Bad Elf India Pale ale

Raise a Glass to Santa Claus

The legend of the man we call Santa Claus stems from Nicholas of Myra, a bishop of a small town in Greece during the 4th century. Nicholas was known for protecting children and, at least once, saving them from human traffickers.

Nicholas became St. Nicholas and, eventually, Santa Claus. In addition to becoming the patron saint of children, he became the patron of brewers. Santa Claus fell out of favor during the Protestant Reformation in favor of darker figures such as Krampus. But during the 19th century, Christmas regained its jolliness and Santa was on his way to becoming the jolly, pipe-smoking man in the red suit.

Advertisers have used Santa Claus to hawk a variety of products—including beer. The latter didn’t sit well with neo-prohibitionists, who persuaded policy makers to declare Santa off-limits to beer ads. The brewing industry fought back, and successfully argued that the bans violated the First Amendment. Ironically, many of the same states that banned products like Bad Elf India Pale Ale allowed a strong German lager named Samichlaus—can you guess what that means in English?—to be sold.

Maryanne, Paul, and Ludwig wish all of you a Merry Christmas and a Happy New Year!

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