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Jay R. Brooks on Beer

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Beer In Ads #5303: Heute Bock

July 27, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Monday’s ad was created for Heute Bock, which was published around the 1880s or 1890s. Heute in German means “today” and humorously Google translates the full text as “Today I’m Crazy.” This poster was made for an unspecified German brewery. The chromolithograph is marked as “Plate No. 407” and identified by the initials “C.A.W.,” which was a common “lithographer’s monogram mark on late 19th-century commercial chromolithographs and advertising posters produced in Germany,” especially around Munich.

Filed Under: Art & Beer, Beers, Just For Fun Tagged With: Advertising, Bock, Germany, History

Historic Beer Birthday: Frederick J. Stegmaier

July 27, 2026 By Jay Brooks 1 Comment

Today is the birthday of Frederick J. Stegmaier (July 27, 1861-April 23, 1915). He was the son of Charles Stegmaier, who founded the Baer & Stegmaier Brewery with his father-in-law in 1857. It eventually became known as the Stegmaier Brewing Co., and ran it with his sons, Christian, Fred and George. Fred became president when his father passed away in 1906.

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Here’s his obituary, published on Find a Grave:

And here’s another obituary, from the Encyclopedia of Pennsylvania Biography Illustrated, Volume 7:

Frederick J., son of Charles and Kathleen (Baer) Stegmaier, was born in Wilkes-Barre, July 27, 1861, and died at his home on South Franklin street, Wilkes-Barre, Pennsylvania, April 22, 1915. He was educated in the public schools, St. Nicholas Parochial School, and Wyoming Seminary, being a graduate of the last named institution. He then became actively associated with his father in business, and at the death of Charles Stegmaier, the father, Frederick J. Stegmaier succeeded him as president of the Stegmaier Brewing Company. It was through the foresighted planning and energy of the sons of Charles Stegmaier that the business founded by the father was developed until it became one of the largest and best equipped plants of its kind in the country. In addition to his responsibilities as head of the company, Frederick J. Stegmaier had other large and important interests. He was for many years president of the South Side Bank, a position ill health caused him to relinquish. He was a director of the First National Bank, director of the Fenwick Lumber Company, director of the Stegmaier Realty Company, and largely interested with his brothers and Abram Nesbitt in the Wales Adding Machine Company. When the last company was threatened with absorption by rivals, these men fought for a number of years to retain the company as a separate plant manufacturing an independent machine, and finally succeeded. Mr. Stegmaier was interested in many other projects, but failing health during his latter years compelled him to withdraw from active participation in many. For four years he lived under the constant care of his physician and knew that his days were numbered, but he neither lost courage nor became despondent. He passed the last winter of his life in the south, but after his return spent nearly every day in his office, literally “dying in the harness.”

He was kind and considerate, very generous, charitable organizations having in him a liberal friend, and when his will was read it was found that Wilkes-Barre City Hospital, Mercy Hospital, United Charities, Nanticoke Hospital, Wilkes-Barre Home for Friendless Children, the Florence Crittenden Shelter and Day Nursery, and the Ladies’ Aid Society had been generously remembered, as had the Home of the Good Shepherd, St. Patrick’s Orphanage, and St. Patrick’s Foundling Home, of Scranton. During his life he served as a director of the City Hospital, knew its needs, and did his full share there as elsewhere in relieving suffering. He was a member of St. Nicholas Church (Roman Catholic) and was a member of the Benevolent and Protective Order of Elks, who after a solemn high mass of requiem in the church conducted final services at the Stegmaier mausoleum in Hollenback Cemetery. He was also a member of the Franklin Club and the Concordia Singing Society.

And here’s one more from American Brewers’ Review from 1915:

Stegmaier_Brewin_53a40cc7956bf

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: History, Pennsylvania

Beer Birthday: John Mallett

July 27, 2026 By Jay Brooks 3 Comments

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Today is John Mallett’s 62nd birthday. John was, until recently, the production manager at Bell’s Brewery in Kalamazoo, Michigan, a post he’d held since 2001, and also for New Belgium Brewery more recently. John has a great sense of humor and I recall a particularly side-splitting kvetching evening-long conversation with him and Fal Allen at CBC in San Diego a number of years ago and a couple of years we judged together in Japan, which was great fun. In addition, John also published the Brewers’ Publications book on Malt: A Practical Guide from Field to Brewhouse. But even more recently, John’s retired and looking for the next great adventure. Join me in wishing John a very happy birthday.

Mugging for the camera at GABF in 2007, with Bob Pease, Ray Daniels and Mark Dorber.
Running out of beer in 2015 at FWIBW with Agostino Arioli (from Birrificio Italiano), John and Brian Hunt (from Moonlight).
At Bruce Paton’s “Tion” Beer Dinner in2006. That’s John in orange trying to smooch with Peter Bouckaert from New Belgium.
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John, me and other judges in Tokyo to judge at the Japanese Craft Beer competition in 2013.
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John with Fred Bueltmann of New Holland Brewing, at Red Horse Ranch in Michigan (photo purloined from Facebook).

If you’d like to see John wearing lederhosen, click here.

