Ethel M. Richardson, "LONG FORGOTTEN DAYS." (1928) via The Sketch Guinness advertisement 1938
Although this object itself has but a loose link to Irish brewing history it is still an important link, as it could and should be seen as a tangible part of the porter export trade from this country, and particularly from its biggest brewery – that of the Guinness enterprise in Dublin. There is a long history of exporting porter from Ireland which has been recorded elsewhere with varying degrees of detail but the above glass connects into the Guinness export trade to Europe and, in particular, to Belgium. An export trade that to a modern eye would seem to be the equivalent of sending coal to Newcastle, given that Belgium is now synonymous with good and plentiful beer to most of those with an interest in the subject.
But, as we can see from the above - granted anecdotal - quotation, Belgium is a country that has been experiencing Guinness’s porters for quite a few years, albeit in that case by military contract via England it would appear.
-o-
This glass is a wonderful piece of workmanship that no photo will do justice to. It is made from quality glass that approaches lead crystal in colour, quality and sound, and appears to be mould-blown or similarly formed before the eight facets were cut and polished by hand to form an octagonal-shaped lower section around an extra thick base, with the bottom of the glass also polished to an incredible smoothness. As to the more boring details, the tumbler is approximately 15cm high by 8.5cm wide at its mouth, it weighs 400grms and holds 400ml of liquid, an important volume, as will transpire later. It hearkens back to similar conical tumblers of the late Victorian and early 20th century. These heavy-based, fluted pint glasses were relatively common on these islands before the popularity of undecorated, plain or ‘straight’ (‘Shaker,’ as they would be termed in America) glasses, which themselves gave way to other styles later on. There is also a nod perhaps to the continental ribbed or fluted tumblers used these days (and most likely in the past) by some lambic brewers. The gold lettering around the harp symbol seems to date them to the mid-20th century, and the same logo was used on goblets produced to mark Guinness’s bicentenary year in 1959. Another, probably slightly later version with a buff coloured logo was also produced, which was presumably a little more durable during washing, and the glass itself appears in at least one advertisement, on a showcard from 1950 for the Italian market*. (Curiously, a slightly less tapered version of the glass with a shallower base and without the logo is illustrated in a showcard in English dated to c1912**, which might be an indication of the inspiration for the design, or adoption of an already known design for the continental market.) There is no indication of the country of origin for the glass but Belgium, France or any of the surrounding countries would be a relatively safe bet, unless they were commissioned from a Czech supplier, as they are certainly of that quality and heft. (Belgium was certainly making imperial pint tumblers with groves around the bottom for the English and Irish markets late in the first half of the 20th century, but they were somewhat cruder and wholly moulded.)
That capacity mentioned above of 400ml could be an important indicator of the true purpose of the glass, as this volume is a perfect fit for a 330ml bottle of Guinness including room for a head right up to the rim without overflowing, which is helped by the conical shape. The name and product that comes to mind in the 1950s with regard to Guinness on the continent, and Belgium in particular is John Martin in Antwerp, and bottles of Guinness Foreign Export Stout.
With the help of David Hughes excellent book ‘A Bottle of Guinness Please’ the following early history of the company can be cobbled together from various mentions and references within its pages.
