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Beer In Ads #5010: Twice Decorated Hornung’s White Bock Beer

June 28, 2025 By Jay Brooks Leave a Comment

Last year I decided to concentrate on Bock ads. 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 Hornung’s White Bock Beer, which was published on June 28, 1935. This one was for the Jacob Hornung Brewing Co. of Philadelphia, Pennsylvania, which was originally founded in 1885. This ad ran in The Evening Sun, covering York and Adams Counties, Pennsylvania. I love that they’re promoting their two wins in Paris, in 1912 and 1934.

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

Historic Beer Birthday: Peter Straub

June 28, 2025 By Jay Brooks Leave a Comment

straub
Today is the birthday of Peter P. Straub (June 28, 1850-December 17, 1913). He was born in Felldorf Starzach, Baden-Württemberg, Germany, and founded the Straub Brewery in St. Mary’s, Pennsylvania in 1872. The brewery is still owned and operated today by the Straub family.

peter-p-straub

Here’s his biography from his Wikipedia page:

Born to Anton Straub and his wife, Anna Maria Eger. The Straub family had been brewing a local beer for generations. As expected Peter learned a trade important to the brewing art. He became a Cooper, a craftsman who makes wooden barrels. Peter aspired to be a brewer and at the age of 19 in 1869 immigrated to the United States for a better and more prosperous life. Upon his arrival in the United States he found employment at the Eberhardt and Ober Brewing Company in Pennsylvania. Peter admired his employers’ pledge to forfeit $1,000 if any adulteration was found in their beer, and as he honed his brewing skills to a sharp edge, he adhered faithfully to this promise. Eventually he tired of city life and moved north to Brookville, where he perfected his brewing process while working in the Christ and Algeir Brewery.

Peter later moved to Benzinger (St. Marys), where he met and married Sabina Sorg of Benzinger. The couple settled in Benzinger and had ten children: Francis X., Joseph A., Anthony A., Anna M., Jacob M., Peter M. (who died at two years of age), Peter P., Gerald B., Mary C., and Alphons J.

Peter’s employment in Benzinger was with the Joseph Windfelder Brewery and he worked there until he purchased the Benzinger Spring Brewery (founded by Captain Charles C. Volk in 1855) from his father-in-law, Francis Xavier Sorg. It was then that Straub Beer and the Straub Brewery was born.

straub-family-1904
The Straub Family in 1904.

This early account of Straub’s life is from the brewery website:

Peter Straub was born on June 28, 1850 in Felldorf, Wuerttemburg, Germany, to Anton and Anna M. Eger Straub.

As a teenager, Peter was educated and worked as a cooper, which is a craftsman skilled in making and repairing wooden barrels and casks. He also became well versed in the allied trade of Brewing.

Peter honed his trade in Germany, France and Switzerland. At age 19 (in 1869), Peter Straub traveled to the United States and settled in Allegheny City, Pennsylvania, working at the Eberhardt and Ober Brewing Company. He next moved to Brookville and worked at the Christ and Allegeier Brewery. He again moved to Allegheny City and then to McKeesport and Centerville (later renamed Kersey). In 1872, Peter settled in St. Marys.

peter-straub-and-sons

In St. Marys, Peter first worked at the Windfelder Brewery, which later became the Luhr Brewery, on Center Street. In the early 1870s, Peter was hired by Francis Sorg as brewmaster and manager for his brewery. The standard Straub Brewery founding date of 1872 reflects when Peter first moved to St. Marys and began brewing. He did not own the brewery until 1878.

Peter Straub began courting Francis Sorg’s eldest daughter, Sabina, marrying her on November 23, 1875. A few years later, Peter and Sabina, along with their eldest son Francis (one year old at the time) traveled back to Germany and then on to France, where they attended the Exposition Universelle in Paris. Peter and Sabina had 10 children: Gerard Benedict (Gerry), Peter (Sr.), Mary Crescentia (Marian, later Mrs. Daniel Curran), Alfonse James (Ponce), Peter Paul (Pete), Jacob Melchior (Fr. Gilbert), Joseph Anthony (Joe), Anna Angela (later Mrs. Frederick Luhr), Francis Xavier (Frank), Anthony Albert (Tony) and Peter Mathaeus (died at age two).

