By Myra Lee Adams Goff

In your imagination, go back to 1845. The German immigrants will be crossing the Guadalupe River into what would become the settlement of New Braunfels. The date is March 21st and in 1845, it was Good Friday. As we know, Good Friday is not often on that date, but New Braunfels celebrates Founder’s Day on March 21, 1845. When you go into the Sophienburg Museum, the first display you see is dedicated to the brigs that brought the immigrants from Germany.

Since it is said that “a picture is worth a thousand words”, picture in your mind what the following famous ships looked like and you can get a mental picture of a brig: How about the “Sea Hawk” from the movie “Pirate of the Mediterranean”? Do you remember the “Jolly Roger”, a pirate ship of “Capt. Hook”? And then the “Covenant” from the story “Kidnapped” by Robert Louis Stevenson.

A brig is a small sailing ship with two masts. A brigantine is the same kind of ship but has a different arrangement of sails. Even now, every ship has a brig which is a prison cell where prisoners are kept until the ship reaches shore. By the 19th century, most ships were made of pine and were standard cargo ships. (They are also called barks, barkentines, clippers, named according to size and shape, number of masts, and how the sail was rigged.)

Then there were schooners which were fast, small ships used often from Galveston to Indianola. Do you remember the “We’re Here” schooner made famous by Rudyard Kipling’s “Captain’s Courageous”?

The German immigrants had the idea, as promoted by writers and especially the Adelsverein, that the two month trip, was to take them to a new exciting country where all their problems would be left behind. The romance of traveling was exciting and since most of the immigrants came from the interior of Germany, few had even seen the ocean nor a sailing vessel. They had already traveled many miles to get to Bremen or Antwerp to get on the brig to travel thousands of miles to their new Heimat (homeland). They must have had a rather “child-like” anticipation of something new and adventurous. On the other hand, it must have been a bittersweet experience, leaving your home to which you would never return and saying goodbye to friends and relatives.

Around 60 ships were leased by the Adelsverein and eventually made over 100 trips. The time taken to get from Germany to Galveston was roughly around 58 to 146 days depending on the weather, especially wind. Most of the vessels were cargo ships, well built and heavy, but slow. Group transport at the time made it profitable to convert cargo ships into emigrant ships.

The ships were divided into three sections: The bottom or the “hold” carried water, provisions, and the baggage of the immigrants. The middle section, steerage, had a hallway through the middle from one end to the other, and contained cubicles 8 x 8 stacked one on another. These cubicles were arranged with upper and lower berths with ladders to get up and down. They contained the large trunks of the family and had only a rough sailcloth straw mattress.

In a few of the ships, the steerage had portholes, but in most, the only light and air that reached these cabins was from the stairway leading to the upper deck. No running water, no buckets for “conveniences”, no lamps except whale oil lanterns, no washing facilities for body or clothes. Slop jars served as toilets, the contents of which had to be carried to the upper deck each morning and dumped into the sea. An average of 150 persons were in steerage.

The upper deck was separated from steerage by a hatch. During stormy days, the hatch had to be kept closed. Imagine the seasickness, heat, and close quarters. Many died and were buried at sea. The number has not been determined.

The first emigrants traveled to Bremen, sailed north on the Weser River to Bracke. Here they embarked on the brigs tied to the docks. Then they sailed to Bremerhaven, and out into the North Sea. The rough English Channel brought on seasickness. Eventually the drinking water took on a bad taste and smell. The food consisted of salted beef, pork, peas, beans, barley, rice, potatoes, sauerkraut, and cabbage. There was much rejoicing when they finally reached Galveston and then Indianola.

As difficult as the trip was, “All for Texas and Texas forever” says it all. Victor Bracht, 1848.

A painting of the brig, Herschel. This ship’s first trip left Bremen on Sept. 23, 1844. The next trip left August 14, 1845. Artist unknown.

A copy of a certificate for the Hans Heinrich Wallhöfer family of six, stating that they could leave Brennen on Sept. 15, 1845 and arrive in Galveston.

By Myra Lee Adams Goff

I’m writing about iconology, the study of icons. The word “icon” has been stretched thin over the years. Originally it referred to “a painting of religious personages on a wooden panel in the Eastern Church”. In advertising, we have icons for almost everything. Christmas icons are the symbols that make us think of Christmas.

Go all the way back to the 1844 emigrant landing on the coast at Indianola. Soon after, at Christmas time, a coastal oak tree was procured and covered with candles. The lighted tree as an important icon lives on. Protestant Reformer Martin Luther is given credit for the lighted tree when he noticed the brilliance of the stars peeking through the snow-covered trees. He rushed home to put candles on his fir tree.

