Beer In Ads #5309: Falling Down Heute Bock

August 2, 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 one more Heute Bock, which was published around 1890. 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 since in 1880 Alsace was part of Germany. The chromolithograph is marked as “404” and one source states the artist was a C. Burckardt and it was created or printed in Wissembourg, a town that today is part of France, but from 1871 to 1919 belonged to Germany. According to the British Museum, Burckardt was a “Lithographic printer and publisher based in Weissenburg; often lettered on prints as ‘C Burckardt’s Nachf.’ (‘Successor of C Burckardt’); succeeded by Rudolph Ackermann at an unknown date.” That information is consistent with all of the recent Heute Bock posters I’ve featured, so I suspect they were all done by the same printing house.

Historic Beer Birthday: Armin Louis Neubert

August 2, 2026 By Jay Brooks 1 Comment

Today is the birthday of Armin Louis Neubert (August 2, 1864-July 3, 1946). He was born in Wolkenstein, Saxony, Germany. His father died when he was five, and he grew up with an uncle, who allowed him to train as a brewer while attending school. After a stint in the German-Saxon Army, he moved with his uncle to the United States. After helping his uncle set up his American business, he moved from city to city working for prominent breweries for several years before finally settling in Minnesota, spending twenty years as the head brewer of the Minneapolis Brewing Co., though his official title was “Production Superintendent.” The year after he took the job, he introduced the popular “Grain Belt Beer.”

In 1900, the Minneapolis Brewing Co. bought the Black Hills Brewing Co. in Central City, South Dakota. A new brewery was built, designed by Armin Neubert and he was also named vice-president when the business was reorganized.

When Neubert retired from the Minneapolis Brewing Co. in 1914, he moved his family to Central City, which he’d become fond of during his numerous visits there over the years, and continued to work at Black Hills. Unfortunately, the brewery closed at the beginning of 1917 when the state voted to start prohibition two years before the national prohibition, though it stayed in business by switching to soft drinks and near-beer. But it was a pain in the ass, and Armin apparently was disheartened by what had happened to the industry he loved and the brewery was closed in 1927, and sold the next year. “After that, he moved to a ranch he’d bought near Great Falls, Montana and became a wheat farmer. But after a few years he turned the ranch over to his son and retired to Santa Cruz,” California.

Apparently, a new Black Hills Brewing Co. is in the works, though it gives the original founding date as 1878.

But after prohibition ended in 1933, Neubert was lured back into the brewery industry and was asked to get involved in reopening the old Salinas Brewery, in California.

Armin was to receive equity in the new company as payment for his engineering work, and his son, Armin K., who had an engineering degree, was included in the deal. The Salinas Brewing & Ice Company was opened and soon gaining recognition for its excellent “Monterey Beer.” Armin, Sr. was brewmaster, and Armin, Jr. was the treasurer of the firm.

Eventually, Neubert ended up owning the Salinas Brewery outright, with his son, who’d been involved since the beginning, as president.

Then in February of 1937, Rettenmayer met with an untimely death, followed in November by the death of a prime stockholder and director of the company, Dr. Wm. Fehliman. This resulted in the restructuring of the company in 1938, and the Neubert family gaining sole control. The company’s name was changed to the Monterey Brewing Co., with Armin, Jr., president.

There’s surprisingly very little information about Neubert, and no pictures I could find, and almost everything here is from the website Brewery Gems. They also have a much fuller biography of Armin Neubert.

Here’s a short obituary from the Santa Cruz Sentinnel in 1946:

And here’s a report on Neubert’s funeral:

Historic Beer Birthday: Albert Moortgat

August 2, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Albertus Carolus “Albert” Moortgat (August 2, 1890-September 14, 1983). He was the youngest son of Jan Léonardus Moortgat, who founded the brewery which became known as Duvel Moortgat. Albert took over the brewery around 1914 and in 1917 created their iconic beer, Duvel, although they didn’t call it that until 1923.

This is his entry from Dutch Wikipedia, which I altered somewhat so it reads more naturally.

