Dad's Root Beer 'Dietricious' Embossed Tin Sign, c.1960s

Story

The early 1960s sparked a revolution in the American beverage industry as the 'diet soda wars' began in earnest. Dad's Root Beer, a Chicago staple since 1937, introduced this specific 'Dietricious' branding to compete with the sudden rise of low-calorie options like Diet Rite and Tab.

Maker / Origin

The Press Sign Co. of St. Louis was one of the most prolific and respected manufacturers of metal advertising in the 20th century.

Condition & Value

The sign is in very good vintage condition with excellent color retention in the yellows and reds. There is minor oxidation and paint loss around the mounting holes and extreme edges, which is typical for its age. The central 'field' of the sign is remarkably clean, which is the primary factor in maintaining its value.