Rudolph J. Schaefer, Jr. was my great-grandfather. We knew him as “Pie.” In 1980/1981, about a year before his death, he published “The Schaefer Story”. It’s a written account of his family – the Schaefer family – from 1752 in Wetzlar, Germany through May, 1981 in the suburbs of New York City. The foreward is from July, 1980 but there are notes included from 1981 – making me think there were some additions after the original writing. There are a total of 5 chapters in The Schaefer Story. Chapter IV is currently the only chapter included here due to the fact that it presents the entire Schaefer Beer story – it’s the public side of The Schaefer Story and the side that will be interesting to beer historians, fans of beer and all Schaefer People. Chapter IV is also a first-hand account from the man who ran the brewery from 1927 to 1968. The other 4 chapters touch on the brewing business but are more about the life of R.J. Schaefer, Jr and his family before him. We’ll see how it goes with Chapter IV before getting into the other chapters. At the very least I will add some brewery-specific excerpts from those chapters.
The text was tape recorded by RJS, Jr. and transcribed by Mary C. O’Connell, which was her profession. As a result the text tends to ramble, tack, jump and jibe. Chapter IV is 10,760+ words and there was no breakdown in the original text. My intent in rewriting The Schaefer Story is to stay as close to the original text as possible. Therefore, in lieu of inventing my own break down, re-chaptering, etc. I’ve chosen to simply break Chapter IV into 4 sections of somewhat equal length. So, if you intend on coming back to it, keep tabs on the section you’re reading.
Any comments, additional info, critique, etc. is welcome and is a major contributor as to why this is in a blog format. Also, from what I know of Pie, as a creative and forward-thinking marketing mind, I think he would have embraced the digital age, social media/networking, etc. and would enjoy reading The Schaefer Story on the web.
As the blogger, I am simply trying to preserve the history of The F. & M. Schaefer Brewing Company which, after becoming somewhat intimate with the text, transcends the history of just one brand of beer and enters into the realm of the history of the brewing industry, and maybe industry in general, from 1842 through Prohibition and into 1981 – 139 years in all. Within and throughout the text you’ll notice highlighted links to other web pages/sites. Hopefully these links will help paint a bigger, broader picture of the story.
There is much more to come in this story – both from the original text and other on- and off-line sources. Max’s Diary was just added – Maximilian’s (the M in F. & M.) personal diary from his Wetzlar, Germany to NYC voyage. In fact, the story is still developing. Schaefer is still a brand, now owned by the Pabst Brewing Company, and is still America’s oldest lager. I’ve setup a Twitter channel where I try to share small bits of Schaefer history, aggregate and share what others are saying about Schaefer, etc. If you are “Schaefer People,” following @schaeferstory on Twitter will be a good way to stay in, and become part of, the story.
Enjoy and please bring your comments.
HEADER PHOTO: Thought a shot of the old Ebbets Field scoreboard would be an appropriate header image for baseball season.
Started in 1949 in Local 59 to wherever they sent me…mostly Budweiser in Westbury…and for Schaefer I was an employee from 1951 till 1982… started in Brooklyn as a yard truck jockey and left as a delivery man . Early days in Brooklyn we had two “Steinewitz” bars open for a half hour in those days… our foreman was called “Shakey Joe”.
I still remember to this day the big “beer strike” in 1949 that hit NYC… I did picket duty on the waterfront…
After Brooklyn I moved up to Westchester County operations and delivered beer until 1982, working as a driver.
Thank you for your efforts on this website… still Schaefer People.
Thanks so much, Ed. You’re the kind of people I was hoping would find this blog. The Schaefer Story just got much richer.
All the best,
Bill
Thank you for your informative blog!
3 years ago I met my future brother in law. The first question I ever asked him was “what’s your favorite beer?” he promptly replied “Schaefer”. Being in his early 20′s and living in Minnesota, he never actually tried Schaefer beer, but liked the fact that they shared a common name. And he was quite familiar with the Schaefer beer history.
They’re getting married in June, and being a homebrewer, I’d love to take a stab at brewing the lucky couple a batch of Schaefer beer. I know they’d love it because they thouroughly enjoy history. After extensive searches online, I can’t find any references to any Schaefer beer recipes.