The Puritans were against decorations, including trees, but when German and Irish emigrants arrived in America, the Puritan legacy was stamped out by long-standing ethnic traditions. Meanwhile in the Texas Hill Country, the only tree that came close to resembling the fir tree was the “don’t touch me, I have stickers” juniper. Christmas trees changed from juniper, to imported fir trees, to artificial trees.

Candles were the only tree lights until electricity was invented around the turn of the 20th century. Those early electric lights were problematic; if one globe went out, the whole string went out. Much time was spent looking for that one burned-out globe. With time, that problem was solved and now we have LED lights.

Decorations, too, have changed over the years. The Sophienburg has some glass globes brought from Germany. Fast forward to the 1920s, before children chewed on trees, some very dangerous decorations appeared on the scene. For example, there was spun glass called angel hair, tinsel icicles made of lead, and globes made of mercury glass.

In America the most iconic symbol of children’s Christmas is Santa Claus. Long before the big guy dressed in red and was made famous by an illustration by Haddon Sundblom for Coca Cola, a similar character appeared in Europe. He was Saint Nicholas and his story was brought by the settlers from Germany. The more judgmental Nicholas filled stockings hung somewhere in the house on Dec. 5th with candy and fruit for good children and a switch or a potato or a piece of coal for a “bad” child. But “bad or good” there was hope for all children because there was still two weeks to straighten up before Santa Claus came.

Locally, Bill Vollmar was given much credit for bringing Santa Claus to New Braunfels. Vollmar owned a local 5 and 10 cent store. The picture shows Santa arriving on a train. Hearsay says he also arrived in an airplane and, of course, the vehicle of choice was not a reindeer, but a fire truck.

Gift giving has always been a big part of the holidays. Here’s a short list of advertised gifts: a Kodak camera at Voelkers Drug Store (1898); Tigress, Woodhue, and Tabu perfumes plus Tangee lipstick (1940s); hand carved dolls and marbles (ancient cultures).

Stores had toys for sale, but the first toy store was Tante Amelia’s Christmas Store next to Henne Hardware. Tante was a sister to the Hennes and the toy store was only open for two weeks. When it wasn’t a toy store, it held kitchen supplies.

Church activities dominated the Christmas season. The Germans celebrated Christmas Eve with a light supper and then gift opening. In the old days the tree was closed off to children until the gift opening ceremony. This was the first time that children saw the tree and gifts. A midnight candlelight church service followed.

In the Catholic Hispanic community, Dec. 24th was a time for friends and neighbors gathering together at one home. They would have a rosary by the nativity scene at the home and place the baby Jesus in the empty crib to remain there until Feb. 2nd. Another tradition was Las Posadas (the Inns), an old ceremony commemorating the journey of Mary and Joseph as they sought lodging preparing for the birth of Jesus.

As more and more Americans moved to New Braunfels, traditions gradually blended together. New Braunfelsers have their own icons of German, Hispanic, and American origin. Tamales, chili, poinsettias, sausage, cookies, pralines, divinity, toffee, piñatas, bells, all blend together, so–

Fröliche Weihnachten, Feliz Navidad, and a New Braunfels Merry Christmas to all!

Santa Claus arrives in New Braunfels on a train in 1938.

By Myra Lee Adams Goff

Before we say goodbye to the Civil War, let’s look at what the period immediately after the war known as Reconstruction, brought to Comal County. When the war was over in 1865, many did not return home, putting a terrible hardship on the families. Many survivors sustained lifelong injuries. For all, life was different than it had been before the war.

Comal County had been divided on the question of secession from the Union and although the vote was overwhelmingly for joining the Confederacy, it wasn’t without conflict. Shortages of necessities of life made life difficult. Confederate money, issued during the war, was now worthless.

Jacob Lindheimer, editor of the Zeitung, kept the paper going during and after the war even though the lack of paper forced him to use wallpaper and tissue paper. When citizens who didn’t agree with his opinions dumped his printing press into the Comal, he just fished it out and kept on printing. Then there was the matter of newspaper subscribers wanting to pay their subscriptions in Confederate money. Once Lindheimer and his sons, who were unable to buy food with this money, went out and slaughtered a beef and then advertised that he would be glad to pay the owner of the animal in Confederate money. The beef owner refused to take this money for the beef. “What’s good for the goose is good for the gander”, so they say.