Straub Beer HistoryEarly on, Peter introduced his sons to the world of brewing. Straub used wooden kegs for his beer. He always placed a red band around his barrels to ensure that people would know they were drinking his beer and so that he would get them back. As a lasting trademark tribute to Peter, the brewery continues to place a bright red band around each of its barrels. Red has become a trademark color for the brewery.

Following Peter’s death on December 17, 1913, his sons assumed control of the brewery, renaming it the Peter Straub Sons Brewery. During this time, the brewery produced Straub Beer as well as other beer, such as the pilsner-style Straub Fine Beer and Straub Bock Beer. In 1920, the Straub Brothers Brewery purchased one half of the St. Marys Beverage Company, also called the St. Marys Brewery, where St. Marys Beer was produced. During Prohibition, which lasted from January 29, 1920, until December 5, 1933, the brewery produced nonalcoholic near-beer. On July 19, 1940 they purchased the remaining common stock and outstanding bonds of the St. Marys Beverage Company.

straub-brewery-1895-closeup

The Benzinger Spring Brewery in 1895.

And this account is by Erin L. Gavlock, from 2009, at the Pennsylvania Center for the Book at Penn State:

High in the Allegheny Mountains of Elk County, a tradition has been brewing for nearly a hundred and forty years. Straub (pronounced Strawb, not Strowb) Beer, the local brewery on Sorg Street in St. Marys, has not tampered with its recipe since Peter Straub crafted the lager’s signature taste in 1872. This sixth generation brewery is dedicated to preserving the original German formula and sticking in its original location, a difficult task for an old-time establishment in the modern era. For the descendents of Peter Straub, keeping the Straub custom is what makes the company a “brewery, not a beer factory.”

The tradition of Straub Beer began in the small village of Felldorf, Germany where Peter Straub was born into an lager-making family on June 28, 1850. He grew up in Germany learning the brewing business and eventually becoming a cooper, a maker of the wooden barrels used to hold beer. Like many other artisans of the time, Straub was unhappy with life as a cooper and dreamed of greater success. He wanted to participate in the family trade, to become a brewer of his own beer. Unable to rise above his economic status in Germany, Peter Straub took his vision and immigrated to the United States at the age of 19, arriving in Allegheny City, Pennsylvania in 1869.

In Allegheny City (now Pittsburgh’s north side), Straub went to work for Eberhardt and Ober, (the current Penn Brewery). At Eberhardt and Ober, Peter Straub became a student of his employer, John N. Straub (no relation) and quickly took to John’s administrative principles. The company promised to serve completely pure beer, untainted by additives such as salt or sugar, to its customers and backed that promise with a $1,000 refund to any contaminated sale. This code of law conduct rang true to Peter Straub and it became a principle he swore to brew by.

While perfecting his brewing technique in the city, Straub grew homesick for his quaint, German village. He decided to escape the loud, crowded streets of Allegheny City and retreated to the quietude of Elk County. He settled in St. Marys, marrying Sabina Sorg and working for various local breweries until Sabina’s father, Francis Xavier Sorg, sold his Benzinger Spring Brewery to him in 1872. Peter Straub finally got his long-awaited start as a brewer. Straub owned and operated the Benzinger Spring Brewery until he died in 1912 and left the company to his son, Anthony. Anthony Straub changed the name of the brewery to “Peter Straub Sons’ Brewery,” the only alteration he would make to his father’s business. From there, Peter Straub’s beer would become a Pennsylvania legend.

