The Legend of Dan the Drinking Mule

The brewery in Old Appleton, Missouri was established in 1874.  In 1933 a retired prize-fighter named Bennie McGovern bought the brewery.  He needed a gimmick to gain attention from a powerful local competitor and their team of majestic Clydesdales.  Bennie introduced Dan - his pet mule – as the official mascot of his brewery. 

Bennie brought Dan to local taverns and would ask the bartender to line up several different brands of beer on the bar.  Dan would walk up to the bar and sniff out his favorite brand - Mule Beer, of course!  Dan proceeded to clench the bottle of Mule Beer between his teeth, throw back his head, and guzzle it down! 

This design is from a late 1930s Mule Beer bottle label.