Preliminary identification
Photo reference
1 uploaded photo
Overview
This is a vibrant mid-century advertising sign for 'Brew 102', a legendary regional beer produced by Los Angeles's historic Maier Brewing Company. The sign features a classic 1950s blonde pin-up style woman holding a foaming glass of beer alongside the iconic slogan, 'Perfected After 101 Brews'. It represents a golden era of West Coast regional brewing before national conglomerates dominated the market.
Story
In post-WWII Los Angeles, Maier Brewing fought national giants with 'Brew 102', named because the recipe was supposedly perfected on the 102nd try. This sign captured the sunny, optimistic spirit of mid-century Southern California.
Maker / Origin
The Maier Brewing Company was founded in Los Angeles in 1875 and became one of the city's most resilient breweries, surviving Prohibition by making near-beer and soft drinks.
Condition & Value
The sign appears to be in good vintage condition with bright colors and minimal visible fading. There is minor rippling to the paper/cardboard substrate consistent with age and humidity changes. The frame shows light wear but has successfully protected the graphic face.
Full Research
Sold comps, value drivers, and venue guidance pulled from recent auction results.
Build on this identification
Layer in sold comps, value drivers, and venue guidance.
Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.
Best Venue
Specialty auction or a focused dealer with buyers already in this lane.
Signed example with light edge wear and original frame.
Comparable format with stronger provenance and cleaner surface.
Smaller related piece with visible craquelure and trimmed margins.
Period match with softer condition and weaker subject matter.
Close market lane comp with similar material and presentation.