The Bavarian Man, a long-time image of the Straub Brewery that recalls its German roots.
Fast-forward over a hundred years from Straub’s humble beginnings to today and one will find the Straub Brewing pledge remains unchanged. The company still serves only unadulterated beer to its customers, proclaiming to be “The Natural Choice.” “Our all grain beer is brewed from Pennsylvania Mountain Spring water and we don’t add any sugar, salt, or preservatives to our recipes,” brew master Tom Straub told St. Marys’ Daily Press. “You can say our beer is a fresher, healthier choice than many of the selections in the marketplace.” Although time and technology have forced a transformation in brewing techniques and standards, the taste, ingredients, and the location of Straub have remained constant. Still located in St. Marys, the brewery depends upon the same mountain water from the Laurel Run Reservoir to blend with all-natural ingredients of cornflakes (used to produce fermentable sugars), barley and hops. “Our brewing process is virtually unchanged since our great, great, grandfather, Peter Straub, perfected it in 1872,” Straub’s promises. The reason behind sticking to the fresh taste of the original recipe is simple: people like it. Through the century, Straub has grown a dedicated patronage in western Pennsylvania with its traditional flavor. “Our style of brewing has pretty much stayed the same over the years, but what is interesting is that our popularity has grown and the reputation of our hand-crafted beer has increased,” Straub CEO Bill Brock said. “It is nice to know that we are becoming increasingly popular not for something we’ve changed, but rather for something we’ve always done well.”

The choice to protect and maintain the brewing customs has kept Straub a small, family owned brewery. “We’ve always thought small. We’re more about quality than quantity,” Dan Straub, former CEO, told Fredericksburg, Virginia’s Free-Lance Star. Until June 2009, Straub Beer was only distributed in glass bottles throughout Pennsylvania and Ohio. Now Straub is being brewed and distributed in aluminum cans in Rochester, New York at the High Falls Brewery. The recipe and method have not changed in the new setting and are under the careful watch of brew master Tom Straub. Despite the recent company growth, Straub still only produces about 45,000 barrels of beer per year. “We are unique; we are much larger than a micro brewery yet far, far smaller than some of the leading national brands,” said Bill Brock. In the middle ground, the brewery has managed to survive beer tycoons, economic depression, and cultural trends—a tough maneuver for a company exporting from Pennsylvania’s least populated region. “I believe the brewery has survived because of the fact that it is family owned; it is steeped in tradition and we have an absolute passion for making beer and our products,” said Brock. “From my perspective, the company and our traditions are a huge legacy and there is a clear obligation to continue these traditions.” Keeping to the family legacy has allowed Straub to persevere through the years to become the second oldest brewery in Pennsylvania after Yuengling.

Staying small and faithful to the company’s founding principles has enabled Straub to keep traditions that other larger breweries have been forced to abandon. The returnable bottle, an eco-friendly service that allows customers to send glass bottles back to the brewery for recycling, is still offered at Straub. “We stayed with the returnable bottles first of all, and I think this is really important, because we have a really strong customer base and they like the returnables,” Bill Brock said during a 2009 radio broadcast. “Over the years we maintained it while other breweries slowly fazed them out.” For Straub, a successful regional brewery, shipping bottles back to the factory is feasible, where it would create more pollution for national brands to do the same. In the future, Straub hopes to go greener and offer more returnables to customers. “We’d love for it to grow,” Brock said. “We think it is the right thing to do and if we can blend the right thing to do with making our customers happy that’s almost a perfect world.”

Another Peter Straub tradition kept to make customers happy is the Eternal Tap, an oasis for Elk County beer drinkers. The Eternal Tap, established long before any of the brewery’s current chief operators were born, is a “thank you” gesture for patrons, daily providing two mugs of complimentary, fresh cold beer to anyone of legal drinking age. “The roots of it go as far back as the brewery itself and I am sure that my great, great, grandfather, his workers and their friends would spend time at the end of the week enjoying a few pints of freshly brewed beer,” Brock said. According to Bloomington, Illinois’ Pantagraph, the Eternal Tap sprang up shortly after Peter Straub received the Benzinger Spring Brewery from his father-in-law as a way to draw beer enthusiasts to the taste of Straub. Since the marketing gimmick started in 1872, the Eternal Tap has not been turned off, giving free beer to customers in good times and bad.