Albert’s father first left the management of the brewery to his brother Joseph (1875-1914), but after his early death he left the management to Albert. The first Duvel was brewed in 1917, but it was not until 1923 that the beer was marketed under that name. Albert went to Scotland to learn how to make this beer and initially called it “Victory Ale.”
In 1921 Moortgat became mayor of Breendonk. Moortgat remained mayor until he was arrested in September 1944, during the Allied liberation of Belgium, and accused of collaboration with the German occupier. He was sentenced to four years in March 1946, but he was released at the end of August 1947.
In 1917 Albert Moortgat married Virginie Plaskie (1891-1977), a daughter of a brewer from Ramsdonk. They had 12 children.

This account of the early history of the brewery is from the company’s website:

It all began when Jan-Léonard Moortgat and his wife founded the Moortgat brewery farm in 1871. Around the turn of the century, Moortgat was one of the over 3,000 breweries operating in Belgium.
Jan-Leonard experimented by trial and error, and his top-fermented beers were soon greatly appreciated in the brewery’s home town of Puurs and far beyond. Before long, the Brussels bourgeoisie was also won over by his beers.
Business was booming and Jan-Leonard’s two sons, Albert and Victor, joined the company. There was a clear division of labour: Albert became the brewer, Victor was responsible for delivering the beer to Brussels by horse and dray.
Albert and the Moortgat family c. 1895. Albert is in the front row on the left.

The First World War brought Belgium into contact with England and especially with English ales, which were quite popular at the time.
Inspired by the success of English ales, Albert decided to create a special beer based on the English model.
To create this type of ale, Albert wanted to work with only the best ingredients.
He travelled to the UK to get the specific strain of yeast he wanted and initially met with considerable resistance from the local brewers. It was only after a veritable odyssey across England that he was finally able to get his hands on a precious sample from a Scottish brewery. Our yeast is still cultured from the very same strain to this day!
The staff of the Moortgat brewery in the 1920s. Neatly dressed. Albert Moortgat is the second from the right in the first row.
The two brothers continued to search and experiment until they had perfected the recipe.
To commemorate the end of the First World War, the new beer was initially dubbed ‘Victory Ale’.

Today, of course, it’s known as “Duvel.”

Beer Birthday: Chris LaPierre

August 2, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Chris LaPierre (August 3, 1971-July 28, 2024). LaPierre was born near Sacramento, California while his father serve din the military, but eventually settle in New Jersey. Chris was a longtime brewer at Iron Hill Brewery, and was a Senior Head Brewer and brand ambassador of the brewpub chain when he passed away in late July of 2024. After finishing his degree in journalism at Syracuse University, he became an avid homebrewer, then took a job with Dock Street Brewery, which changed his career trajectory. He moved to Boston to work as a at Harpoon Brewery, before moving back to Philly in 2002 and taking a head brewer job at the West Chester brewpub for the Iron Hill Brewpub chain. I think I first met Chris at Falling Rock during GABF years ago, and we also judged together a few times at GABF and the World Beer Cup, and he was a fun person to share a beer with. I’d invited him to judge the World Beer Awards with me back when I was involved, but we never were able to work out the details. I was happy I was able to join the celebratory toast to him during the Craft Brewers Conference held in Philadelphia earlier this year. Join me in drinking a toast to Chris’ memory tonight.

Here’s his obituary from the Philadelphia Inquirer:

Iron Hill co-owner Mark Edelson, Charlie Papazian and Chris picking up a GABF medal in 2011.

Chris with Mark Edelson serving Iron Hill beer at the opening of Philly Beer Week in 2008.

Beer Birthday: Matt Van Wyk

August 2, 2026 By Jay Brooks 3 Comments

Today is Matt Van Wyk’s 54th birthday. Matt was the brewmaster at Flossmoor Station when I first met him but a number of years ago moved to Eugene, Oregon, where for a long while he brewed at Oakshire Brewing. He also used to co-write one of the best brewer’s blogs, the Flossmoor Station Blog and again for Oakshire. A few years ago, he left Oakshire to start his own brewery, Alesong Brewing & Blending, which is doing great things. Join me in wishing Matt a very happy birthday.

Matt and me at the Firestone Walker Invitational in 2025.

A self-portrait with Matt, from Oakshire Brewing, Jonathan Surrat, and me at the Goose Island cask event during CBC in Chicago.

On the floor at GABF in 2007 with Andrew Mason (on left), Matt’s assistant at Flossmoor Station, and Wil Turner (on right) from Goose Island.