Comal County issued its own money but it wasn’t honored either. The merchants came up with their own medium of exchange. It was called “due bills”, sort of like “charging”. Some larger companies like Runge & Sons of Indianola issued their own due bills.

All the industry that had developed in Comal County before the war was destroyed, not from combat, but from lack of raw materials. Some entrepreneurial types began driving cattle or hauling freight from the coast. NB was a feeder station for trail drives on the Chisholm Trail from San Antonio to Kansas. Ranching was quickly replacing the cotton industry. Industries like Landa Flour Mills prospered. Skilled German artisans like saddlemakers, blacksmiths and wheelwrights were in demand.

The New Braunfels Woolen Manufacturing Co. was organized in 1867 in a building formerly used for a brandy distillery located at Garden and Comal streets. It was converted into a woolen mill and later furnished yards of gray woolen cloth to A&M College for uniforms. The building became a steam laundry after the turn of the century and was razed in 1952. The present St. John’s Episcopal Church built in 1967 contains a wooden cross made from timbers of the old mill.

A new type of business association began with the formation of mutual insurance associations and cooperative gins. Neighbor had to help neighbor as they had done in the early days. Individuals owned the associations. If the breadwinner died during the war, the organization promised to pay a benefit to the survivors. Germania Farmers Association at Anhalt was one of those mutual companies organized for protection, and to promote agriculture. (See Sophienburg.com, Around the Archives, May 13, 2008.) Ranchers and farmers pooled their money and built their own gins. Most were non-profit but shared the proceeds according to the use they made of the facilities.

The insurance business in the United States was the brainchild of Benjamin Franklin. He came up with the idea in 1752 in Philadelphia to cover houses lost by fire. Houses were mostly made of wood and were very close together. Seven years later Franklin organized the first life insurance company. Religious authorities were outraged at putting a monetary value on human life but assented when they realized that it also protected widows and orphans. The whole insurance business expanded as the need evolved.

The Sons of Hermann was another mutual insurance company. In 1840 a handful of German men in New York City formed a brotherhood whose mission was to provide aid to each other, the sick, widows and orphans. The brotherhood was founded to combat the prejudice of the “Know-Nothing-Party”, an organization promoting prejudice against foreigners in the US. The European immigrants, particularly Germans, were recipients of prejudice. The Germans formed the Sons of Hermann insurance company in response to this prejudice. Hermann was a German folk hero who was a symbol of manhood.

Reconstruction was over with the entrance of the railroads in the 1880s. By the turn of the century, the Landa family had opened up picnic grounds at Landa Park. A new industry had begun based on the cultural assets of the community. Tourism was here to stay.

One of the oldest photos of Landa Park in 1912 after Harry Landa opened his park to the public.

By Myra Lee Adams Goff

What’s happening to the old house at 230 W. Mill St? I found out. Jeff and Denise Mund have bought the old Georg Pfeuffer house and they are restoring it. Records show that this is the sixth time that there have been major additions and renovations.

Ownership of the lot on which the house stands was conveyed to Johann Georg Pfeuffer in 1852 and it is assumed that the house was built shortly thereafter. It is one of the early houses in New Braunfels built with fachwerk walls, a custom brought from German architecture. One can see fachwerk construction in present day Germany. Casement windows with unique latches can be seen upstairs. Hand-hewn cedar beams throughout the house and wide cedar beams were used in the ceiling. The full basement contained the kitchen and has a brick floor. In the downstairs area are two original black walnut doors, a wood that was plentiful along the banks of the Guadalupe.

Johann Georg Pfeuffer was born in 1799 in Bavaria. He married Barbett (Barbara) Broschel in 1829 and six children were born to the couple.

Pfeuffer was a tanner and owned several tanneries in Germany. He was quite a prosperous businessman. The children were all educated and servants tended to their needs.

The family does not know why in 1845 Pfeuffer sold all his tanneries, uprooted his family, and signed up with the German Emigration Company to come to Texas. They were among the second group of emigrants and arrived in Galveston in November of 1845. From there the family took a schooner to Indianola.

A near tragedy occurred when they were put on an overloaded schooner. It sank in the bay outside of Indianola. The lives of the family were saved but most of their possessions were lost. Now they were virtually penniless and were stranded on the coast along with the hundreds of other emigrants. They didn’t arrive in New Braunfels until 1848. The 1850 Comal County census lists Georg as 51, Barbett as 44, Valentine as 18, Christopf as 16, Daniel as 12, Barbette as 9, and Anna Marie as 6. The oldest son, also named George, was 20 years old and wasn’t listed in this census. He was known to have moved to Corpus Christi at the time.

