Smithson-McKay Brothers Block, 1890
A fine old beer advertisement. Apparently in the early 1930s Heidelberg dropped the female figure of Columbia from its advertising in favor of the "Student Prince" image, with beer stein, shown here. They dropped the "Alt" from their name in 1953 so this sign probably originated between the early 30s and 1953.
This sign can be difficult to see, tucked behind its neighboring building on a busy street with few sidewalks. But slow down and look to your left as you approach N. Russell Street heading south on N. Interstate. Stop in at the Widmer Brothers Gasthaus Pub or check out their state-of-the-art craft brewery in this historic neighborhood.