Although Straub has been in operation for more than a century since its founder’s death, if Peter Straub were able to return to his brewery today, he might feel as if he still ran it. The original recipe, the customer appreciation, and the environmental concerns he founded his business upon are still principal brewing laws at Straub today. For the descendents of Peter Straub, keeping the tradition was second nature. “For me, being President/CEO, my job is to be faithful to the traditions and it is really not that difficult,” Brock said. “I have one of the best jobs in the world and I have been given the opportunity to continue an important tradition and legacy.”

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

Historic Beer Birthday: James Anderton

June 26, 2025 By Jay Brooks 1 Comment

anderton
Today is the birthday of James Anderton (June 26, 1830-December 28, 1905). Anderton was born in Lancashire, England (some accounts say Streetbridge, Royston, while others say Haslingden), but came to America with his parents when he was 26 and made his way to Beaver Falls, Pennsylvania. He worked as a miner for several years, before shifting to the hotel business. In 1869, he started the Spring Water Brewery. After modest success, he built a larger brewery, renaming it the Anderton Brewery, which continued in business until closed by prohibition.

james-anderton

Here’s a summary of James and his Anderton Brewery from Lawrence County Memoirs:

James Anderton (1830-1905), born in England, came to the United States in 1856 and eventually made his way to Beaver Falls. Along with his brother Jonathan Anderton he founded the Spring Water Brewery Company in 1869. The company, located next to the railroad station at 24th Street (and Ninth Avenue), was reorganized and modernized in about 1891 as the Anderton Brewery Company. James Anderton’s son William H. Anderton later took over management of the firm and it was merged in 1905 to become part of the Pittsburgh-based Independent Brewery Company (1905-1933). The local facility was closed in 1920 (like many other breweries) with the enactment of nationwide prohibition.

anderton-brewery-2

While I could find only a couple of photographs of the brewery, and only one of Anderton himself, there are a number of biographies detailing his life. For example, here’s another one from “Biographical Sketches of Leading Citizens of Beaver County, Pennsylvania,” published in 1899.

James Anderton, the father of William Henry, was born in Streetbridge, Royston, Lancastershire, England, June 26, 1830. He worked for eighteen years in the mines in his native place, beginning at the early age of eight years. In his youth he had no educational advantages whatever, his only mental training being a night school organized by himself and his fellow miners, known as the “Youth’s Seminary.” There the boys taught each other, being too poor to afford an experienced teacher. The school organized by these lads has grown into a famous institution of learning, and is now known as the Literary Institute of Oldham, England.

James Anderton accompanied his parents to America when twenty-six years of age, worked in the mines at Fallston, until 1866, and then removed to New Brighton, Pennsylvania. He continued to follow this occupation at the latter place until March, 1868, when he removed to Beaver Falls, purchased his present residence, and engaged in the hotel business. The following year (1869), he went into the brewing business in a small frame building, situated quite near the elegant structure in which he at present officiates. The first brewing was made November 30, of the same year, and consisted of only nine barrels. In 1875, Mr. Anderton built the old part of the present structure, and with a much increased capacity, he continued to brew ale and porter until 1895, when he built a large brick addition, with all the modern improvements, and began brewing beer. The Anderton Brewery is now one of the most complete up-to-date breweries in Pennsylvania, and has a capacity of 30,000 barrels per year. There are many larger breweries in the Keystone State, but none more complete.
While, still in his native land, James Anderton was united in marriage with Betty Green-wood, a daughter of Joseph and Mary Greenwood. This event took place in 1852, and their union is blessed with five children, viz.: Jonathan; Mary G.; William H.; William H., second ; and Sarah A. Jonathan was born June 2, 1853; he is vice president of the Anderton Brewing Company. He wedded Margaret Hart, a daughter of Hilton and Ann Hart, and their home is made happy by the presence of four sons: James, Hilton, Jonathan, Jr., and William H. Mary G. was born February 1, 1858. She became the wife of C. W. Rohrkaste, who is now superintendent of the Anderton Brewery. They have three children: James A.; Mary A.; and Florence E. William H., the third child, died at the tender age of five years, and the same name was given to the next child. William H., the fourth child, is the subject of this brief sketch. Sarah A., the fifth child, was born October 14, 1869, and died in early childhood, aged three years.

