372. BALINTAWAK BEER, ca. 1937

People in pre-war Philippines would surely remember BALINTAWAK BEER, a beer brand that came to be, thanks to Japanese investors who pooled in funds to establish a beer factory in Polo, Bulacan. This was the Balintawak Beer Brewery, founded in 1937, which launched its BALINTAWAK Pilsener Beer to the local market, bottled in amber bottles similar to San Miguel’s, with paper labels.

BALINTAWAK BEER was supported with print and radio advertising, and early ads focused on the beer’s relaxing, comforting qualities that’s perfect for social entertaining.  The KZRM airwaves was filled with songs and music from featured performers like Alicia Garong, pianist Rafael Artigas, and even a  BBB Mystery Singer.

In 1938, BALINTAWAK BEER  added its ‘Black Beer’ version, the counterpart of san Miguel’s Cerveza Negra. Like San Miguel, BALINTAWAK BLACK BEER was positioned as the drink ideal for women for its health-giving attributes.

World War II put an end to the operations of Balintawak Beer Brewery, as the plant was taken over by the Japanese forces, along with San Miguel beer plant. BALINTAWAK BEER, however, continued to be available to Filipinos.

In the 1950s, San Miguel Corporation bought the Polo plant and converted BBB into their primary brewery for their world-renowned San Miguel Beer.

 Vintage Bottle collectors are always looking for BALINTAWAK BEER bottles today for their rarity, as many of their identifying paper labels have been worn away by time.

 SOURCES:

Graphic Magazines, 1937-1939 issues

Kasaysayan, Vol. VII.  "Prewar Pesos for Japanese Goods," Yu Jose, Lydia.