Rudolph J. Schaefer, Jr. ran The F. & M. Schaefer Brewing Company from 1927, through Prohibition and the Great Depression, until 1968. He published The Schaefer Story in 1980, 2 years before his death. The Schaefer Story is a 99 page dialogue detailing the history of the Schaefer family and brewery. It is the reason this blog exists.
Chapter IV of this blog is the full, first-hand Schaefer beer story told by RJS, Jr. It’s “Chapter IV” here because that’s what it was in the original text.
Rudolph was my great-grandfather. We all knew him as “Pie” do to someone – my dad I believe – not being able to pronounce “grampa” as a baby. I was only 10 when he died but my memories of him are vivid and warm. He was a great story teller and would gather all of his great-grandkids around to tell them about giants who lived on his property in Mamaroneck, NY. We all believed him because there was truth in everything he said and they were his stories, from his giant imagination.
His story telling shines through in the Chapter IV text just as his imaginative mind shows in the incredibly forward-thinking work he did with marketing, public relations and advertising during his tenure at the helm of the Schaefer success story, which happened to be a brewery. For those who feel marketing is “fluff,” or anything short of a major component of business, I would contend that Pie’s marketing acumen not only aided but was directly responsible for the success of The F. & M. Schaefer Brewing Company.
Please enjoy this blog responsibly.