1904, LA ALEMANA OPENS ITS DOORS
La Alemana was opened on March 20th, 1904.
A group of German manufacturers decided to open in Madrid - in the then number 7 of Plaza de Santa Ana which for some years was renamed Prince Alfonso - a bar exclusively devoted to tasting beer, with a décor that has remained virtually unchanged up to date although long ago had gone the Prussian fireplace and large Bavarian mirror that adorned the walls in the early years.
1924, Ramón González Peláez
takes charge of La Alemana
En 1924, Ramón González Peláez - a native from the North of Spain region of Asturias and who very young had moved to Madrid for working in different restaurants and bars in Paseo de La Florida - took over La Alemana thus starting the family business, where after two generations we continue to serve our customers with the hope of keeping it as a reference in the classic places of Madrid.
Here you can see the first tenancy contract from June 1924.
1929, the first logo of La Alemana
It is in 1929 when the first logo registration of La Aleman is carried out in the Registry of Intellectual Property.
You can see in the original document its current condition after surviving a small fire.
LA ALEMANA AND VISITING CELEBRITIES
With Grandfather Ramón conducting La Alemana, followed by his children Pepe, Conchita and Ramón and grandchildren up to date, the brewery has gone through very different quirks and has witnessed the comes and goes and livings of many celebrities.
Very famous authors gathered here, people such as Valle Inclán, Jardiel, the Paso family, oVíctor de la Serna, comedians as María Guerrero or Rivelles, and especially the world of bullfighting made La Alemana their main headquarters - not in vain the patriarch Ramón González was a great lover of bullfighting and protector and friend of Cagancho, Rafael El Gallo, Diego Puerta and the Bienvenida and especially the Dominguines sagas .
Ava Gardner was another frequent visitor during the 15 years she lived in Madrid, between 1952 and 1967, attracted by her romance with Luis Miguel Dominguín, but also ended up coming alone during the last years of her stay in Madrid (Inés Vila. El País, August 23rd 2011).
HEMINGWAY IN LA ALEMANA
In the ninety-fifties the American author and Nobel laureate Ernest Hemingway - who had previously been in Spain in 1937 and 1938 as a correspondent during the Civil War- returned to Spain, especially to Madrid attracted above all by bullfights.
Of course - how could it be less? - he was also a frequent visitor of La Alemana, a favorite place for having a beer sitting on the table next to the window.
Hemingway himself recalls it in an article published in September 1960 in Life magazine as "a good place to drink beer and coffee," and who also shared a table and drinks with "the most beautiful woman in the world" and Luis Miguel Dominguín.
1955, The case of “Polvorilla” the horse
In November 1955 a horse snuck in La Alemana to the astonishment of clients and staff.
From Getafe came "Polvorilla" - the so called horse - because he missed his master, Juan "el Pavo", a salesman who was quietly taking his beer inside the brewery.
An interesting anecdote that left everybody speechless. Today there is still a doubt whether if "Polvorilla" came looking for his master or was attracted by the smell of our croquettes.
THE 70's, HERE COME THE HIPPIES
In the late sixties and early seventies Plaza de Santa Ana became a gathering place of "suspicious-looking foreigners, with long hair and tattered jeans" as the press of the time described them.
They were the hippies, who for some time disturbed the classic and bullfighting atmosphere of the brewery, to the horror of its usual visitors not keen of changes.
Since 1980 a Madrid Traditional Commercial Establishment
Since 1980 La Alemana is recognized as a Madrid Traditional Commercial Establishment by the Chamber of Commerce of Madrid, as part of the so labeled hundred-year old establishments in the city.
Today, the descendants of D. Ramón remain committed to keeping the tradition of the brewery as a venue ennobled by the history Madrid, bustling, cosmopolitan and well stocked with tapas and beer.