Friday 18 December 2009

Keeping fit the Fuller’s way

When my publishers were researching visuals for 1001 Beers (out in the spring when you can criticise the choices) they came across this wonderful image for Fullers (sic) — I presume it’s sometime between the 1930s and the 1950s, almost like a golden age of beer advertising. I seem to remember some information being released earlier in the year that beer is the best refresher after sport, so this ad is spot on in its beer advocacy. If I didn’t do my runs at 7am then I would be quite happy to rehydrate myself with a glass of Chiswick rather than my normal water.
PS don’t let the Daily Mail or Liam Donaldson see this, they’ll be livid and probably — in the spirit of New Labour’s love of apologising for everything that has happened in the past millenium — want Fuller’s to say sorry for tempting some of the leading athletes of the day to forgo all for a life of rack and ruin orchestrated by the demon drink and all its imperious imps (or not).


  1. Speaking of Fuller's, I notice a subtle change to the cover. Much better.

  2. Hmmm, isn't Erdinger still advertising its wheat beer as a 'Sports and Fitness Drink' ?
    (Granted, it's the alcohol-free version they tout as such. ;o>)

  3. I think its something to do with the sugars aiding the body to recover....I think!

  4. Just been reading the Victor Book for Boys from the 1970s and there’s an athlete in it, Alf Tupper, who trains on fish and chips (and I expect he had a sneaky Fuller’s when the cartoonists weren’t looking).

  5. Greetings from Fremont, California. I remember in 1977 someone telling me that beer was the most beneficial beverage to drink after a workout, because it gets water to the kidneys faster than anything else. Also, I have been an exercise nut my entire life: weight lifting, running, hiking, cycling. Most people seem to believe that you should be an athlete--or a beer drinker--but never both. I'm pushing sixty and still drink six beers before dinner, twice per week. The following morning I can easily get up and run five miles, with no ill effects. I find that six beers is optimum for attaining a nice buzz with no hangover. Running and weight-lifting seems to prevent residual effects of the beer. The High Stein of a beer club I found back in the'80's insisted that quality beer is like a food, full of nutritional ingredients muck like a vegetable soup. My girlfriend told me she has a good friend who is 64, weighs 76 pounds and drinks four beers every night. She seems to be thriving. And I'm sure she probably feels that way while drinking them. Cheers to all fellow beer drinkers around the world. And, if you don't consider yourself an athlete, you could be wrong. Getting up to grab another beer, and treks to loo--that is moderte exercise.

    Rex Kusler

  6. Hi Rex
    thanks for commenting
    jus come back from a freezing cold four mile run, and like you I had several beers last night (four to be exact) and no lasting ill-effects. It’s all about commonsense I reckon.