James Anderton is a fine illustration of a self-made man, which in a great measure is due to his progressiveness, reliability and integrity. He ranks among the most esteemed citizens of Beaver Falls, and takes an active interest in fraternal organizations, being a member of Lone Rock Lodge, K. of P.; Valley Echo Lodge, I. O. O. F.; Mechanics Lodge, A. O. U. W.; and Beaver Valley Lodge, F. & A. M., of which he has been treasurer for the past nineteen years. He was one of the organizers and original stockholders of the Union Drawn Steel Co., and is one of the stockholders of the People’s Water Co., of Beaver Falls. In his religious convictions, the elder Mr. Anderton is an Episcopalian, of which denomination he and his family are members. Politically, he is a stanch Democrat, but could never be persuaded to seek or accept public office.

anderton-brewery-1899
The Anderton Brewing Co. was located in Beaver Falls, between 23rd and 24th streets near the railroad tracks. The local owners would sell their company in 1905, but the brewery remained in Beaver Falls producing beer until 1922.

Here’s another biography from the “Book of Biographies.”

anderton-bio-1
anderton-bio-2

Nonpareil-Beer-Labels-Independent-Brewing-Co-of-Pittsburgh-Anderton-Brewery

The year Anderton died, the brewery merged into the Pittsburgh entity known as Independent Brewing Co., a conglomerate of breweries formed by the merger of fifteen Pittsburgh and the surrounding area breweries in 1905. But James’ son William continued in a management role with the brewery until it was closed by prohibition.

anderton-tray-190s

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

Historic Beer Birthday: Christian Schmidt

June 24, 2025 By Jay Brooks 1 Comment

schmidts-beer
Today is the birthday of Christian Schmidt (June 24, 1833-September 6, 1894). Schmidt was born in Magstadt, Wurtemberg, Germany but moved to Philadelphia as a young man. In 1859, he became a partner with the Robert Coutrennay Brewery but bought him out the following year, renaming the brewery the Christian Schmidt Brewing Company until his sons joined the brewery in 1892, when it became known as C. Schmidt & Sons.

Here’s a biography of both Schmidt and his brewery from Workshop of the World — Philadelphia:

Christian Schmidt, an immigrant from Wurtemberg, Germany, purchased the Robert Courtenay brewery which primarily produced ale at this site in 1860. The acquisition of other breweries, such as Peter Schemm, in addition to the production of lager beer, boosted output to 100,000 barrels by 1892. A marked expansion of the physical plant kept pace with the brewery’s growth.

The last quarter of the nineteenth century was Philadelphia’s shining era for large and small breweries. Bergner and Engel (120,000 barrels), and William Massey and Company (75,000 barrels), were the third largest and eleventh largest breweries respectively in the U. S. in 1877. By 1895, Bergner and Engel with 250,000-300,000 barrels had fallen to 15th place; the largest local brewery. Other major companies were Engels and Wolf, Betz and Bergdoll. Christian Schmidt was succeeded by his son Edward who headed the company from 1895 until 1944. There were 421 employees at Schmidt’s in 1943. It had survived and thrived through new technologies—refrigeration, and political impediments, even Prohibition, which decimated other breweries both locally and nationally. Only 26 breweries operated in Pennsylvania in 1960. Philadelphia lost brands such as Esslinger, Poth, Gretz and Class and Nachod.