Sometime between 1852 and 1860, the elder Georg Pfeuffer began a tannery in the basement of his home on Mill St.( Source: “Texas and Texans”,1914 translation). Inquiring about the process of tanning, I asked Al Ludwig, the g-g grandson of Georg Pfeuffer and owner of Ludwig Leather Co. on Seguin Street. He said that the process was done by soaking the hide in tannin extracted from oak trees to produce leather that was soft and durable. The word Tanne is an old German word for oak or pine trees (hence the word Tannenbaum). How did this family survive with the tannery in the basement?

Family records state that Georg Pfeuffer was very opinionated about the politics of the day. He signed the petition in Comal County calling for secession. Four sons fought in the Civil War.

About that time the young Georg Pfeuffer returned to New Braunfels from Corpus. This Pfeuffer son became the most prominent in the family, as he was a Texas Senator and responsible for the capitol in Austin being constructed of Texas Granite. Later he became president of Texas A&M College. To read more about him, log on to Sophienburg.com Nov. 26, 2008.

Johann Georg Pfeuffer (Sr.) died in 1886. Thereafter the house was conveyed to the Baetge family. In 1942 Arthur Baetge as executor of the Baetge estate sold the house to Annie Lehman who, in turn, conveyed it to her son Leroy Lehman in 1954.

Leroy Lehman and his wife Agnes raised one son and four daughters in this home. Some changes were made to the home to accommodate their growing family. The August Koch map of 1881 shows the house without the side porch that the Lehmanns added. Ernest Lehman, son of the Leroy Lehmans, recently brought the original pillars to the Munds.

The City of New Braunfels designated the house as a historic landmark. All of us in New Braunfels benefit from restoration projects like the Munds have taken on.

Johann Georg Pfeuffer

By Myra Lee Adams Goff

An outstanding early citizen of New Braunfels and one who contributed much to the culture of the community was a man named Stefan Haelbig. Haelbig organized many of the early musical groups and was the music instructor of hundreds of children and adults alike in voice as well as musical instruments. He generally made music a big part of the community. His studio was moved to Conservation Plaza and open for all to see.

Stefan Haelbig emigrated to New Braunfels from Germany through Indianola in 1868 at age 40. His obituary states that he worked in the woolen mills and resided at the Waisenhaus (orphanage) for a year and a half, giving music instruction from there. He instructed piano, French horn, cello, violin, cornet, clarinet and voice.

Haelbig had received extensive musical training in Germany. He had been the bandmaster of a Regimental band in the Austrian Army, and had played Wagnerian (Richard Wagner) music while Wagner himself was the conductor. With a few local musicians, he was able to put together an orchestra to perform the finest of classical music. Those local musicians were listed as Father Blum, Hermann Schimmelpfennig, Mr. Wenzel, Bose and Eberhard. They, however, were amateurs but Haelbig exhibited the greatest patience and persistence, thereby guiding them into playing the classics. Many fine musical events were held in the old Matzdorff’s Halle and Seele’s Halle on the Guadalupe. Concerts were also held at the Seekatz Opera House, featuring the Haelbig orchestra and selected singers.

Not only in instrumental music was he a leader, but also in vocal music. He founded and became leader of the Maennerchor and Concordia Mixed Chorus. He organized the New Braunfels Music Club and its orchestra. Mrs. Lottie Faust was the pianist for this orchestra. In addition he gave lessons several times a week in San Antonio.

When Haelbig was 83, a celebration was given in his honor. Joseph Faust and A.C. Coers told of his abilities and called him the soul of music in New Braunfels. They raised their glasses and gave a toast, “Er lebe hoch, Er lebe hoch, Er lebe hoch”.When the glass was raised, the salute was given in this manner, showing high admiration The literal translation is “He lives high”.

Before being moved to Conservation Plaza, Haelbig’s studio was located on Seguin Street. After he vacated it, the building became Voigt’s Shoe Repair and that’s how I remember it. There was after all a time when people had their leather shoes repaired instead of replaced. Putting on a new sole or a new heel could add years more service to a shoe. The building was moved to Conservation in the early 1980s and the lot became the site of Pizza Hut and is now Taqueria El Tapatio.

