The Pabst Beer advertising sign on South Water Street, Chicago. 1943

Pabst Beer neon sign at South Water Street looking South. 1943

The Pabst Blue Ribbon neon [1] sign looking North at South Water Street, Chicago.

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Blended 33 to 1 means that 33 vats of beer are blended together to make one batch for consistency.

The Pabst sign was removed before June 1953 for the groundbreaking of the Prudential Insurance building. 

Prudential Plaza, 1964

The Prudential building opened to the public in 1955, replacing the Pabst neon sign.

Compiled by Dr. Neil Gale, Ph.D.

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[1] Neon was first unveiled in modern form by Georges Claude, a French engineer, at the Paris Motor Show in December 1910. In 1923, Claude brought neon signage to the United State, selling two signs to a Packard car dealership in Los Angeles, California.