Billy Carter and his 15 minutes of fame

For a brief, shining moment back in 1977, the First Brother, Billy Carter, stole the spotlight from his brother, the President of the United States, Jimmy Carter.

While Jimmy Carter was a well educated, military veteran and successful peanut farmer, brother Billy was a good ole boy whose main avocation seemed to be drinking beer.

So, what happened?

A company called Falls City Brewing launched Billy Beer in 1977, and it took the nation by storm.

Billy Beer and brother Billy instantly gained the sort of notoriety that a Taylor Swift-Travis Kelce romance generated in 2023 (and continues today). There were volumes of newspaper articles about the beer and Billy.

Newsweek magazine even devoted a cover story to Billy and his beer. Songs were written about Billy Beer (I’m not kidding, read the story from a publication called Rate Your Music).

Despite all the hoopla surrounding Billy Beer, the brand folded up like a crushed can just one year later in 1978.  Billy Carter died in September 1978 of pancreatic cancer.

Turns out, folks didn’t like the taste of Billy Beer, despite Billy’s quotes printed on the cans themselves about the quality of his brew.

“I had this beer brewed up just for me. I think it’s the best I ever tasted. And I’ve tasted a lot. I think you’ll like it, too.” — Billy Carter

According to an article from the 1977 Milwaukee Journal, Billy admitted that he actually drank Pabst Blue Ribbon.

Here’s a quote from a publication called Collectors Weekly:

“There were MILLIONS of cases sold by 4 different breweries in the late 1970s. One estimate of the number of Billy Beer cans made is 2 BILLION. As a result, it is worth about 25 cents at most and then only if it is in very good shape, and if you can find a collector who actually needs one.”

A check on Billy Beer prices on eBay shows you can by an unopened (empty) six pack for a range from about $10 to $30.  So, Billy’s brew hasn’t appreciated much in value over time.

Sidenote: A North Carolina brewery has begun brewing a Billy Beer that plays off the name and look of the can, but has nothing to do with the brew from the 1970s.

As for me, I never tasted a Billy brew. I’m pretty sure its distribution didn’t reach Arkansas or Texas, although I could be mistaken. A friend of mine who lives in Mena, Ark., had an unopened six pack stashed on a shelf in the late ’70s for what I assume was investment purpose.

But I did come across a couple of guys on Youtube who did a Billy Beer taste test in modern days. Watch for yourself:

So, why am I writing about Billy Beer in 2024?

Well, OKC’s Sundance Brewing recently debuted a beer called “Switzer Light Lager.” It’s named after former OU football coach Barry Switzer, himself something of a good ole boy from Arkansas as well as one of the best football coaches in recorded history.

Tailgating may never be the same before OU games if Switzer beer has longevity. It has some promise, because it’s a craft beer brewed locally, and in Oklahoma Barry Switzer is still the king.

One other note. According to an article in the Norman Transcript, profits from Switzer beer will go to support the Ground Zero Training Center for search and rescue dogs.

From the Transcript:

“Ground Zero Emergency Training Center is a Non-Profit Organization in Oklahoma specializing in exceptionally trained urban search and rescue canines, educational opportunities, and a state-of-the-industry facility in which to hone their technical skills. Ground Zero was founded by Oklahomans, Barry & Becky Switzer in 2017 to meet the needs of a critical shortage in search-and-rescue canines.”

It sounds like a worthy cause. Now, we just have to crack open a cold Switzer Light Lager and determine if it’s a worthy brew or just another Billy Beer.