Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5276: Last Call For Bock Beer

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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 is for an unspecified Bock Beer, which was published on June 26, 1952. This ad was for the Monroe Beer Cooler of Monroe, Michigan, which appears to still be in business. According to their Facebook page, they are “Monroe’s ONLY drive thru party store with much more than convenience to offer.” This ad ran in the Monroe Evening News, also of Monroe, Michigan.

Beer In Ads #5275: Gerst Bock Beer! The Famous Spring Tonic.

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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.

Thursday’s ad is for Gerst Bock Beer, which was published on June 25, 1908. This ad was for the Gerst Brewing Co. of Nashville, Tennessee, which was originally founded in 1859 as the Nashville Brewery. This ad ran in the New Decatur Advertiser, of New Decatur, Alabama.

Beer In Ads #5274: Spaten Helles Lagerbier

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I’m taking a one-day break from posting Bock ads because today is the day Spaten released what today we simply call Helles in Munich and the rest of Germany. They had test-marketed it in Hamburg beginning March 21, 1894, but waited until the following summer for a full roll out, which began on June 20, 1895.

Saturday’s ad is for an “Spaten Helles Lagerbier,” or more fully “Helles Lagerbier nach Art des Pilsener Biers” (pale lager beer in the style of Pilsener beer) which was published on or around June 20, 1895. This ad ran in the “Das Bayerische Vaterland” (The Bavarian Fatherland), which was a daily newspaper published in Munich from 1869 to 1934. I believe it’s one of the earliest ads, if not the earliest ad, for Helles beer.

Historic Beer Birthday: Sebastian Didas

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Today is the birthday of Sebastian Didas (June 20, 1812-March 14, 1870). He was born in Tholey, Sankt Wendel, Saarland, Germany. When he was 28 years old, in 1847, he moved to the U.S., settling in Steuben County, New York, which is in the southwestern part of the state and the home of Corning Glass. Before moving from Europe, he married Magdalena Scheier in 1841, and the couple had four sons, three while still in Germany and the youngest in America. In 1860, he started his own brewery in Perkinsville, New York known simply as the Sebastien Didas Brewery. As soon as his sons were old enough, he put them to work in the brewery and after his death, his second son, Nicholas, took over running the brewery and was renamed Nicholas Didas & Co. Nicholas ran the brewery for another dozen years, then retired and became a farmer in 1882.

Beer In Ads #5273: The Best Bock Beer!

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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 is for an unspecified Bock Beer, which was published on June 19, 1868. This ad was presumably for a local saloon in Milwaukee, Wisconsin, apparently owned or managed by H. Mathieu and was located at the corner of West Water and Spring Streets. Mathieu was announcing that he’s recently “refitted” it and his saloon and restaurant were reopening. I assume that’s in Milwaukee, but I can’t be sure. Google maps doesn’t have that as an exact intersection. This ad ran in the Milwaukee Daily News, of Milwaukee, Wisconsin.

Beer In Ads #5272: Adler-Bräu Doppel-Bock

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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.

Thursday’s work was created for “Adler-Bräu Doppel-Bock,” which was published in the 1920s (probably). It was created for the Adler-Brauerei Gustav Dierichs KG of Wuppertal, North Rhine-Westphalia, Germany, which was founded in 1858. I’m not sure exactly who the artist was but there’s a stylized signature that looks like the initials G.N.

Beer In Ads #5271: Bock Thillier

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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.

Wednesday’s work was created for “Bock Thillier,” which was published in 1926. It was created for the Brasserie Paul Thillier Fruges of Pas-de-Calais, France, which was founded in 1881. This poster was done by Editions Bachollet of Paris, France.

Beer In Ads #5270: Bock Beer Prima Special

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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.

Tuesday’s ad is for an unspecified Bock Beer, which was published on June 17, 1932. This ad was presumably for a local beer distributor of Kenosha, Wisconsin, apparently owned or managed by Arthur F. May and was located at 2628 63rd Street. I assume that’s also in Kenosha, but I can’t be sure. Google maps doesn’t have that as an exact address and today it apperas to be a residential neighborhood. Although there us a business on the corner nearby which was called the Blue Collar Tave (which is currently “temporarily closed). This ad ran in the Kenosha Evening News, of Kenosha, Wisconsin.

Beer In Ads #5269: Lion Bock Now On Tap

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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 work is a sign created for “Lion Bock,” which was done sometime between the 1880s and 1919. It was created for the Windisch-Muhlhauser Brewing Co. of Cincinnati, Ohio, which was founded in 1866. This poster was done by chromolithographers Wolf & Co. in Philadelphia, Pennsylvania.

Beer In Ads #5268: A Message From Spring

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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 is for Magnolia Bock Beer, which was published on June 14, 1908. This ad was for the Houston Ice & Brewing Co. of Houston, Texas, which was originally founded in 1892 by Hugh Hamilton. This ad ran in the St. Landry Clarion, of Opelousas, Louisiana.