[niteowl77]

WHO-TV in Des Moines did a Sunday night sports show titled “Beat the Bear.”

With Jim Zabel, IIRC.

Hamm's was the beer I thought everybody - except my dad - drank, because so many relatives and drank it, and every place we moved in Iowa was a Hamm's enclave. I couldn't believe it when they closed.

[Eric in the Ozarks]

Hamms Beer was delivered in central Iowa by John Cimino Distributing of Des Moines.

John sent his beer trucks every week to St. Paul to pick up as much as they could carry but neighborhood delivery trucks were limited.

Then John saw an ad for some grain trailers that had been put up for sale by “Occo Feeds.” The trailers had “OCCO FEEDS” stenciled on each side and could carry twice as much beer at little additional cost.

Despite wearing a gold Rolex and high priced business suits, John was a frugal man. He had a local body shop add the numeral “1” and retouch the “OCCO” into “10,000.” A bit of paint changed “Feeds” into “Beers.”

A reporter asked John if there really were 10,000 beers on the trucks.
His response was, “There's at least that many.”