John Martin wasn’t the first or only importer of Guinness into Belgium, there were others before him and operating alongside him in the country when he was appointed an agent in 1912 for Antwerp, and he started bottling that same year – although some draught stout was also being sold during this period. At this point Guinness’s Extra Stout (ES) and Extra Foreign Stout (AKA Foreign Extra Stout, or FES) were being imported into the country. This changed to Export Extra Stout (GXS) around the time Martin commenced bottling (although there is a contradictory mention of him bottling ES in 1913, and these names and abbreviations are a minefield to traverse.) and Guinness began to see an improvement in sales. This was also helped by a marketing budget that included newspaper advertisements as well as showcards, metal signage and postcards. Sales were showing some growth up to the start of World War I when exports stopped. Supply recommenced in 1920 and by 1923 the main beer being sold by Martin was ES with just some FES, the beer being bottled in reputed pint (379ml[?] approximately) bottles at this point. This was the year that they merged with the Schweppes company with Martin remaining on as the managing director. Sales were generally poor at this point and suffered from rivals Bass’s stout being stronger and pasteurised, so therefore more stable and consistent, unlike Guinness’s stouts. In 1930 Martins started pasteurising ES onsite in Brussels, where they had moved their headquarters to in 1927. After World War II sales slowly increased and Martins remain connected with Guinness right up to this day.**
The history of what we know now as Special Export Stout in Belgium is a trickier thing to pin down (and we are indebted to David Hughes again for the following information) but Martins were bottling a stronger version of ES called ES77 (1.054 gravity which possibly equated to an abv of 5.5% at most?) for the Belgian market, which was a new stout developed for the Armed Forces in 1945 exclusively in Europe, whereas other countries received a slightly weaker version. (This may therefore be the origins of what would be eventually become Guinness Special Export Stout?) Production of stronger export stouts in general had stopped in 1917 and only commenced again in 1945. By 1949 it was reported to be (1.058) and was reported to be a stronger version of Extra Stout which was sweeter with a lower hop rate than FES – this is still true today. It would appear at least that during the following years it gain some extra strength to end up at is current 8% abv. This would make sense as it was a stronger beer prior to the wars so it possibly bounced back, and helpfully, Ron Pattinson shows that an export stout brewed by Guinness was 6.6% abv in 1948, 7.8%in 1963, and 7.3% in 1966. The variance is mostly due to the attenuation of the brewing more so than the gravity of the beer but it still shows and general increase over time.
For comparison, the much-told story about how it came about varies a little depending on the teller but the Guinness website gives the most common story:
So, how did this continental brew come to life? Well, John Martin was an English brewer living in Belgium who shared Arthur’s thirst for exploration and adventure. In 1944, he ventured through the doors of St. James’s Gate with a request to create a truly Irish stout with a fiercer punch and sweeter aftertaste, to suit the palate of his Belgium friends.
The Guinness brewers, never ones to turn down a challenge, of course obliged and that’s what he got. An adventurer’s black gold.
So next time you indulge, close your eyes, and think of… Belgium.
A visit to many other internet sources and the odd book all tell a similar tale, although factual, first-hand content is unavailable in any commonly available, public sources. So what we are left with is the snippets regarding the beer as published by David Hughes plus a little bit of marketing-driven history and a fair degree of conjecture. The actual history of the beer itself is probably a combination of facts and story, complicated by the various Guinness brews and how they changed over the years.
Branded continental glassware for Guinness isn’t new, and even Martins themselves had commissioned embossed glasses for the Belgian trade in 1910, and other bottlers were producing etched glasses with ‘Guinness XX’ on them not long afterwards*** – and there may be earlier examples. And it is highly possible and probable that Jon Martin commissioned these glasses for his export stout from the very late 1940s onwards, although they were also probably used for draught product on occasion. The same glass is shown on a beermat which was dated as being from 1976, so perhaps these glasses lasted up until the 1980s? Either way they should be an incredibly desirable product for the Guinness glass collector, although they seem to be relatively rare on these islands at least. But perhaps, like the early Guinness tankards that were used here in the sixties and seventies, they have become prized possessions on the continent, and sit in collections throughout Belgium, and beyond. They are indisputably the finest pieces of glassware ever produced for the brand, even more attractive than those aforementioned tankards.
And perhaps somewhere in Belgium, in an old and half-hidden pub in some quiet and peaceful town, when you order a bottle of Dublin brewed John Martin’s Special Export Stout, and as you are sitting facing a charming square, the kindly old bar owner will reach over your shoulder and place that beer on the marble-topped table, followed by an old beermat on which is placed one of these gorgeous glasses.
Wouldn’t that be a treat?
Liam K
*The Book of Guinness Advertising page 175 - Jim Davies1998
** ‘A Bottle of Guinness Please’ - David Hughes 2006
*** The Guinness Online Archive