In 1933, after Prohibition was lifted, the Ballantine company was acquired by two brothers, Carl and Otto Badenhausen. The Badenhausens grew the brand through its most successful period of the 1940s and 1950s, primarily through clever advertising. Ballantine Beer was the first television sponsor of the New York Yankees. It was during this period that the brand was elevated to the number three beer in the U.S. It was also during this period that the company grew into one of the largest privately held corporations in the United States. Ballantine Beer enjoyed a high level of success into the early 1960s, however, by the mid-sixties, the brand began losing popularity. In 1965 Carl Badenhausen sold the company but remained at the helm until his retirement in 1969.
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