There are some interesting things inside the Haelbig studio at Conservation Plaza. You would expect a piano, although it is not Haelbig’s. Paul Jahn’s cello stands up against the wall. Al Schnabel’s trumpet, the “wiggle and wobble with Al Schnabel” orchestra leader and student of Haelbig. There are pictures of former students, names familiar from the past like: Bading, Fischer, Gerlich, Gruene, Heidrich, Naegelin, Marckwardt, Koebig, Jahn, Oelkers, Voelcker, Coreth, Altgelt, Schultz .There is a tiny trumpet, no longer than 8 inches called a piccolo trumpet. Used in classical music, this instrument plays tones higher than a regular trumpet.

Remember that Haelbig once played Wagnerian music in Germany with Richard Wagner as conductor? Hanging on the wall are three pictures from the operas, “Ring of the Nibelung”, a collection of fantasy-filled operas of Norse Mythology. The first picture is the Rhine Maidens, the second is Siegfried Slaying the Dragon, and the last is Brunhilde, all characters from the four Ring operas. Glorifying ancient war heroes in mythology, Wagner operas became controversial at different times in history.

Stefan Haelbig died at age 90. His obituary ends with, “Here in the beautiful city of New Braunfels, he made an impression which is more beautiful and more lasting than any monument of marble - the love and appreciation of music”. Er lebe hoch, hoch, hoch!

Stefan Haelbig, early musician and teacher. Sophienburg photo.

By Myra Lee Adams Goff

After writing the column about the digging of the Comal Canal by William Hunter Meriwether, much personal information has come to light about this man about whom we knew so little, but was so important to the development of New Braunfels. Refresh your memory in the sophienburg.com website for Sept. 6, 2011.

Through the Internet, Joy Alexander, who was responsible for the initial research about William Hunter Meriwether, made several connections with the Meriwether family. They were just as interested in what Meriwether did in NB, as we were in what he did before he came here.

Meriwether, (this is the correct spelling) nicknamed “Billy Fish” descended from families active in the American Revolution. The family hails from Albemarle County, Virginia. It was there that William Douglass Meriwether (father of William Hunter) bought 500 acres on the Rivanna River and constructed a large merchant mill and sawmill. He built a toll bridge and dam across the Rivanna. In 1840 the father and son greatly increased the business of the area by erecting the Charlottesville Factory for carding and weaving cotton and wool, sawing timber and grinding flour.  (Source: Rick Britton; “The Charlottesville Woolen Mills, Clothing a Nation”) The elder Meriwether died in 1845 and the business was sold.

Now look at what we know about William Hunter. He came to NB in 1846 and bought the area later known as Landa Park. He had married Frances Poindexter from a prominent family in 1821. Together they had two babies, both of whom either died at birth or as infants. There is no record of when Frances died except “before 1850”. She must have died or they may have divorced before he came to NB. In 1856, he married his cousin “Kate” Witing Meriwether from Virginia. She was 18 and he was 63.

An interesting story from the New York Weekly, Nov. 28, 1857:

A collision between the steamer Opelousas and the steamer Galveston. Opelousas came out of Berwick Bay and the Galveston out of Galveston, Texas. The Galveston struck the Opelousas midship causing her to sink in 20 minutes, losing several lives. The Galveston received little damage and all the passengers were saved. Listed on the ship list of the Opalousas were WH Meriwether and lady who gave his home as San Antonio. The freight was totally lost and had headed for the ports in Galveston and Indianola. From there it was destined to the Texas interior. About 300 barrels of pork, flour, corn, sugar, molasses, and coffee for Meriwether were headed for San Antonio, Victoria, Corpus Christi, Lavaca, Matagorda, and New Braunfels.

Now in 1859 Meriwether sold his holdings here in NB to Joseph Landa, and he and his wife moved to Shelby, Tennessee. In his will written May 15, 1861, he confessed to having much pain and leaving everything to his wife “Kate”. He died May 21, 1861, in Tennessee.

Now here’s an interesting side-story: The family does not know where he was buried, but in the Presbyterian Cemetery in Lynchburg, Va. there is a marble shaft 10 ft. high with the following inscription: “To my husband William Hunter Meriwether; Thou art gone, but not forgotten; At Rest”.  To the left and right of the stone are two small stones, one with a dove with “N.D. Meriwether, age 16 months”, and the other “J.M. Meriwether” with a rosebud on it. The mystery is “Who were these children? Perhaps the children that he had with his first wife. Did the second wife move them or him there?