I’d much appreciate any recipe help with making a Schaefer beer for their wedding!
Thank you,
Josh Mahoney
Hey Josh –
Cool idea. Unfortunately we do not have the original recipe but I can check with some family members. If he’s never had Schaefer you may be ok with any light lager recipe. Miller has been brewing Schaefer for Pabst for a number of years so the original recipe is no longer in use – and probably hasn’t been for decades.
I would go with a brown bottle and get some unused Schaefer labels from Ebay. Just go to ebay.com and search for “Schaefer Beer labels” – just checked and there are a bunch on there. In the meantime, I’ll check for that recipe.
Thanks for getting in touch!
THANKS! I am working on some family genealogy and the story has entwined itself with the Frederick Schaefer family. Your site has been of great interest, and also provided some valuable information. Here is an obscure link the Will of Max Schaefer. It gives a glimpse into the family workings and names in 1923.
http://www.rootsweb.ancestry.com/~cannf/unknown_wills_rudolphschaefer.htm
My father was a salesman for the company following a letter he wrote to the company while in combat during WWII. He retired as a regional sales manager. I witnessed much of the growth of the company with the traditional dinner table conversations over the years. I got to sail on Mr. Schaefer’s yacht “WERLOU” and on the replica “AMERICA”. My brother got to deliver a case of beer to California in the late ’60′s because of a letter requesting a 25th anniversary surprise of a case of beer were it wasn’t sold, sent to Mr. Schaefer, and his request that my dad “take care of this”. When there was an issue with insurance coverage for teenage drivers of the company car, somehow the problem got mentioned to Mr. Schaefer who told someone responsible for insurance to “take care of this”.
Schaefer son William (Billy) was being shown the details of the family business in the mid ’60′s and his time with my dad ended with dinner at the house with the family. He held the chair for mom and helped clear the table after dinner and knew his way around the sink and loading the dishwasher. Perhaps there is no better proof to the way the company was run then to appreciate the way the “Boss’s” kids were raised.
I met a young Schaefer woman in Nashville at a Cajun Restaraunt on night. We spoke for approximately 20 minutes about her family business. She was one of the most interesting people I have ever met. I do not remember her name anymore but I can certainly see why the history of Schaefer Beer is so interesting and I can also see that the Schaefer Family kindness has been passed down to another generation. Big Fan!
(It probably didn’t hurt that she was beautiful as well!)
What a great blog– my dad & grandfather & uncle worked for Schaefer. Dad got my g’father’s union book after he died during WW2. My dad spoke very warmly and respectfully of Rudy Schaefer. He wound up in management and left when the company was sold to Busch.
My Grandfather worked and retired from Schaefer Brewery. I still has his employee ID card. He also lost his leg in an accident at the brewery. While recovering, Schaefer gave him a small settlement and would pay for his wooden prosthetic until he turned 75. My Grandfather returned to work when he recovered. My Grandfather used to visit hospitals and encourage other people who lost a leg that they could live a full and happy life, including dancing. My Grandfather lived until 82 years old and without question, Schaefer continued to pay for a new prosthetic leg every year until he passed away. I also have a half wooden barrel, that hangs on the wall and holds Schaefer glasses, that I believe he received when he retired or when he reached a certain number of years working for the company. I also have Schaefer serving trays. My Grandfather was proud to work for this company. He worked the night shift and I stayed over every Friday night and waited up until he returned home. My grandparents lived in Woddhaven Queens and I miss them everyday.
what ever happened to frederick schaefer jr b 1845 he married my great grand aunt elizabeth euler know as lizzie i have a family photo of him if your interested
Hey Robert – I’m from the Maximilian (Frederick Sr’s brother) side, so I’m not sure but I’ll look into it and see what I can find.
I enjoyed the site and just wanted to add a bit of Schaefer trivia. In 1978 I worked as a stained glass artist and developed a technique for cutting bottles and creating 3D objects using traditional Tiffany copper foil methods. I used 12 oz. and 32 oz Schaefer bottles (they were beautiful) to create a lamp that won first prize (in crafts) in the Washington Square Outdoor Art Show. I went on to law school but the Schaefer lamp remains one of my prize works of art.