Schmidt family ownership ceased in 1976 with the sale of the brewery to William H. Pflaumer. By the late 1970s Schmidt’s was the tenth-largest American brewery. It operated a plant in Cleveland, Ohio which facilitated mid-west regional sales. Valley Forge Brewing Company was acquired in the 1960s, Duquesne Brewing Company (Pittsburgh) in 1972, and label and brewing rights to Reading and Bergheim were purchased in 1976, Rheingold in 1977, Erie Brewing Company, with its Koehler brands in 1978. In 1981, Ortlieb, the only other Philadelphia brewery, was purchased by Pflaumer. Schmidt’s, unable to cope with the marketing muscle of the giant national brewers even though it employed 1,400 and produced three million barrels of beer as recently as 1984, sold its brands to G. Heileman Brewing Company of La Crosse, Wisconsin, in April 1987. Production of the Schmidt’s labels slumped to about $1.6 million barrels in 1986, less than one percent of the total U. S. Market. The demise of Schmidt’s marked the end of the large brewery in Philadelphia.

In Rich Wagner’s Philadelphia Beer: A Heady History of Brewing in the Cradle of Liberty, he has this to say about Christian Schmidt:

c-schmidt-bio

schmidts-1930s
The Schmidt’s brewery in the 1930s.

And in One Hundred Years of Brewing, published in 1903, this was the entry for C. Schmidt & Sons.

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

Historic Beer Birthday: Joseph Seelinger

June 23, 2025 By Jay Brooks 9 Comments

eagle-erie
Today is the birthday of Joseph Seelinger (June 23, 1863-October 17, 1939). He was born in Erie, Pennsylvania, the son of Joseph F. Seelinger, who owned the Erie City Brewery for a time. Originally founded in 1861 by George Frey, Seelinger bought in 1870, renamed it the Joseph F. Seelinger Brewery in 1872, but closed it for good the same year, and relocated to Norfolk, Virginia and opened the Onyx Saloon.

Joseph-Seelinger

This short obit is from Find-a-Grave:

Joseph Seelinger aged 76, operator of one of Norfolk’s Bygone popular restaurants, and who entertained such prominent personages as President Grover Cleveland, when the latter came to Norfolk on duck hunting trips, died yesterday afternoon at 4:30 at his residence, 318 Mowbray Arch.

Mr. Seelinger came to Norfolk in his early life from Erie Penn. and became widely know throughout the city by the fastidious diners with whom cost was not a factor. In the gay days of Norfolk his place was the center of fashionable gatherings, especially around the holiday seasons.

Mr Seelinger was an active member of Norfolk Lodge No. 38, BPOE. He was the son of F Joseph and Elizabeth Stemmer Seelinger, he is survived by his sons Sherman E and Joseph P Seelinger and two daughters Mrs. C J Aydlette and Mrs C C Dixon.

Onyx-Saloon-Norfolk-blotter

The family never looked back and found success with the restaurant saloon in Virginia. There’s also an entertaining account of the time Saloon Owner “Joe” Went Gunning with Grover Cleveland. That may be Seelinger in the trade card below, but nobody seems to be able to confirm it.

Onyx-trade-card

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

Beer In Ads #5006: Valley Forge Bock Beer

June 22, 2025 By Jay Brooks Leave a Comment

Last year I decided to concentrate on Bock ads. 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 Valley Forge Bock Beer. The ad was published in 1954. This one was for the Adam Scheidt Brewing Co., which was located in Norristown, Pennsylvania and was originally founded in 1866. This ad ran in The Evening Star, of Washington, D.C.

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

Beer In Ads #5003: Old Reading Bock Beer

June 19, 2025 By Jay Brooks Leave a Comment

Last year I decided to concentrate on Bock ads. 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 ad is for Old Reading Bock Beer. The ad was published in 1935. This one was for the Reading Brewing Co., which was located in Reading, Pennsylvania and was originally founded in 1886. This ad ran in The Reading Times, also of Reading, Pennsylvania.

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

Historic Beer Birthday: John Gardiner Jr.

