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Jay R. Brooks on Beer

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Beer In Ads #5156: Straub Bock Beer

December 30, 2025 By Jay Brooks Leave a Comment

Last year 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.

Tuesday’s poster is for Straub Bock Beer, which was created around 1940. This poster was for the Straub Brewery of St. Mary’s, Pennsylvania, which was originally founded in 1872. I’m not sure who the artist was who created it.

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

Beer In Ads #5155: Bock Beer Festival Parade

December 29, 2025 By Jay Brooks Leave a Comment

Last year 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.

Monday’s poster is for Bock Beer, which was created probably in the mid-1800s. The title of the oil sketch is “Bockbierfestzug” or “Bock Beer Festival Parade.” The artist was Anton Muttenthaler, who was originally born in Höchstädt an der Donau (Höchstädt on the Danube) in 1820 and died in Leipzig in 1870. The work is in the Munich City Museum.

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

Beer In Ads #5154: Springtime Is Bock Beer Time

December 28, 2025 By Jay Brooks Leave a Comment

Last year 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.

Sunday’s ad is for Bock Beer, which was first published in February of 1950. This ad was part of the Beer Associations’ “Beer Belongs” and “Home Life in Americ” series that ran from the 1940s into the early 1960s. This one was an inset piece that was part of Ad No. 39, entitled “Impromptu Concert, by John Gannam.

Filed Under: Art & Beer, Beers, Food & Beer Tagged With: Advertising, BA, Bock, History

Beer In Ads #5153: Lithia Christmas Bock

December 27, 2025 By Jay Brooks Leave a Comment

Last year 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.

Saturday’s holiday ad is for Lithia Bock Beer, which was published on December 27, 1935. This ad was for the West Bend Lithia Brewing Co. of West Bend, Wisconsin, which was originally founded in 1856 by Christopher Eckstein. It was known as the West Bend Lithuia Brewing Co. from 1911-1920, and then the West Bend Lithia Co. from 1920 until closing in 1972. This ad ran in The West Bend News, covering Northwest Ohio and Northeast Indiana.

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

Beer In Ads #5152: Only 18 More Days Till “Bock Time”

December 26, 2025 By Jay Brooks Leave a Comment

Last year 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.

Friday’s holiday ad is for Lucky Age-Mellowed Bock Beer, which was published on December 26, 1934. This ad was for the Interstate Brewing Co. of Vancouver, Washington, which was originally founded in 1856 by John Kuench as the Vancouver Brewery. For most of its existence it was known as the Star Brewery, and as Interstate Brewing from 1939-1950. This ad ran in The Oregonian from Portland, Oregon.

Filed Under: Beers

Beer In Ads #5151: Old Reading Bock Beer

December 25, 2025 By Jay Brooks Leave a Comment

Last year 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.

Thursday’s holiday ad is for Old Reading Bock Beer, which was published on December 25, 1934. This ad was for the Reading Brewing Co. of Reading, Pennsylvania, which was originally founded in 1866, and closed when I was in high school. This ad ran in The Reading Times, which was my hometown newspaper growing up, also from Reading, Pennsylvania.

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

Beer In Ads #5150: Santa’s Gem Bock Beer

December 24, 2025 By Jay Brooks Leave a Comment

Last year 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.

Wednesday’s ad is for Gem Bock Beer, which was published on December 24, 1950. This ad was for the Walter Bros. Brewing Co. of Menasha, Wisconsin, which was originally founded as the Island City Brewery in 1860. It became known as Walter Bros. in 1933 after prohibition, although the brothers had been involved in the brewery since 1888. This ad ran in The Green Bay Press Gazette, from Green Bay, Wisconsin.

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

Twas The Beer Before Christmas: A Brewery Visit From St. Nicholas

December 24, 2025 By Jay Brooks 1 Comment

santa-sleigh-2
While not widely known, St. Nicholas, among his many patronages includes brewers. He is a patron saint of brewers. The way we think of St. Nick in America begins with the publication of Twas the Night Before Christmas: A Visit From St, Nicholas by Clement C. Moore in 1823. So with my tongue firmly set in my cheek, I decided to rewrite Moore’s masterpiece, moving his visit from the home to the brewery. Hoppy Christmas. Enjoy. For more detail on how this came about, and about the original poem, see below.

Twas the Beer Before Christmas:
A Brewery Visit From St. Nicholas

‘Twas the beer before Christmas, when down in the brewery
Not a bottle was stirring, not a mouse dared to scurry;
The hoses were hung by the kettle with care
In hopes that St. Nicholas soon would drink there;

The bottles, like children, nestled snug in their beds,
While visions of candi sugar fermented their heads;
The brewers, in hoodies, gave just the impression,
They’d all settled down for a long winter’s session,

When outside by the tanks there arose such a clatter,
I sprang from the kettle to see what was the matter.
Away to the rollup I flew like a flash,
Tore open the lock, the door flew up with a crash.

