I have noticed a few news items like this one on the idea of a ad campaign in the US for beer as a general product:
Anheuser-Busch Cos. is lobbying its competitors to support a marketing campaign that highlights the benefits and social value of what they all produce: beer. Drawing inspiration from campaigns such as "Got Milk?" the nation's largest brewer hopes strengthening beer's image will help the industry beat back a growing appetite for distilled spirits and wine.I have read of two of these sorts of campaigns. According to Pete Brown in his book Man Walks into a Pub there was such a campaign in the UK in 1933. He writes at pages 185 to 186:
The campaign had to raise the status of the product, so that it was important that "drawings of family groups should not depict a lower social order than that of a middle class family." The ads were signed off with the lign "Beer is Best". But surely the best posters, the ones that dais everything that ever needed to be said, were those that ran with a different three-word slogan of genius: "Beer. It's lovely!"I also have a book with a French poster from about 100 years ago saying that when you compare the extrait utile of milk, wine, cider and beer (collectively called the "hygenic beverages") la biere vient immediatment apres le lait. That has certainly always been my experience.