Jamie Floyd, from Ninkasi, and Matt Van Wyck, from Oakshire — Jamie Floyd, from Ninkasi Brewing, with Matt at GABF in 2009.

P1210027 — Matt at the Boonville Beer Festival a few years ago.

DSCN0938 — Matt and me, several years ago during a trip to Eugene at the Oakshire tasting room in Eugene.

Beer In Ads #5308: Wissembourg Heute Bock!

August 1, 2026 By Jay Brooks Leave a Comment

Saturday’s ad was created for another Heute Bock, which was published around 1890. 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 since in 1880 Alsace was part of Germany. The chromolithograph is marked as “97” and one source states the artist was a C. Burckardt and it was created or printed in Wissembourg, a town that today is part of France, but from 1871 to 1919 belonged to Germany. According to the British Museum, Burckardt was a “Lithographic printer and publisher based in Weissenburg; often lettered on prints as ‘C Burckardt’s Nachf.’ (‘Successor of C Burckardt’); succeeded by Rudolph Ackermann at an unknown date.” That information is consistent with all of the recent Heute Bock posters I’ve featured, so I suspect they were all done by the same printing house. This one includes a bit of text, as follows:

Es tobet und schäumt der edle Bock
Mit seinem langen Zottelrock. _
Wer Bockbier trinken will der gebe Acht,
Dass er kein Burzelbaumchen macht.

Google Translates the text as:

The noble goat rages and foams
With his long shaggy skirt. _
If you want to drink bock beer,
Make sure that you don’t make a fuss.

I suspect that’s not exactly right, and probably ignores idioms from the time, but is probably close.

Historic Beer Birthday: Henry Hess

August 1, 2026 By Jay Brooks Leave a Comment

henry-hess
Today is the birthday of Henry Hess (August 1, 1859-July 25, 1909). Hess was born in Bucks County, Pennsylvania and in 1901 bought the Germania Brewing Co. in Philadelphia, which has originally been founded in 1875 by Philip J. Laubner, and it was known then as the Philip J. Laubner Brewery. Hess renamed the Henry Hess Brewing Co. and remained opened until it closed in 1911, presumably due to his death two years before. He appears to have been involved in another location that was also called the Henry Hess Brewing Co. from 1909-1912. Before 1909, it was known as the Consumer’s Brewing Co. and afterwards was known as the Premier Brewing Co., which closed in 1920 due to prohibition. In 1933, it re-opened as Trainer Brewing and in 1937 became known as the Otto Erlanger Brewing Co. until 1951, when it closed for good.

Here is an obituary of Hess from the “Brewers Journal, Volume 34 for the Year 1909:”

And this is about his brewery from the book “1000 Years of Brewing:”

Historic Beer Birthday: Frederick Gettelman Jr.

August 1, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Frederick W. Gettelman Jr. (August 1, 1915-November 30, 1998). He was born in Wauwatosa, Wisconsin, the grandson of Adam Gettelman, who founded the A. Gettelman Brewing Co. in Milwaukee, Wisconsin. Junior worked at the brewery with his father, but after Senior passed away, the brewery was sold to the neighboring Miller Brewing Company in 1961.

The Gettelman plant and brand continued on with Frederick Gettelman, Jr., along with his brother brothers Tom, as plant managers until Miller formally merged the two operations in 1971.

fritz-gettelman-2-text — I think Frederick Gettelman Jr. is in this photo, possibly on the right, but I’m not 100% sure.

And this is from “A Century of Brewing, 1854-1954: The A. Gettelman Brewing Company,” a company brochure from 1954:

The A. Gettelman Brewing Company first began to show signs of the new post-prohibition prosperity in 1937 with construction of an addition to the old bottle-house. An 80 x 110 foot structure, the building was twice the size of the building it annexed. Cream-colored bricks salvaged from the old Gettelman mansion atop the hill overlooking the brewery went into the construction of its walls and the bottling equipment it housed was modernity itself. In fact, Fritz Gettelman had had a hand in the improvement of the bottle washer installed in the new bottle house. It was he who had dreamed up and perfected the idea of cleaning the bottles with high pressure steam and water. So efficient was the equipment in the ultra modern bottle shop that Gettelman was able to show figures proving that breakage on bottles of all makes and ages ran only .442 percent of total bottles handled.
In addition to the modern machinery on the ground floor the bottle shop boasted a battery of glass-lined storage tanks in the basement, an innovation which Fritz Gettelman had also helped engineer. During development of the revolutionary tanks, he had spent long hours at the A. 0. Smith plant subjecting experimental models to every conceivable torture to prove his idea that molten glass will stick to steel. How he did this in the face of skeptical college “enchineers” — as he called them — is another story, but the success he encountered is borne out by the fact that few progressive breweries today are without the big beer holders with the glazed walls.

