CLOSE
Bettmann/CORBIS
Bettmann/CORBIS

A Brief History of Billy Beer

Bettmann/CORBIS
Bettmann/CORBIS

When the national press descended on Plains, GA, during the 1976 presidential campaign, the journalists were looking for some insight into Democratic challenger Jimmy Carter’s character. They found something even better: Carter’s hard-drinking younger brother, gas station owner Billy.

The media quickly fell in love with the bespectacled, beer-chugging younger Carter. Billy’s Southern-fried buffoon character and over-the-top friendliness provided the perfect counterpoint to his brother’s earnest demeanor, and his wit kept the press stocked with sound bites like, “I got a red neck, white socks, and Blue Ribbon beer."

In 1979, the Associated Press described Billy as a “professional redneck,” and that’s a pretty accurate assessment of Billy’s activities in the early years of his brother’s presidency. He basically traveled the country drinking beer, making event appearances, and cashing checks. His most notable project, though, has to be the beer that bore his name.

The Birth of Billy Beer

Image credit: Flickr user Fred Abercrombie

As Billy Carter’s odd, beer-swilling star was rising, the venerable Falls City Brewing Company’s fortunes were fading. Louisville-based Falls City had enjoyed a good deal of success as a regional brewer since its 1905 founding, and the company even managed to prosper during Prohibition by making near beer and soft drinks. By 1977, though, the small brewer was having trouble competing with national brands, and its most recent attempt to win back some market share, a light-bodied beer called Drummond Bros., hadn’t buoyed the company’s prospects much.

Falls City didn’t want to simply fade into oblivion, so in 1977 the company approached the country’s most visible drunken redneck about forming a partnership. Never one to turn down free beer or an easy buck, Billy agreed to market his own brand of beer.

The exact terms of the partnership weren't clear, but various sources reported that Carter received $50,000 a year to license his name and provide promotional services. Billy also got to pick the beer; Falls City brewed up a set of test batches and let him choose the one he thought was the tastiest. Carter had high expectations for the project and even joked, “Maybe I'll become the Colonel Sanders of beer.”

It seems funny now that Billy Beer is an infamous failed brand, but Falls City had a major problem to address before it started making Billy Beer. The brewers correctly surmised that a beer endorsed by the President’s black-sheep brother would become a national sensation, and it would be impossible for a regional brewery like Falls City to meet so much demand. To sidestep this problem, Falls City licensed the Billy Beer brand and formula to three other regional breweries: Minnesota’s Cold Spring, Texas’ Pearl Brewing, and New York’s West End. Billy Beer was set to get the entire nation quotably tipsy.

Billy-mania Begins

Billy Beer drew an enviable amount of national attention when it debuted in November 1977, and Jimmy Carter’s supporters and detractors alike rushed out to buy a six-pack of the novelty cans. The 12-packs even came emblazoned with a photo of Billy and his buddies enjoying frosty cans of the brew. Each can – the only format in which the beer was offered – bore Billy’s signature and the promise “I had this beer brewed just for me. It’s the best beer I’ve ever tasted. And I’ve tasted a lot.”

This revelation might shock you, but Billy Carter – the same Billy who later registered as a foreign agent of the Libyan government and accepted a six-figure “loan” from Colonel Gaddafi – wasn’t being entirely honest about his beer’s smooth taste. Most contemporary drinkers felt it was apparent that Falls City had put more thought into the marketing plan than the brew itself, and even Billy would later jokingly describe Billy Beer as the reason he quit drinking.

Of course, even if the beer had been nectar, the brand had another major hurdle to clear: Billy Carter. Hiring a highly quotable, frequently drunk attention hound turned out to be a questionable decision for Falls City. Billy had a habit of attending promotional events for his beer and parroting the company line about how delicious he thought it was, only to later get sloshed and admit to reporters that he still drank Pabst Blue Ribbon at home. That’s about the best summary of Billy Beer that we can find; it was so noxious that not even Billy Carter would drink it.

