My group is studying advertising in American culture. More specifically, I am exploring alcohol advertising and what it can teach us about American culture, identity, and stereotypes. The New York Historical Society has a variety of breweriana located in The Luce Center, including mugs, paperweights, trays and bar decorations, usually with the name of a brewery on it. These items are mostly from the turn of the century, and tell a much different story than the alcohol advertisements of today. Old breweriana often depict large red brick breweries, or detailed artwork with little other information than the name of the brewery to persuade the potential buyer. These ads are modest in comparison to the mass-market advertising of large breweries of today. Modern ads bombard people from many angles: sporting events, television, radio and even on public transportation. As larger breweries with big budgets started advertising, smaller local breweries could not compete. Considering the great importance of beer in American society throughout it’s history, it isn’t surprising that modern alcohol companies spend almost 2 billion dollars a year advertising in the United States.