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Beer In Ads #5216: The Finest Bock, As Usual

April 11, 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 first ad is for Anheuser-Busch Bock Beer, which was published on April 11, 1891. This one was for the Anheuser-Busch Brewing Co., then of St. Louis, Missouri, which was originally founded in 1852 as the Bavarian Brewery by George Schneider. Eberhard Anheuser and Adolphus Busch, who’s married Anheuser’s daughter Lilly, had acquired it outright by 1869. The ad ran in the Washington Post, of Washington, D.C.

Filed Under: Beers

Historic Beer Birthday: Anton Heeb

April 11, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Anton Heeb (April 11, 1811-January 23, 1888). He was born in Hesse-Kassel, Germany, and emigrated to the U.S. in 1835, when he was 24 years old, originally landing in Baltimore, Maryland. Here, Tavern Trove picks up the story:

He lived in that city for a short time then moved to Newark, New Jersey.  By 1838 he had moved to the St. Louis, Missouri, a city that at the time was on the western frontier of America.

In August of 1838 Anton Heeb married Elizabeth Fleischhauer and they had one child before she died a few years later.  Heeb married again to Carolina Knopf in 1845, but she also died just a few days after giving birth to their first child Laurenz in February 1846.  In November of that year Heeb married once again to Katharina Gehrig.  In addition to being a very brave woman she was the daughter of Joseph Anton Gehrig, a brewer who had just arrived in St. Louis from Switzerland.

The elder Gehrig at age 49 had obtained employment at the Washington Brewery in St. Louis and there he met and took under his wing fellow brewer and Swiss emigre 22 year old Matheus Tschirgi.

Gehring was not in America to be in somebody’s employ.  He wanted a brewery of his own.  He saw opportunity in the Territory of Iowa, specifically in the river town of Dubuque.  In the spring of 1846 Gehrig and Tschirgi journeyed 350 miles up the Mississippi to a brand new town that had never before seen a brewery.  But when Gehrig died in August he left a fully functioning brewery in the hands of the apprentice brewer Tschirgi.  Heeb and his betrothed received the terrible news along with a request to come help young Tschirgi in the Dubuque brewery.

Reports say that Heeb was an experienced brewer and maltster, but the St. Louis City Directory of 1847 lists Anthony Heeb as a brick maker.  Nonetheless Heeb got married, wrapped up business in St. Louis and by the next spring he and his wife had arrived in Dubuque.

Iowa had now become a state and Dubuque was growing quickly.  With Heeb in charge the Dubuque brewery started making money and the Heeb family started growing as well. Ultimately Anton and Katharina had nine children together.

The Heeb brewery grew too.  In addition to being the first brewery in Iowa it maintained its position as the largest brewery in Iowa too.  Tschirgi eventually moved on to found other breweries throughout Iowa.  Heeb stayed put, ultimately guiding the brewery for 41 years until his death at age 76, on the 23rd of January 1888.

In 1892 the Dubuque Brewing and Malting Company was brought into the Iowa brewery syndicate, and over the next four years Iowa anti-saloon laws convinced the brewery to close.

This obituary of Anton Heeb is from the Daily Times on January 24, 1888

Mr. Anton Heeb Dies at His Home on Couler Avenue Yesterday Afternoon.

Biography of the Most Prominent Brewer in the Northwest.

Mr. Anton Heeb died at his home, 2125 Couler avenue, at a quarter after 3 o’clock yesterday afternoon, his bedside being surrounded by his immediate relatives. The cause of death was a complication of diseases of which rheumatism was the most prominent. He had been subject to the latter disease for about twenty-five years, but about a year ago he was attacked by his old complaint in such a manner that he was greatly enfeebled and kept gradually growing weaker until the lamp of life flickered for the last time. He demise had been expected for two weeks by his family, but the public were not aware that his end was so near, and when it became known it occasioned deep regret.

