Trommer's Near-Beer

Today's Photo of the Week takes us to Trommer’s Brewery at Bushwick Avenue and Conway Street. Brewery President George Trommer (right) is smashing a beer bottle to celebrate a new fleet of delivery trucks. George was the son of founder John F. Trommer, a German immigrant who worked as Brewmaster at Ulmer’s until 1897 when he purchased an existing brewery and changed the name to Trommer’s Evergreen Brewery. George took over the business when his father died, just one year after Trommer’s opening. By 1921 the location wasn't just a brewery, but a restaurant and hall that seated up to 1600 people. Concerts and cabaret shows were offered every night of the week. 

The passage of the 18th amendment closed or hurt breweries all over the city. Trommer’s was no exception. In an effort to save the business, George and his employees developed Trommer’s White Label “near-beer,” a low-alcohol drink with the taste of Trommer’s. Advertisements reminded customers “There never has been and never will be a law against quality” and boasted that White Label became “a balm to thousands of saddened memories.” White Label proved popular and was soon selling in over 950 locations. George expanded the brewery to accommodate the additional inventory, and in April 1933 the Brooklyn Daily Eagle speculated that Trommer's might be the largest near-beer manufacturer in the country. Despite the success, George was anxious to return to brewing. He was frustrated watching his industry die as bootleggers supplied his customers with an inferior product. When the 21st amendment was passed Trommer's began brewing immediately, supplying the people of New York with Trommer's they knew and loved. 

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