A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from September 11, 2019
“Go for the gusto”

"Gusto” means “taste,” “liking” and “pleasure.” The word “gusto” was featured in many ads for Schlitz beer.

“The beer with the real gusto” was in a Schlitz ad in January 1962. “Grab for the gusto” was in a Schlitz ad in April 1970. “Go for the Gusto” was in a Schlitz ad in May 1975.


Wiktionary: Gusto
Noun
gusto
m (plural gustos)
1. taste (sense)
2. taste (flavour)
3. liking, preference, aesthetic preference
4. pleasure, enthusiasm
5. fancy, whim

Wikipedia: Joseph Schlitz Brewing Company
The Joseph Schlitz Brewing Company was an American brewery based in Milwaukee, Wisconsin, and once the largest producer of beer in the United States. Its namesake beer, Schlitz ( /ˈʃlɪts/), was known as “The beer that made Milwaukee famous” and was advertised with the slogan “When you’re out of Schlitz, you’re out of beer”. Schlitz first became the largest beer producer in the US in 1902 and enjoyed that status at several points during the first half of the 20th century, exchanging the title with Anheuser-Busch multiple times during the 1950s.

The company was founded by August Krug in 1849, but acquired by Joseph Schlitz in 1858. Schlitz was bought by Stroh Brewery Company in 1982 and subsequently sold along with the rest of Stroh’s assets to Pabst Brewing Company in 1999. Pabst now produces the recently relaunched “Schlitz Gusto” beer and Old Milwaukee.

Newspapers.com
14 September 1937, The Evening Telegram (Rocky Mount, NC), pg. 10, col. 1 ad:
YES of course that glass of SCHLITZ you raise to your lips with so much gusto has been aged to the peak of mellow-ripe perfection

31 January 1962, The Daily Advertiser (Lafayette, LA), pg. 6, col. 5 ad:
TRY SCHLITZ
ON DRAUGHT
THE BEER WITH THE REAL GUSTO

Newspapers.com
8 February 1968, The Pantagraph (Bloomington-Normal, IL), pg. 24, col. 5 ad:
Full glass of gusto from handy 7-oz. bottle.
(...)
Enjoy real gusto in the great light beer.
(Schlitz beer, from Breen Beverage.—ed.)

5 April 1970, Los Angeles (CA) Times, West magazine, pg. 14 ad:
So grab for the gusto.
(Schlitz beer.—ed.)

Newspapers.com
21 January 1971, Chicago (IL) Tribune, sec. 3, pg. 5, col. 1 ad:
Schlitz
Six-Pack

It’s the beer with GUSTO.
(Walgreens.—ed.)

21 January 1974, Honolulu (HI) Star-Bulletin, “On the Air” by Phil Mayer, pg. A-14, col. 1:
ALTHOUGH “GUSTO” is a dumb word, the Schlitz beer commercials which are each which are each romantic little essays on camraderie (OK, that’s a dumber word too) are among the most interesting things on TV.

27 January 1974, Hattiesburg (MS) American, pg. 4E, col. 4 ad:
You only go around once in life.
So grab for all the gusto you can.
Even in the beer you drink.
So why settle for less?
(Schlitz beer.—ed.)

Newspapers.com
8 November 1974, The Morning News (Wilmington, DE), pg. 31, col. 1 ad:
Taste the Gusto life.
Life only happens once. You get no second chances. So you go for all the gusto there is. Sometimes you can even taste it.
(Schlitz beer.—ed.)

23 May 1975, Lincoln (NE) Star, pg. 24, col. 2 ad:
The new Schlitz half-case. Another smart reason to go for the Gusto. Or don’t go at all.
(Schlitz beer.—ed.)

5 June 1975, Knoxville (TN) News-Sentinel, pg. 28, col. 5 ad:
Go for the Gusto. Or don’t go at all.
(Schlitz beer.—ed.)

OCLC WorldCat record
Go for the gusto : recognizing the leadership in you
Author: Bernadette Young
Publisher: Chicago, Ill. : Young & Associates, 1984.
Edition/Format: Audiobook on Cassette : Cassette recording : English

OCLC WorldCat record
Go for the Gusto: Put Zest Back In Your Job.
Author: Roger Neugebauer
Edition/Format: Article Article : English
Publication: Child Care Information Exchange, n51 p11-14 Sep 1986
Summary:
Offers tips and techniques for avoiding job burnout and managing stress in child care centers. (HOD)

OCLC WorldCat record
LATIN BEER MARKETS GO FOR THE GUSTO
Publisher: New York, N.Y. : Global Information, Inc., c1987-
Edition/Format: Article Article : English
Publication: Global finance. 15, Part 2 (2001): 45-46

YouTube
Schlitz Beer 1970s TV commercial
robatsea2009
Published on Sep 8, 2011
Go for the gusto, or don’t go at all! A vintage late 1970s television ad for Schlitz Beer.

OCLC WorldCat record
Go for the gusto: Buy a lift/table combo
Edition/Format: Article Article : English
Publication: FINE WOODWORKING, no. 237, (2013): 51

YouTube
Schlitz Beer ‘Boxer Gusto’ Commercial (1977)
Bionic Disco
Published on Mar 8, 2014
“If you don’t have Schlitz, you don’t have gusto.”
Schlitz beer commercial featuring a boxer and the gusto jingle. Spot aired November, 1977.
*Visit BionicDisco.com for 1970s pop culture fun.*

YouTube
Schlitz Beer Radio Commercial - “Go For The Gusto” Ad - 1970
Ellis Feaster
Published on Oct 24, 2016
Schlitz Beer Radio Commercial - “Go For The Gusto” Ad - 1970

Posted by Barry Popik
New York CityFood/Drink • Wednesday, September 11, 2019 • Permalink