All this while the affairs of the brewery had been directed from the office building which lies between State street and the brewery proper. By 1948, however, it was becoming increasingly apparent that the expanding brewery would need corresponding office facilities. It was decided, therefore, that an old malt-house which had, for the last several years, served as a place for miscellaneous storage be made over into an office building. Part of the building had originally been the first Gettelman homestead, antedating even the mansion on the hill. From what had once been its living room emerged the present office reception room whose walls are panelled with the cypress of the old wooden beer storage tanks. From the rest of the building the architect’s skill and a lot of hard work wrought the present Gettelman offices. Fritz Gettelman went along with, and indeed inaugurated, most of the brewery’s advances, but he turned a deaf ear to any suggestion that he move his office to the newly renovated building. Moreover, he insisted that the second story room in which he had been born and from which had come many of his ideas on the humble brown butcher paper be left inviolate — and so it has been, to this day.
Modernization of brewery and office facilities was approved by everyone connected with the business, but no one sanctioned them more heartily than the two Gettelman brothers, Fred, Jr., and Tom, sons of the energetic and imaginative Fritz. Actively entering the management affairs of the brewery in 1939 and 1941, respectively, the two younger Gettelmans not only welcomed the changes but were, in large measure, responsible for their execution. Interest of the brothers in increased production and administrative efficiency was not an overnight affair. The lives of both of them had revolved around the brewery almost since they had taken their first steps and they had a working knowledge of every facet of the business long before they emerged from brewers’ school as master brewers.

The brewery in 1954, on its 100th anniversary.

Beer In Ads #5307: Heute Bock Double Goats

July 31, 2026 By Jay Brooks Leave a Comment

Friday’s ad was created for still another Heute Bock, which was published around 1880 to 1900. 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 since in 1880 Alsace was part of Germany. The chromolithograph is marked as “100” although it’s identified by the initials “C.B.N – W,” which is close to the common “lithographer’s monogram mark on late 19th-century commercial chromolithographs and advertising posters produced in Germany,” especially around Munich.

Historic Beer Birthday: Rita Daigle

July 31, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Rita Daigle McGrover (July 31, 1927-February 9, 1974). Daigle was elected Miss Rheingold 1946. She was born in New York, and started modeling when was seventeen (lying about her age). She was also Miss Stardust of 1944 and Queen of the 1945 Photographers Ball. The same December she was crown Miss Rheingold, she married a well-known singer, Jimmy Saunders, who sang with Harry James, among others, and co-wrote songs with Frank Sinatra. Her modeling career both before and after 1946 was fairly robust, with her appearing on the cover of such magazines as Cosmopolitan, Life and Vogue. She later married lawyer Raymond J. McGrover, who was also president of the American Contract Bridge League. She had two children.

Here’s more about her from Those Obscure Objects of Desire:

