A huge ad in the January 9, 1939 Press-Record
announced "a new citizen for Granite City," with an illustration of a giant bottle of Regal Beer. "The American
Brewing Company of New Orleans, Brewers of Regal 'Prince of Golden Beers' Has Acquired the Wagner Brewery." American
had also purchased the Wagner Brewery in Miami. The copy explained that Mike Schorr, brewmaster at American, and part of a
well-known beermaking family that had operated breweries in St. Louis and the surrounding area, had come to Granite City and
supervised the brewing of his "old-style beer." This batch of Regal "has been patiently aged. It will be ready
for distribution on January 10th. Granite City has gained a new citizen. And as the New Year grows older, your patronage of
this successful beer will create many steady and well paying jobs for Granite City men and women."
Like the previous owner, the new company was also a spinoff by gentlemen involved in the fuel
and ice business. Company president was Frank B. Sullivan, and directors included William Sinck and Robert Suhr, both of City
Ice and Fuel, the former from Chicago, the latter from Cleveland.
undertook a massive newspaper campaign, utilizing the Regal prince as their advertising spokesman. He emphasized that Regal
Lager was "Always Light and Dry...Never leaves that bloated Feeling." In the spring, the Prince was joined by the
Madam, pitching the "Golden Beer for Golden Youth." In addition to print ads, metal signs and large cardboard cutouts
of the Prince which have been seen at area auctions undoubtedly date from this time as well.