P brands like Pabst, Old Style, Lonestar, Schlitz, and the rest are largely contract brewed, though some like Pabst have regained popularity with the 18-34 demographic, and have even won medals at beer tasting competitions. By 2005 Falstaff production, which only averaged 1,468 barrels a year by that time, ceased altogether.
Want to know more? Try these links (Several used as sources for this article):
Wiki – Falstaff Brewing Co.
Falstaff Brewing History
Wiki - The Lemp Mansion
Wiki - Lemp Brewery
Official Lemp Mansion