Filed Under: Birthdays Tagged With: Bell's, Michigan

Beer In Ads #5302: Jacob Geiss Bock Beer

July 26, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Sunday’s ad was created for Jacob Geiss Bock Beer, which was published in 1855. This poster was made for the Jacob Geiss Brewery, which was founded in 1855 in Marysville, California. The lithograph was designed by Charles C. Kuchel of 176 Clay Street, San Francisco, and printed by Britton & Rey.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, California, History, San Francisco

Beer Birthday: Mark Ruedrich

July 26, 2026 By Jay Brooks 1 Comment

Today is the 75th birthday of Mark Ruedrich, co-owner, and original brewer, of North Coast Brewing in Fort Bragg. Mark was a marine biologist who discovered good beer while living in England. Looking for a spot to build a brewery in Northern California, he was drawn to the tidal pools around Fort Bragg, and built a mini-beer empire there beginning in 1988. His Old Rasputin Russian Imperial Stout was one of the first truly great world-class beers made by early American microbreweries and helped put the nascent industry on the map. Plus he’s great fun to share a pint with. He’s retired now from the brewery, but his legacy continues to pour great beer. Join me in wishing Mark a very happy birthday.

A promotion shot of Mark in front of the old brewery with the new facility across the street in the background.
North Coast brewer Ken Kelley with Mark at the brewery a few years ago.
Mark with North Coast co-owner Tom Allen at GABF in 2006.

Filed Under: Birthdays, Just For Fun Tagged With: California, Northern California

Beer In Ads #5301: Heineken’s Bokbier

July 25, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Saturday’s ad was created for Heineken’s Bokbier, which was published around 1910. This poster was made for the Heineken Brewery, which was founded in 1864 by Gerard Adriaan Heineken. The lithograph was designed by Dutch painter Geert Grauss and printed by Senefelder, the company founded by Alois Senefelder (who invented lithography).


Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, Heineken, History, The Netherlands

Historic Beer Birthday: Franz Joseph Fabacher

July 25, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Franz Joseph Fabacher (July 25, 1826-March 3, 1897). He was born in Busenberg, which is in Bavaria, Germany. He moved to New Orleans, Louisiana when he was 21, in 1847. He became a successful grocer and restauranteur and in 1890 was an early investor in the Jackson Brewing Co. in New Orleans. By 1895, he became president of the brewery, a post he continued in until his death in 1897, when his son Laurence succeeded him in running the business.

Here’s his obituary from the New Orleans States newspaper the day he passed away on March 3, 1897:

The Jax Brewery in 1939.

And this obituary is from the next day, in the Times Picayune:

The Fabacher family around 1885. Franz Joseph is seated on the far right.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Bavaria, Germany, History, Louisiana, New Orleans

Beer Birthday: Paul Gatza

July 25, 2026 By Jay Brooks 3 Comments

Today is also Paul Gatza’s 62nd birthday. Paul was the Director of the Brewers Association in Boulder, Colorado until recently. He’s held numerous executive positions with the BA and its previous incarnation, the Association of Brewers. An avid homebrewer, Paul was great face for the BA and a terrific person, and I hope he’s enjpoying retirement immensely. Join me in wishing Paul a very happy birthday.

Me and Paul at the GABF Awards in 2019.
Toasting in New Orleans for CBC.
Working the AHA booth at GABF.
At the podium during the opening of CBC in 2008.

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Paul giving his annual state of the industry talk at CBC in 2012.

Filed Under: Birthdays Tagged With: BA, Brewers Association, Colorado

Beer Birthday: Vinnie Cilurzo

July 25, 2026 By Jay Brooks 11 Comments

Today is the 56th birthday of Vinnie Cilurzo, founder and brewmaster at Russian River Brewing. Unless you’ve been living under a rock, you know Vinnie is one of the best brewers in America and is credited with having made the first Imperial IPA. Along with his partner Natalie, his Russian River Brewery in Santa Rosa, California won unprecedented back-to-back best brewpub (and brewmaster) awards at the World Beer Cups in 2006 and 2008, and their flagship Pliny the Elder has been picked as the best beer in America by AHA members seven years in a row, but was finally bested last year by Bell’s Two-Hearted Ale, after which Vinnie sent Larry Bell and crew a case of Pliny. Vinnie is one of the nicest people in the industry you’ll ever meet. A few years ago they opened their new production brewery in Windsor, which is an amazing space. Join me in wishing Vinnie a happy birthday.

Toasting at the 4th Street brewpub in October of 2016.
Vinnie and his wife Natalie from presented to Tom Dalldorf (middle), owner of the Celebrator, a Balthazar of their yummy Damnation Ale in honor of the magazine’s 17th anniversary. (A Balthazar is 12 liters or contains about 16 normal bottles of beer.)
Vinnie and Matt Brynildson collaborating.
Vinnie & Natalie at the Pliny the Younger release in 2011.
Natalie and Vinnie in 2010.
Vinnie and Natalie at GABF in 2009.
Dave Keene, owner of the Toronado, Natalie Cilurzo, Dave’s wife Jennifer and Vinnie at CBC in Seattle.
Garrett Oliver, brewer at Brooklyn Brewing Co., and Vinnie at the Brewer’s Dinner the night before GABF begins.
Vinnie and Rich Norgrove from Bear Republic at the Summit Hop Festival a few years ago at Drake’s.
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Vinnie and me his 40th birthday party at the brewpub several years ago.
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And again several years ago at the Firestone Walker Invitational, sharing some frites.
Vinnie and a whole lot of Cantillon Zwanzee.

Filed Under: Birthdays, Just For Fun Tagged With: Bay Area, California

Beer In Ads #5300: Senats-Bock

July 24, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Friday’s ad was created for Senats-Bock, A Doppel-Bock Beer, which was published in 1955. This poster was made for the various breweries in Hamburg, Germany, who annually created a seasonal doppelbock known as “Senats-Bock” or “Hamburger Senatsbock,” which was a traditional strong collaborative Doppelbock that locak breweries each brewed in their own unique creative interpretation of a classic bock style, typically launched with a grand tapping ceremony (Anstich) early in the year, held at the Hamburg Rathaus.  The poster was created by German graphic designer and artist Thomas Abeking.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, Germany, History

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