Rita Daigle was born on July 31, 1927 in New York City, to Raymond and Alice Daigle. Her father, who worked as an assistant manager in a hotel, was born in Massachusetts. Her mother was French-Canadian, a housewife. She was their only child.
The family lived in Manhattan with a lodger in 1930. Rita attended high school in New York and developed an interest in modeling from an early age, picking this vocation as her road to fame and riches.
Rita signed with the Walter Thorton Agency, a premier modeling agency of the time, on par with Conover and John Power Agencies. She was only 16 when she started doing the modeling rounds. Her claim to fame was being crowned Miss Stardust in 1944, beating more than 3000 other pretty hopefuls for the title. This was followed closely by being Queen of New York’s Press Photographers Ball. Riding on a wave of high publicity, she was signed to a movie career in 1945.
CAREER
Let me tell you right of the bat – I haven’t got any credits on Rita. She doesn’t have a page on IMDB, but I know that, unless the papers outright lied about it, Rita signed a contract with Paramount pictures in April 1945. There is a good chance that she, like many young and pretty starlets, never made a movie during their contract period. Also, it’s worth noting that her modeling career was much more lucrative than signing a contract as a starlet. If I were Rita, I would have chosen to return to New Yotk. Anyway, Rita really went back to New York and married by the end fo the year, thus ending any chance of working in Hollywood for the long run (her husband absolutely refused to work on the West coast, and her modeling momentum was slowly melting away).
Later, after her divorce, in about 1952, the papers called her an “actress”, but I couldn’t find any credits from this time (unless she changed her name) so it’s kaput again.
PRIVATE LIFE
In 1944, when the 17-year-old Rita hit the papers, they claimed she was a native of Lowell Massachusetts (not quite right), that she was 19 years old (not quite right), and that she was the sweetheart of Liutenant Emile Bouchard, serving somewhere in England at the time. I guess the part about Bouchard was true, but their relationship ended not long after.
Rita married singer Jimmy Saunders in New York in December 1945. Saunders was born as Vincent LaSpada on June 9, 1920, in Philadelphia, Pennsylvania. He came from a large Italian-American family – the son of Fillipo and Lillian LaSpada, his father was a baker who owned a bakery on the 9th and Cross Street. The family had 13 children, and Vincent had seven sisters (Lucy, Rose, May, Grace, Helen, Carmel, Angelina).
In 1945, Jimmy was in top form, and so was Rita. For instance, in 1946, Rita was crowned Miss Rheingold, a great honour for any model in the 1940s (the very first Miss Rheingold, Jinx Falkenburg, was the only one that had any kind of a acting career). That year, she made about 45, 000$ from her modeling work, making her a pretty well paid woman for that time! Rita appeared in Yank the Army Weekly, Cosmopolian and Vogue (among others). She was nicknamed La Daigle, and played pretty coy with the papers, admitting her father was a innkeeper and refused to say what inn – she also admitted that she rarely drank beer (despite being Miss Rheingold). It was also noted that she met Jimmy while dancing at Pops’ hotel. Cute! Now more about Jimmy’s career. As his obituary on Philly.com notes, he was a popular big band singer of the time:
Jimmy Saunders, also known as Sonny Saunders and for a time as Marco Polo, sang with the bands of Harry James, Eddie Duchin, Ray Bloch, Sonny Kendis and Charlie Spivak. He co-wrote “Peach Tree Street” with Frank Sinatra and recorded such hits as “There Must Be a Way,” “Santa Lucia,” “You Belomg to My Heart,” “I Love You for Sentimental Reasons” and “You Are Too Beautiful.” He also was a featured vocalist on the “Lucky Strike Hit Parade” show.
Aside for their highly successful careers, the LaSpadas had two children, two daughter, together: Diane LaSpada (born on April 15, 1947) and Linda LaSpada (born on December 9, 1948).
However, things in showbiz turn fast. One day a king, the next a pauper. Rita’s career, in a time when models lasted until they were 25, was hampered not only by her age but also by her wish to take care of her children. So, her modeling career was effectively over by 1950. Due to the sharp decline in popularity of big bands, so was Jimmy’s.
The tensions over their failed careers led to the demise of their marriage in 1951. Yet, during the court proceedings more dirty laundry made it’s way to the public. For instance, an article claimed that Saunders filed court papers asking a judge for help “ridding his household of a mother-in-law and a gossipy aunt.”
Rita officially divorced Saunders in 1952 – Jimmy never remarried. Rita marched on. There were rumors she might marry James Cecil when her Florida divorce came through. Nothing doing.
Rita married Raymond J. McGrover, probably in the 1950s. McGrover was born on December 9, 1905, in New York, making his a whole lot older than Rita. While unlike in age with Rita, like her he spent his entire life in New York City, Brooklyn to be exact. He became a noted lawyer and devoted much energy to his favorite pastime, bridge. He married Billie McGrover in 1930, and they had a child. Both Raymond and his wife were passionate bridge players, probably the best in Brooklyn, often winning tournaments. I found that very cute – they had a strong shared interest that probably got them together in the first place. However, they divorced in 1939 in Reno, and Mrs. McGrover charged Raymond with a very non descriptive “cruelty”. McGrover lived alone from then on in Brooklyn. In the 1946-1947 period, he was a member of the steering committee that very much reorganized the American Contact Bridge League.