(Item 235)
This Hamm’s Beer “Dancing Goblets” Neon Sign is indeed the “Holy Grail” for breweriana collectors. While many Hamm’s signs used “motion” (rippling water effects), this c. 1958/59 sign used progressive sequence neon—a much rarer and more expensive technology at the time. We buy sell trade these signs and parts.
Coming out of an old pool hall front window, this piece represents the peak of mid-century “spectacular” advertising.
The “Dancing” Sequence
The goblets blinking one by one before flashing in unison—is the hallmark of the four-mug progressive neon. This was designed to catch the eye of passersby from the street, pulling them into the establishment.
The Cycle: Mug 1,\rightarrow, Mug 2 \rightarrow, Mug 3 \rightarrow, Mug 4 \rightarrow, FULL FLASH.
The “Wait” Factor: Because these used mechanical flashers/transformers, the rhythm of the “dance” has a distinct, nostalgic “click-hum” sound that modern LED reproductions simply cannot replicate.
Technical Details & Scarcity
Size: At 22″ x 38″, this is a substantial “window-mount” sign. It was built with a heavy-duty frame to support the four individual neon glass units and the complex transformer housing.
The 1958/59 Era: This was the “Sky Blue Waters” era for Hamm’s. During these years, Hamm’s was one of the fastest-growing breweries in the US, and they invested heavily in high-end neon that outclassed their competitors.
The Goblet Covers: These signs often featured plastic “goblet” or “mug” shells over the neon tubes to diffuse the light and give the beer its golden-amber glow. Finding a set where these plastic covers aren’t cracked or warped from decades of heat is extremely rare.
Condition and Value Factors
“Excellent Condition”
| Component | Why It Matters |
| Mechanical Flasher | If the sequence is still crisp and “one at a time,” the internal motor/points are in great shape. |
| Glass Originality | Authentic 1950s neon has a specific “pumping” tip on the glass. Repaired or “re-pumped” neon is fine for function, but 100% original glass units are preferred by purists. |
Collector’s Insight
This sign is essentially a “crossover” piece. It appeals to:
Neon Enthusiasts (for the complex animation).
Breweriana Collectors (Hamm’s is arguably the most collected beer brand in the Midwest).
Billiard Historians (as the quintessential “window dressing” for a mid-century pool room).
- Please email for price.