Falls City had survived Prohibition, but it couldn’t survive Billy Beer. The brewers quickly learned that it’s hard to make a lasting profit on a product that tastes so bad nobody wants to buy it a second time. In October 1978, Falls City announced that it was closing its doors after less than a year of cranking out the first brother’s suds. The brewery’s president said that the fortunes of Billy Beer "sank with the popularity of the President," but many media sources, including Time, pinpointed the beer’s crummy quality as the true reason for its downfall.

Wisconsin’s G. Heileman Brewing Company acquired Falls City’s non-Billy brands and continued to bottle them at other breweries. Reynolds Metals bought 9 million unfilled Billy Beer cans and melted them down, and Billy Carter left the beer industry.

Billy Hits the Secondary Market

This unceremonious death should have been the end of Billy Beer, but the short-lived fad caught a second wind in the early '80s. What caused Billy’s resurgence? Americans became thoroughly convinced that their unopened cans were 12-ounce gold mines.

At some point in 1981, classified ads began popping up in newspapers around the country offering $1,000 for any unopened sixers of Billy Beer. Anyone who was sitting on some unopened Billy Beer became ecstatic about turning horrid beer into big money. A week or two later, the same papers would run classified ads from someone who wanted to sell their Billy Beer for a mere $200 a sixer, a discount of 80-percent off of its “true” value!

This scam should have been fairly transparent, but it fooled a lot of people. Cans of Billy Beer became the booze-filled Beanie Babies of their day. By the time Ronald Reagan moved into the White House, people were convinced that their cans of crummy beer were more valuable than stock certificates. In December 1981, The New York Times ran a letter to the editor from a can collector who tried to explain that, no, these common cans weren’t precious commodities. He pegged the value of a can at somewhere between fifty cents and a dollar. Two weeks later, the Times ran a rebuttal letter that stridently decried the collector’s point and declared, “I wish to put the matter to rest by informing your readers that I was personally offered $600 for one unopened can.”

If that story is true, we hope the letter writer took the deal. As anyone who collected baseball cards in the '80s can tell you, Billy Beer perfectly fit the mold for a worthless collectible. It was made in giant quantities. Hordes of people had speculatively saved some. It had no intrinsic value. Rumors of the beer’s value persisted throughout the decade, though, and sellers found suckers, er, customers from time to time. In 1988 the Times even reported on a West Virginia couple who had bought a sealed case for a mere $2,000.

That poor couple probably wishes it had its money back. Although the “Billy Beer is valuable!” myth hasn’t totally died, the cans’ aren’t exactly demanding a king’s ransom on today’s collector’s market. A quick perusal of recent eBay auctions shows that an unopened can of Billy Beer tops out at around $10, while a six-pack might fetch $15-25. On the plus side, the beers probably don’t taste appreciably worse than they did in their 1978 heyday.

nextArticle.image_alt|e
Screenshot via Mount Vernon/Vimeo
arrow
History
The Funky History of George Washington's Fake Teeth
Screenshot via Mount Vernon/Vimeo
Screenshot via Mount Vernon/Vimeo

George Washington may have the most famous teeth—or lack thereof—in American history. But counter to what you may have heard about the Founding Father's ill-fitting dentures, they weren't made of wood. In fact, he had several sets of dentures throughout his life, none of which were originally trees. And some of them are still around. The historic Mount Vernon estate holds the only complete set of dentures that has survived the centuries, and the museum features a video that walks through old George's dental history.

Likely due to genetics, poor diet, and dental disease, Washington began losing his original teeth when he was still a young man. By the time he became president in 1789, he only had one left in his mouth. The dentures he purchased to replace his teeth were the most scientifically advanced of the time, but in the late 18th century, that didn't mean much.

They didn't fit well, which caused him pain, and made it difficult to eat and talk. The dentures also changed the way Washington looked. They disfigured his face, causing his lips to noticeably stick out. But that doesn't mean Washington wasn't grateful for them. When he finally lost his last surviving tooth, he sent it to his dentist, John Greenwood, who had made him dentures of hippo ivory, gold, and brass that accommodated the remaining tooth while it still lived. (The lower denture of that particular pair is now held at the New York Academy of Medicine.)