Awesome! Do you have any pictures?
Like his father before him, my husband worked for the brewery as a keg man for twenty years. Always he spoke with the greatest respect for Rudy Schaefer. Rudy, apparently, wasn’t the typical head of a successful company. Sometimes he would visit the yard on Kent Avenue. Knowing the men and their families by name, and that he took the time to talk to them, clearly impressed my husband. Rudy Schaefer wasn’t an average man but he didn’t forget the average man.
Wow, Kathy. Thank you – VERY nice to read your words.
Just found your site. What fun! I will forever remember my times at 1 Bay Avenue!!!
Hollis Chesley Annibale
Named my son Maximilian Emile…after our Grandpa Schaefer as well as the ‘ originals.’ We have enjoyed the printed copies of this history, as well as the photos, made available to us by Jan Schaefer ( a.k.a “Aunt Jan” who was known for her sweet attention to our Grandma Helene Schaefer which included and was not limited to peach roses ). Thank you for creating a blog! Helene Chesley Purdy , Hamilton, VA
Do you know why schaefer beer split max’s family seemed to take over and frederick’s dropped out edward went to banking george and albert drifted away theresa left even his daughter went back to germany
would you like a picture of frederick jr was in my family album
Would love one! You can email it to schaeferstory@gmail.com
My parents worked for Janet and Rudolph Schaefer at their house in Mamaroneck from 1970-1974. We lived above the garage. My most vivid memories involve Christmas at the house, a trip to the yacht and the dogs.
That’s cool, Tom. I was at that house once; probably around 1980. What did your parents do there?
Thanks,
Bill
Actually, it was ’71-’75. We came from Yugoslavia and my parents’ first jobs in America were as a domestic couple.
After serving in VietNam in 1967, I was fortunate enough to become a Schaefer beer salesman, in Manhattand and later Long Island, from 1968 – 1974. My first branch manager was Des O’Connor in the office on Williamsbridge Road in the Bronx. Pilar and Ellie were office staff there. Reporting to Des were District Sales Managers Tommy Hutchinson, Frank Green, Jack (a super guy) , and Joe O’Rourke. Later, I reported to Eddie Brown and then Ralph Cassanova. Back then, Schaefer salesmen were required to wear not only suit, white shirt, and tie, but a hat as well. I was a charter member of Schaefer’s President’s Club for sales excellence and received a personalized world series sized ring as an award.
Among my proud possessions is a vintage can of schaefer that was cream in color with a red logo along with the slogan “Our hand has never lost it’s skill. I also have a copy of the company magazine, “Foam,” with my picture on the cover. Also, I have a “boat clock” and a pie sized Schaefer branded thermometer, each in like new condition as I treasure them.
Schaefer people, as well as Schaefer training, were nothing but the best. I got my start from a senior salesman, Paul Dawson. I am fortunate to have followed Paul as he was the best. Wonderful, wonderful folks worked for Schaefer; I know that the good people were a reflection of the boss, Rudy Schaefer. Needless to say, I much appreciate the start I received at Schaefer as well as the many, many, fond memories I hold.
Joe Anderson
Wow, Joe! Thank you so much for sharing. You’ve added some really cool pieces to The Schaefer Story.
I found this site trying to research my family history. My great-grandmother was Theresa Nohe-Benz. Her mother’s name was Wilhelmina Schaefer. She came to America from Germany in 1889 and lived with a Schaefer family in Brooklyn, NY. I was told that the family she stayed with was the Schaefer’s of Schaefer Brewing. I would greatly appreciate if you had any information that would help my search.
Thank you for your time,
Barbara
Thanks for touching base, Barbara. I’ll dig into this and let you know what I find.
Happy New Year,
Bill
I look forward to hearing from you.
Happy New Year to you,
Barbara
Bill: thanks so much for this wonderful tribute to a brewery that was pretty good to my family over three generations. I was hired as an 18 year old merchandiser in Broolkyn in 1975 and worked through college. My aunt Conne worked in the corporate offices on Madison Ave for J. Morris. My dad, two uncles, grandfather all worked there too in different functions. Thanks for the memories. We all talk about our Schaefer days.