Our William Hunter Meriwether and the famous Meriwether Lewis were first cousins, once removed. In other words, Thomas Meriwether was the grandfather of Meriwether Lewis and the g-grandfather of William Hunter Meriwether. Meriwether Lewis was commander of the Lewis and Clark Exploration of the Missouri and Colorado Rivers from 1804-06. He was appointed by Pres. Thomas Jefferson. A mystery surrounds his death in 1809. He was either killed or committed suicide in Natchez Trace, Tenn. on his way back from Louisiana to Washington.

In my home office I have a sign reading “Circa Trova” meaning “Seek and you will find”. Wow, did we ever!

Meriwether Lewis as head of the Lewis and Clark Exploration of the Missouri and Colorado Rivers, 1804-06. Patricia S. Arnold, artist.

By Myra Lee Adams Goff

The Zuehl Family Book at the Sophienburg contains a rather well-known story to local historians. It was written by Wilhelm Zuehl when he was in his 70s as he recalled coming to Texas with his family as an 18-year-old in 1846. His family was on a brig going from Galveston to Indianola.

When the brig would get stuck on a sand bar, the 60 emigrants would have to run from one side of the ship to the other until the vessel was again buoyant.

They landed at Indianola at the time when “northers” were making life miserable and cholera was rampant. Freezing rain tore apart their makeshift tent. The family was stuck on the beach, as there were no means of transportation. Wilhelm and his brother Fritz took on a temporary job aboard an English surveying vessel. Six weeks later when they returned to Indianola, their parents had left for New Braunfels, leaving instructions for the boys to make their way.

A young man named Adam Wuest was delivering mail from New Braunfels to Indianola and told the boys that they could come along with him on his return trip. Fritz left the two at Peach Creek and Wuest and Wilhelm finally arrived in New Braunfels in the middle of the night. Wuest had a small one room house without room for Wilhelm so Mrs. Wuest made him a bed of cedar logs and he slept out in the street.

This spot where the Wuest house was located on Seguin St. later became the site of the Homann Saddlery and finally the location of the subject of this article, the New Braunfels Coffee Company (across from Naegelin’s Bakery).

If Wilhelm Zuehl could have looked into the future, he would have seen what became of that property; a saddlery and eventually a two story building in which Otto Vogel operated a coffee company.

In 1921, brothers Arthur and Gilbert Zipp purchased the New Braunfels Coffee Co. from Vogel. The business moved in 1940 to the corner of 315 W. San Antonio St. next to the railroad track. The New Braunfels Coffee Company ended its business in the basement of the San Antonio St. building, finally closing forever in 1950.

Coffee beans were purchased in 100 lb. bags from Brazil, Columbia, and Mexico and roasted in a large steel tumbler. Then the beans were ground and sold in one and two pound bags. Their Model A truck delivered the coffee to local merchants and restaurants like Ma’s Café, Reimer Grocery, and Valley Fruit Stand. At its height, the company sold 60,000 pounds a month.

The Zipp brothers sold their 100 percent pure coffee under the name “Zipp’s fancy Peaberry” and “Rio”. Then in 1933 they decided to have a contest to name their new blend of coffee. One could enter the contest by filling in a blank enclosed in every package of coffee. Karl Zipp, son of Gilbert has a metal box containing the entries - 385 of them. And the winner was Mrs. Adolph Forke with “Cup-O’Joy”. She won a ten dollar gold coin. Don’t laugh; think of how much that gold coin would be worth today.

Here are some of the entries that attracted my attention, not necessarily good, but interesting:
Remember it was 1933, so some had political connotations like: “Depression”, “Roosevelt”, “New Deal”, “Daily Need”, “Roosevelt’s Prosperity” and “Liberty Bell”.

Others were “Beatsall”, “Howazat Coffee”, “Want More”, “Zipp’s Super Stimulant”, “10 Shun Please”, “Talk of the Table”, “Zipper”, “Zipperior”, and “Wake Up”.

In their heyday, the Zipps had quite an advertising campaign. In 1939, Zipp’s Cup O’ Joy was sent to Gov. W. Lee O’Daniel when the 133rd Field Artillery Band from NB went to Austin to give a concert in honor of the governor. At Gruene Hall, one can still see a sign advertising “Zipp’s Cup-O’Joy” and “Peaberry Coffee” on the left side of the dance floor. Now I think I’ll have a “Cup-O’Joy”, thank you.

New Braunfels Coffee Company - Brothers Gilbert and Arthur Zipp next to a photo of the coffee roaster and grinder. The New Braunfels Coffee Company building in 1934 at 136 S. Seguin. (National Archives, Historic American Buildings, Texas, Volume I, 1979)