Alex the Dog

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Alex the Dog was the advertising mascot for Stroh's beer in the 1980s and precursor to Budweiser's Spuds MacKenzie.[1] At the peak of his career, Alex appeared in parades, on Good Morning America, and the Today show. He even inspired a series of toys, posters, cologne, shampoo and hand lotion.[2] Hip-hop artist Tone Loc referenced Alex the Dog in his song "Funky Cold Medina".


Peter Blum, the archivist for Stroh's, describes Alex's most famous commercial:

During a poker game, one of the buddies says "I could sure go for another Stroh's", and starts to get up. The owner says, "No, wait...Alex...'Woof'...2 cold Stroh's 'Woof'." "Wait 'till you see this...(door opening sound) Just opened the refrigerator...(bottle cap hits the ground) just opened one bottle...(another bottle cap hits the ground), just opened the other...(pouring sound), now he's pouring yours...(pouring sound), now he's pouring mine." The next thing you hear is "lap, lap, lap", and the owner says "Alex! You better be drinking your water!", and the other players laugh.[3][4]


The dog who portrayed Alex was Banjo, who was part Golden Retriever and Irish Setter. He was found by a trainer at an animal shelter.[2] Alex served as the Stroh's dog from around 1984 until 1989 when the creators of the Alex the Dog commercials: Lowe Marschalk (Seth Werner - Copywriter, Gary Ennis - Art Director, Paul T Norwich - Account Supervisor), lost the contract with Stroh's. Banjo died of cancer a few years after the advertising campaign ended.[2]


  1. ^ Carolyn Smagalski. Beer Dogs and Party Animals,, Accessed 5 March 08
  2. ^ a b c Alex, the Stroh's dog,, Accessed 5 March 2008
  3. ^ Julie Johnson Bradford (November 2001). "Beer and Man's Best Friend". All About Beer. Archived from the original on 13 January 2009. 
  4. ^ "Alex the Dog Stroh's Beer Commercial" (video). Retrieved 12 October 2011.