A set of historic dentures
George Washington's Mount Vernon

These days, no one would want to wear dentures like the ones currently held at Mount Vernon (above). They're made of materials that would definitely leave a bad taste in your mouth. The base that fit the fake teeth into the jaw was made of lead. The top teeth were sourced from horses or donkeys, and the bottom were from cows and—wait for it—people.

These teeth actually deteriorated themselves, revealing the wire that held them together. The dentures open and shut thanks to metal springs, but because they were controlled by springs, if he wanted to keep his mouth shut, Washington had to permanently clench his jaw. You can get a better idea of how the contraption worked in the video from Mount Vernon below.

Washington's Dentures from Mount Vernon on Vimeo.

There are plenty of lessons we can learn from the life of George Washington, but perhaps the most salient is this: You should definitely, definitely floss.

nextArticle.image_alt|e
Darren McCollester/Newsmakers/Hulton Archive/Getty Images
arrow
Pop Culture
11 Famous Men Who Used to Be Cheerleaders
Darren McCollester/Newsmakers/Hulton Archive/Getty Images
Darren McCollester/Newsmakers/Hulton Archive/Getty Images

When cheerleading was “born” on November 2, 1898, it looked a lot different than it does today. There were no tiny outfits, no wild stunts and—surprise!—no women. University of Minnesota student Johnny Campbell rallied a football crowd with the ad-libbed cheer, "Rah, Rah, Rah! Ski-u-mah, Hoo-Rah! Hoo-Rah! Varsity! Varsity! Varsity, Minn-e-So-Tah!” and unwittingly became the father of cheerleading. (The school, by the way, still uses Campbell’s original cheer to this day.)

Soon after Campbell’s performance, the University of Minnesota organized a six-man “yell squad” and other colleges followed suit. Women didn’t really enter the picture until 1923. Although male cheerleaders are the minority today, there was a time when they were the vast—and loud—majority. Here are 11 famous examples of them.

1. GEORGE W. BUSH

Future president George W. Bush wasn't just a cheerleader at Phillips Academy in Andover, Massachusetts in the 1960s: he was head cheerleader. And he’s in good company ...

2. AARON SPELLING

Aaron Spelling may have made his name behind the scenes as one of television's most prolific—and successful—producers, but he was front and center when he was head cheerleader at Southern Methodist University.

3. JIMMY STEWART


Getty Images

Iconic actor Jimmy Stewart was also head cheerleader during his tenure at Princeton.

4. DWIGHT D. EISENHOWER

When he was no longer able to play football at West Point, Eisenhower decided to continue supporting his team by cheerleading instead.

5. FRANKLIN D. ROOSEVELT

FDR cheered for Harvard football in 1904, notably rallying the crowd for a particularly heated game against Brown.

6. SAMUEL L. JACKSON

Samuel L. Jackson lent his legendary voice to the squad at Riverside High in Chattanooga, Tennessee.

7. STEVE MARTIN


NBC Television/Courtesy of Getty Images

Steve Martin tried to write cheers for the squad he was on, but has said “Die, you gravy-sucking pigs” didn’t go over too well.

8. TRENT LOTT

Former Mississippi senator Trent Lott was a cheerleader at Ole Miss.

9. RONALD REAGAN


Public Domain, Wikimedia Commons

Ronald Reagan cheered on his basketball team at Eureka College in Illinois.

10. AND 11. KIRK DOUGLAS AND MICHAEL DOUGLAS

Before he was an actor, Kirk Douglas honed his performance skills as a cheerleader at Amsterdam High School in Amsterdam, New York. As with acting, Kirk's son Michael also followed in his dad's footsteps in cheerleading; he was on the squad at Choate.

SECTIONS

arrow
LIVE SMARTER