June 19, 2025 By Jay Brooks Leave a Comment

Today is the birthday of John L. Gardiner Jr. (June 19, 1857-October 31, 1931). Gardiner was most likely born in Philadelphia, where his father, John Gardiner Sr., moved from upstate New York to buy the James Smyth Brewery in 1874, renaming it John Gardiner & Co. Brewery. In 1883, Gardiner renamed it again, this time the Continental Brewing Co., which remained its name until it closed at the start of prohibition in 1920. I haven’t been able to confirm his involvement with his father’s brewery, but it seems likely as the eldest surviving son that he would have operated the family brewery after his father passed away in 1903. One source, “The Brewer’s Hand-Book for 1918,” appears to list him as President of the brewery that year, and another Jr., his own son, as Secretary (although his Find-a-Grave page does not list a son), so I suspect I don’t have this quite right yet..

Junior’s father and his family are mentioned in the history of Schmidt’s Brewery, where he worked:

For generations the name of Gardiner had been well known in brewing circles. The family owned the Continental Brewing Co. in Philadelphia. John Gardiner married a daughter of Christian Schmidt. John Gardiner Jr., and Edward A. Gardiner, sons of John Gardiner, joined Schmidt’s to add new luster, in, respectively, sales and finance., to the family management team.

During the entire period of relegalization- including the peak year of 1955- and through to 1958, John Gardiner Jr., a grandson of the founder, was sales and advertising manager for the brewery. Mr. Gardiner, now a vice president, saw sales rise under his management from 106,000 in 1934 to almost 2 million in 1955.

Edward A. Gardiner, his brother, now chairman of the board, was responsible for the financial arrangements which made possible the various expansions of the brewery in the 1930’s, 40’s and early 50’s. It was Mr. Gardiner’s raising of the funds to accommodate the expansion of the company in 1947 and 1948 which kept the brewery abreast of modern changes and in a position to meet the difficult competitive challenge of the postwar years.

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

Beer Birthday: Ed Stoudt

June 17, 2025 By Jay Brooks

stoudts-new
Today would have been the 85th birthday of Ed Stoudt, co-founder along with his wife Carol of Stoudt’s Brewing in Adamstown, Pennsylvania. Unfortunately, Ed passed away in February of 2023. Growing up near there, in Shillington, Ed operated the Black Angus Steakhouse for as long as I can remember (1962 in reality, but I was three then), and we ate there from time to time growing up, in part because Ed’s aunt was married to my grandfather Harry, who after he retired worked part time doing maintenance at the brewery. The brewery opened in 1987, one of the earliest new microbreweries in the state. Because of Pennsylvania’s famously arcane alcohol laws, the brewery was owned by Ed’s wife Carol (who was also its first brewmaster) who then sold the beer to the Black Angus Restaurant, delivering it next door. After high school I’d lost touch with the Stoudts until the early Nineties, shortly after I published my first beer book, when during a trip to GABF I discovered that we were both in the beer world. Since then, of course, I see the Stoudts more frequently at beer events throughout the calendar. Join me in drinking a toast to Ed’s memory tonight.

ed-stoudt-and-me
Ed and me at GABF around 1992, after not having seen one another in quite a few years.
edelson-stoudts
Carol and Ed bookending Mark Edelson from Iron Hill at the opening of the first Philly Beer Week.
Carol & Ed Stoudt with Greg Koch (GK) @ Wynkoop
Carol and Ed with Greg Koch from Stone Brewing at the opening brewer’s reception at Wynkoop for GABF in 2009.
carol-stoudt-1
Ed, Carol and Brian Dunn from Great Divide Brewing.

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

Beer In Ads #4995: Bartels Special Bock Beer

June 11, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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 Bartel’s Special Bock Beer. The ad was published on June 11, 1919. This one was for the Bartels Brewing Co., which was located in Wilkes-Barre, Pennsylvania and was founded in 1898. This ad ran in the Wilkes Barre Times Leader, of Wilkes-Barre, Pennsylvania. The ad is advertising that their “Special Bock Beer” is being released tomorrow, Thursday, June 12, which coincidentally is the same in 2025.

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

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