“Save the ales”—a pun on “save the whales”—is a jocular saying that has been printed on many images. “Save the Ales” has been printed on T-shirts since at least 1994.
     
     
Google Books
On Tap New England:
The Beer Connoisseur’s Guide to Brewpubs, Restaurant Breweries, Craft Breweries, Cottage Breweries, and Brewery Inns
By Steve Johnson
Clemson, SC: On Tap Publications
1994
Pg. 57:
While the skippers down at the Bar Harbor docks are taking the tourists out to sea to view the humpbacks spouting, and then selling them souvenir bumper stickers with the rallying cry, “save the whales,” the owners of the Lompoc Cafe and Brewpub, just a couple of blocks inland, are doing what they can to “save the ales.”
 
15 December 1994, Los Angeles (CA) Times, “Humble T-Shirt Emerges to Make Bold Statement: Once just an ordinary piece of clothing, it now is a bearer of messages that range from the serious to the ridiculous” by Kathleen Williams, Ventura County Life sec., pg. 22, col. 3:
“Save the Whales” is a favored motto of the genre. This particular plea has been around long enough to produce spinoffs, such as “Save the Males” and the newly coined “Save the Ales,” although there is no indication what might be threatening malted liquor. Possibly tea drinking.
     
2 March 1995, Missoulian (Missoula, MT), “Microbrewers stewing over pub rules” by David Fenner, pg. 4:
Supporters of HB554, most sporting caps emblazoned with the message “Save The Ales, Free Montana Brewers,” promoted it as a free-enterprise, economic-development measure that would create jobs and increase demand for Montana-grown agricultural products needed to brew beer.
     
18 June 1995, Sunday News (Lancaster, PA), “Espresso beer competing for Best of Show” by Pat Johnson, pg. G12:
“I appreciate all beers,” said Matt, indicating his T-shirt with “Save the Ales,” across it.
 
25 May 1997, San Francisco (CA) Chronicle, “Brew pub puts its message in a bottle” by Edvins Beitiks, pg. B-4, col. 3:
That’s the way brewers look at it. They underline the way they feel with T-shirts slogans (“Just Brew It”) and bumper stickers (“Save the Ales”), and they put the holle to the product every chance they get.
 
Twitter
Julielyn
@julielyn
Bumper stickers seen on US 23: ‘I’d rather be home brewing’ and ‘Save the Ales’ :chuckle:
10:52 AM - 5 Oct 2008
   
Google Books
Title Save the Ales Beer Review Book: A Beer Tasting Journal, Logbook & Festival Diary & Notebook
Author Bowes Publishing
Edition illustrated
Publisher Amazon Digital Services LLC - Kdp Print Us, 2018
ISBN 1731318324, 9781731318329
Length 202 pages
 
Women.com
27 Beer Instagram Captions For Any Occasion
Elizabeth Jurek
Jun 14, 2018
(...)
Save the ales
     
Twitter   
Langham Brewery
@LanghamBrewery
Save the ales (and the whales…)
#justforfun #fridayfunny #FriYay #beerday #fridaybeerday
3:45 AM - 8 Feb 2019
 
Twitter
Upstream Brewing Company
@UpstreamBrewing
Save the Ales, and save our emails. https://subscribe.mainstreethub.com/email/e5af822f-8cb6-4510-b32e-261650e0ebf8 …
3:03 PM - 1 Mar 2019
 
Twitter
Luv Beer
@Luv_CraftBeer
All-Woman Brewery Brings Craft Beer to Kyrgyzstan: While bland imported lagers and watery local brews have long been the norm, Save the Ales is turning out its own homemade craft brews, borrowing ...
11:30 PM - 20 Apr 2019
 
(Trademark)
Word Mark SAVE THE ALES
Goods and Services (CANCELLED) IC 025. US 022 039. G & S: Shirts, hats, pants, socks, shoes, underwear, jackets. FIRST USE: 20030507. FIRST USE IN COMMERCE: 20030507
Mark Drawing Code (1) TYPED DRAWING
Serial Number 78288288
Filing Date August 16, 2003
Current Basis 1A
Original Filing Basis 1B
Published for Opposition August 31, 2004
Date Amended to Current Register July 25, 2005
Registration Number 3030816
Registration Date December 13, 2005
Owner (REGISTRANT) Tee-Bones, LLC LIMITED LIABILITY COMPANY COLORADO 4538 Addenbrooke Loop Castle Rock COLORADO 80109
Type of Mark TRADEMARK
Register SUPPLEMENTAL
Live/Dead Indicator DEAD
Cancellation Date July 20, 2012