The moon on the breast of the newly-paved tarmack
Gave the lustre of stout looking velvety black,
When, what to my sobering eyes should appear,
But a miniature delivery wagon, and eight kegs of beer,

With a little old brewmaster, so lively and quick,
I knew in a moment it must be St. Nick.
More rapid than fermenting his brewers they came,
And he whistled, and shouted, and called them by name:

Now, Busch! Now, Rheingold!, now, Pabst and Carling!
On, Schlitz! on, Schmidt! on, Miller and Yuengling!
To the top of the jockey box! To the top of the cask!
Now drink away! drink away! drink away the whole flask!”

As dry hopping that before the wild bittering fly,
When they meet with an obstacle, toast a drink to the sky;
So up to the brewery-top the brewers they flew,
With the wagon full of Beers, and St. Nicholas too.

And then, glasses tinkling, I heard on the roof
The toasting and drinking of each little goof.
As I drew in my head, and was turning around,
Out the fermenter St. Nicholas came with a bound.

He was dressed all in red, from his toes to his top,
And his coveralls were soiled with spent grain and hop;
A carton of Beers he had flung on his back,
And his rubber boots squeaked as he opened his pack.

His besotted eyes—how they twinkled! his dimples how merry!
His cheeks were all rosy, like New Glarus cherry!
His droll little mouth was beseeching our pardon,
And the beard of his chin was as white as Hoegaarden;

The end of a zwickel he held tight in one hand,
While the other held Watermelon Wheat that was canned;
He had a beer belly, that bent two stumpy legs,
That shook when he laughed, like a half-emptied keg.

He was chubby and plump, a right jolly old brewer,
And I drank when I saw him, for what could be truer;
A wink of his eye as he poured generous heads,
Soon gave me to know he would join us instead;

He spoke not a word, but went straight to his work,
And emptied the bottles; then sat with a smirk,
And raising his glass, he gave the first toast,
Then each brewer, in turn, drank to his own riposte;

Then he sprang to his wagon, to his brewers gave a whistle,
And away they all flew like a hop torpedo missile.
But I heard his last toast, ere he drove out of here,
“Hoppy Christmas to all, and to all drink good beer.”

santa-watermelon

More About the Original Poem & How This Version Came To Be

In late 2009 — a Saturday night — I read Porter and Alice, my two kids, Twas the Night Before Christmas: A Visit From St, Nicholas by Clement C. Moore. Whenever I read something I know to my children (which happens a lot, kids love repetition) the writer in me edits as I go. I change words as if it was my work, I flatter myself I’m improving it or correcting mistakes. A scatterbrained scheme was hatched as I again read them what’s probably the most famous Christmas poem.

First published in 1823, according to Wikipedia, “it is largely responsible for the conception of Santa Claus from the mid-nineteenth century to today, including his physical appearance, the night of his visit, his mode of transportation, the number and names of his reindeer, and the tradition that he brings toys to children. Prior to the poem, American ideas about St. Nicholas and other Christmastide visitors varied considerably. The poem has influenced ideas about St. Nicholas and Santa Claus beyond the United States to the rest of the Anglosphere and the world.”

As I’ve written about before, St. Nick is also a Patron Saint of Brewers. So with my tongue firmly set in my cheek, I decided to rewrite Moore’s masterpiece, moving his visit from the home to the brewery.

As it happens, there are a lot of different versions of the poem, with incremental changes having been made over the years. I used, for no particular reason, an edition from Trans-Pacific Radio. Enjoy. Hoppy Christmas. You can also compare the two versions side by side, which also includes the brewers names I’ve used in previous years. The plan is to change those each year.

Feel free to share my version of the poem, with credit if you please, plus a link back here is always appreciated.

UPDATE: Georgia’s Sweetwater Brewing also did their own beer-themed version called Sweetwater’s Night Before Christmas. There’s also another beer-themed one I shared last year, Twas the Brewer’s Night Before Christmas. For many more parodies, check out the Canonical List of ‘Twas the Night Before Christmas Variations, which contains 849 different variations on the poem.

Filed Under: Beers, Breweries, Just For Fun Tagged With: Christmas, Holidays, Poetry

Beer In Ads #5149: Merry Christmas From The Brewers Of Gem Bock Beer

December 23, 2025 By Jay Brooks

Last year 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.

Tuesday’s ad is for Gem Bock Beer, which was published on December 23, 1950. This ad was for the Walter Bros. Brewing Co. of Menasha, Wisconsin, which was originally founded as the Island City Brewery in 1860. It became known as Walter Bros. in 1933 after prohibition, although the brothers had been involved in the brewery since 1888. This ad ran in The Post Crescent, from Appleton, Wisconsin.

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

Beer In Ads #5148: Frontenac Christmas Bock Beer

December 22, 2025 By Jay Brooks

Last year 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.

Saturday’s ad is for Frontenac Christmas Bock Beer, which was published on December 22, 1914. The brewery was the Frontenac Breweries Limited of Montreal, Canada, which was originally founded in 1911. This ad ran in The Montreal Star also of Montreal, Canada.

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

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