Extraordinary antique breweriana collection of former Anheuser-Busch exec on tap at Morphy’s, Nov. 13-15

Jim and MaryBeth Fischer collection presents visual history of how 19th/20th-century American breweries promoted their products through exquisite signage designed by fine artists

DENVER, Pa. – Dan Morphy, founder and president of Morphy Auctions, takes pleasure in announcing the November 13-15 auction of one of America’s most exceptional private holdings of antique breweriana: the Jim and MaryBeth Fischer collection. Amassed over 50 years, the couple’s assemblage of rare and unique advertising and merchandising artifacts spans a significant 100-year period that began in the late 1800s, when fine artists and skilled craftsmen combined their talents to create pieces of incomparable and enduring quality.

The 1,416-lot auction is highlighted by many items that are either exquisitely rare or the only known examples of their kind. In addition to breathtaking antique signs of every imaginable variety from obscure, smaller breweries and great legacy brands, the auction lineup casts a wide net across many other types of beer-related collectibles. There are lithographs, chargers, serving trays, calendars, steins, clocks, historical awards and medals; and a fantastic variety of company-branded jewelry and premium items. 

The lifetime hobby that culminated in the Fischers’ awe-inspiring collection of antiques closely parallels Jim’s own career, which included many years in an executive role at the Anheuser-Busch brewing company in St Louis. It was there, Jim said, that his passion for collecting was taken to a whole new level. Later, when he moved on to establish his own software-development firm, there was no question as to how the walls of his corporate offices would be decorated, since the couple’s collection had already grown to the point that it adorned all three floors of their spacious home.

But then the unexpected happened. COVID arrived on U.S. shores. “The pandemic caused the closure of my physical corporate offices and we had to move much of that part of our collection to a commercial storage facility,” Jim said. After that, he and MaryBeth made the decision to send their collection to auction so that, in Jim’s words, “others could enjoy these great items as much as we have.”

Naturally, the collection includes a spectacular array of early Anheuser-Busch signs, led by an extremely rare reverse-on-glass corner sign. Marked on both sides with the patent date “December 13, 1892,” the 17¾- by 25¾-inch sign is in enviable condition, graded an unbelievable 9.0 out of 10. Exceptionally bright and displaying deep, rich colors, it is one of the most highly-prized pieces in the Fischer collection. The pre-sale estimate is $20,000-$40,000.

Another remarkable work of art is the large 3D self-framed plaster sign advertising “Anheuser-Busch Brewing Assn, St. Louis, Mo, USA.” Its fastidiously-detailed relief image depicts St Louis streets with horse-drawn beer delivery wagons and an Anheuser-Busch train. Mounted in its original wood-frame shadowbox, this pre-Prohibition piece dating to circa 1900-1910s is one of few known examples of its type. It measures 56¾ by 43 inches, is graded a condition 8.0, and will be offered with a $15,000-$30,000 estimate.

An important piece of Anheuser-Busch history is captured in a copyright-1879 lithograph promoting “Eberhard Anheuser Co’s St Louis Lager Beer.” Its main image is a profusely illustrated scene of cherubs in a beer garden, with a superimposed cartouche that depicts a large bottle of beer and the company’s bottling plant. The masterful artwork by Moritz Ulffers (German, 1819-1902) incorporates illustrations of the 1876 Philadelphia First Prize Medal and 1878 Paris Grand Gold Medal Brewer’s Award, both won by Anheuser. Sized 41 by 34 inches and in 7.75 condition, this accomplished artwork will cross the auction block with a $12,000-$24,000 estimate.

Just as Coca-Cola found success with its visuals of model Hilda Clark, Anheuser-Busch had a 19th-century brand ambassador known as “The Hostess.” Readily identifiable by her pink dress, The Hostess appeared in numerous advertisements, including a circa-1888 lithograph entered in the auction with a $10,000-$20,000 estimate. The litho is printed on a heavier-weight cardboard and mounted in a well-detailed mahogany and marbled-wood frame with a brass plaque marked The Hostess. Sized 62½ by 28 inches and graded 7.0 out of 10, its estimate is $10,000-$20,000.

The Fischer collection also contains the best of all known examples of a reverse-on-glass “label” sign for American Brewing Co., Saint Louis, that touts “The ABC Bohemian / Brewed from THE CHOICEST BOHEMIAN HOPS.” The colors and detail work on this 34 by 26½-inch sign are beyond compare. Its original oak and gilt frame is marked on verso to indicate that it is “free float mounted” and was “bees wax sealed.” A strong condition 8.75, this prized piece comes to auction with a $15,000-$30,000 estimate.

Issued by P. Schoenhofen Brewing Co., Chicago, a lithographed-cardboard advertising sign depicts a young woman in Tyrolean attire standing atop a mountain and removing a bottle of beer from her shoulder bag. Imprinted with the message FOUND IN HIGH PLACES / EDELWEISS BEER, this attractive, vibrantly-hued pre-Prohibition sign is copyrighted 1904 and graded condition 7.75. Estimate: $8,000-$16,000.

Busch-branded ceramics figure prominently in the collection and are topped by two stunningly beautiful hand-painted and gilded “pokals,” or celebratory vessels. One of them, a double-handled design in red with gilt trim, has main images of the Budweiser goddess with an eagle, and a maiden with an eagle, on Sides A and B, respectively. Hunting dogs and horses are seen in cartouches on its pedestal. A sensational turn-of-the-20th-century production, its condition is 8.5. Auction estimate: $15,000-$30,000.

Other company-branded ceramic rarities include a unique 1888 double-handled 5-gallon picnic jug, condition 9.0; and a possibly unique 1890s arboreal-form umbrella stand, condition 8.0. Both were crafted from brown clay at the St. Louis Sewer Pipe Co., and were personally commissioned by Adolphus Busch. Each carries a pre-sale estimate of $8,000-$16,000.

“The auction of Jim and MaryBeth Fischer’s incredible collection is destined to be one of the most exciting and memorable events in Morphy’s 20-year history,” Dan Morphy said. “Upon first seeing the collection, our team recognized its importance and felt a sense of pride being involved in the process leading to its auction. Every step of the way, they’ve been laser-focused on making sure the collection receives VIP treatment, from the way it’s presented in the hardcover catalog to how it’s displayed at the gallery. It is a literal time capsule documenting one of the most successful and important industries of 19th- and 20th-century America. We’re so grateful to Jim and MaryBeth for allowing us to be a part of their collection’s ongoing journey.” 

Morphy’s November 13-15, 2024 auction of the Jim and MaryBeth Fischer breweriana collection will be held live at Morphy’s gallery, 2000 N. Reading Rd., Denver, PA 17517, starting each day at 9 a.m. Eastern Time. All forms of bidding will be available, including absentee, phone and live via the Internet through Morphy Live. For questions pertaining to any item in the auction, to leave an absentee bid, reserve a phone line, or discuss consigning to a future breweriana auction at Morphy’s, call 877-968-8880 or email [email protected]. Visit Morphy’s online at www.morphyauctions.com.