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METROPOLE (arched) / WHISKEY (tsp on a frosted rectangle. In the background is a city coastline with a 3-masted ship sailing in front of it at left. The entire label is framed with fronds, and at the center is a tsp circle with the monogram TGCo etched in red) / THE / THEO.GIER CO. (reverse arched) / PROPRIETORS / OAKLAND CALIFORNIA

         ID#: RCL105

Glass Category:Liquor advertising
Glass Type:Thin-walled shot
Label Type:White and red-etched, gold rim
Dimensions:Measurements omitted
Edmonson:HSG, p. 110, entry #8
The Theo Gier Co. listed from 1892-1910.

Theo Gier was born in Germany in 1860. When he was of age, he joined the tide of Europeans migrating across the Atlantic, arriving in California in 1882. After having been in the US for only a year, he set up a grocery store in Oakland: apparently a successful one at that. Only a decade later, he established a retail and wholesale wine company.

John Thomas ("Picnics, Coffins and Shoo-Flies") notes that the company had two outlets. The retailing business was based at 915 Washington St., while the wholesale operations was located at 515 14th St. Presumably, the famous "Metropole Whiskey" was introduced during this time, although we have no records.

The Wilsons (Spirits Bottles of the Old West) suggest that Gier was a prominent community figure who also established a bank (The Security and Trust Co.) and helped make the Alameda & Contra Costa counties tunnel possible. In 1910, Gier's wine and liquor operations were sold and the company dissolved. (see The Lucchesi Collection for more information on Gier).

Brand names used by this company include: "Mellwood Special", "Metropole", and "Metropole Whiskey."

Company name timeline:
The Theo Gier Co.

Address timeline:
511-515 14th St.

Find out more about The Theo Gier Co.
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