Last summer I went to the Harry Viner auction in La Crosse and while looking at the various items to be sold off I spotted a Peerless Beer sign for Ed's Cigar Store (see photo at left). Peerless Beer was the signature brew made by La Crosse Breweries (the former Michel Brewery) which closed in 1956. A check of La Crosse city directories found that Ed's Cigar Store was run by Edward Langhofer from about 1954 to 1958 at 323 Main St. in downtown La Crosse. I thought the sign was cool in relation to La Crosse's business history so I snapped a photo of it and went on my way, not giving it much more thought. Several months later I was surprised to see what had to be the same sign (see photo at right) gracing Shooter's Bar at 120 Third St. S. in downtown La Crosse with Shooter's replacing the Ed's Cigar Store part of the sign. I find it somewhat odd to use a beer that was last made over 50 years ago to advertise one's business but I suppose Shooter's owner is a history or brew buff and wanted to bring the sign back to life. Being a local history buff myself, I tip my hat his way for showcasing a bygone part of La Crosse's history and not letting it collect dust in storage as it had been doing.
Friday, February 8, 2008
From Auction Block to City Block
Last summer I went to the Harry Viner auction in La Crosse and while looking at the various items to be sold off I spotted a Peerless Beer sign for Ed's Cigar Store (see photo at left). Peerless Beer was the signature brew made by La Crosse Breweries (the former Michel Brewery) which closed in 1956. A check of La Crosse city directories found that Ed's Cigar Store was run by Edward Langhofer from about 1954 to 1958 at 323 Main St. in downtown La Crosse. I thought the sign was cool in relation to La Crosse's business history so I snapped a photo of it and went on my way, not giving it much more thought. Several months later I was surprised to see what had to be the same sign (see photo at right) gracing Shooter's Bar at 120 Third St. S. in downtown La Crosse with Shooter's replacing the Ed's Cigar Store part of the sign. I find it somewhat odd to use a beer that was last made over 50 years ago to advertise one's business but I suppose Shooter's owner is a history or brew buff and wanted to bring the sign back to life. Being a local history buff myself, I tip my hat his way for showcasing a bygone part of La Crosse's history and not letting it collect dust in storage as it had been doing.
Subscribe to:
Post Comments (Atom)
1 comment:
Excellent find! It's great so see that the sign is getting a second life. And you couldn't have told that story if you hadn't snapped that first picture at the auction. Very cool.
Post a Comment