Mr. Heeb was born in Kurhessen, Germany, on the 11th of April, 1811, and accordingly lacked but a few months of being 77 years of age. He emigrated to America and landed in Baltimore, in 1835. He remained in Baltimore a short time, and then moved to Newark, N.J., where he also remained a short time, and then removed to St. Louis, remaining there until 1846, when he came to Dubuque to seek a location for a brewery. Finding this a suitable place, he, in 1847, established one here and conducted it up to about the time he was taken sick, something over a year ago, being in the business forty-one years. His business grew until it became the most extensive in Iowa, if not in that portion of the Northwest, west of the Mississippi, and he was known far and wide. In January , 1846 he was united in marriage to Miss Katharina Gehrig, a distant relative of the Late Joseph Gehrig, of the Jefferson House, also a native of Germany, who was his second wife, his first wife being Miss Carolin Knapp. He leaves two children by the latter, Jacob and Lawrence of LeMars. His surviving children are: Caroline, who is the wife of Mr. Fred Tschudi; Julia, the wife of Mr. Michael Zwack; Bertha, who is Mrs. L.J. Baumhover; Emily, who is in a convent at Redwing, Minn., and whose name in religion is Sister Cassilda; Anna, the wife of Mr. Frank Hellman of Sioux City; Ben and A.F. Heeb. Mr. Louis Heeb, another of his sons, and one of the most excellent young men Dubuque has ever had, died three of four years ago.

Mr. Heeb was a man of a great deal more than ordinary intelligence, and on several occasions was honored by his fellow citizens with offices of honor and trust. He served his ward as a member of the Council; and was also a member of the Board of Supervisors, in both of which positions he performed his duties in a manner which reflected the highest credit upon himself and his constituents. At the time of his demise he was a member of the Board of Directors of the Dubuque Fire and Marine Insurance Company. Mr. Heeb was the soul of honor, a thorough gentleman, kind-hearted and charitable, and his death will be sincerely regretted by all. He has lain down the burdens of this life with the silvered crown of honored age upon his head, and his memory will be revered in the years to come.

And this account is from Encyclopedia Dubuque:

HEEB, Anton. (Hesse Cassel, Germany Apr. 11,1811–Dubuque, IA, Jan. 23, 1888). Heeb once operated the largest brewery in Iowa. He emigrated to America and landed in Baltimore in September, 1835; in 1836, he went to St. Louis; he came to Dubuque in 1846. The following year, 1847, he came here, located permanently, and established the A. HEEB BREWING COMPANY at Couler and Eagle Point avenues (later Central Avenue and East 22nd Street). In July 1875 records in the United States Revenue Office in Dubuque indicated that Heeb had sold 904 barrels of beer. In 1879 the Dubuque Herald stated that he had purchased $7,000, equivalent to $166,166.67 in 2016, in hops. At the time of his death, the company had an annual production of 15,000 barrels. Heeb’s brewery was among those which formed the DUBUQUE BREWING AND MALTING COMPANY.

Heeb served as a director of the GERMAN TRUST AND SAVINGS BANK and the DUBUQUE FIRE AND MARINE INSURANCE COMPANY. At the time of the building of the Chicago, Dubuque and Minnesota and the Chicago, Clinton and Dubuque railroads, he was involved in construction contracts with Mr. Morgan. He was elected an alderman to the city council and a county supervisor.

And here’s a second obituary of Anton Heeb from the Daily Herald, also on January 24, 1888

DEATH OF A. HEEB

Another of Dubuque’s Prominent Citizens Answers the Last Summons

Yesterday afternoon at a quarter past three, death ended the sufferings of one of Dubuque’s most prominent citizens, Hon. Anton Heeb. For the past twenty five years he had been afflicted with rheumatixm, and for the past year had suffered almost continually with it, though able at times to be up and around. For about two weeks it had been feared hourly that the disease, combined with his advanced age, would result fatally. Yesterday morning he was somewhat brighter than hehad been, and his family were hopeful, but a relapse set in and at the hour stated, he died.

Anton Heeb was born April 11, 1811, at Kurheasen, Germany, and emigrated to this country in 1835, landing at Baltimore. From there he went to New Jersy, and in 1836 went to St. Louis. He came to Dubuque in 1846 and in the following year established the foundation of the great business which bears his name. During the more than forty years in which he has conducted the brewing business it has constantly grown so that it became the largest institution of the kind in the state. He was also known to be most scrupulousin all his business dealings, and has left as a precious heirloom, a most enviable name for honesty and integrity. He did not devote his entire attention to the brewing business, but found time to engage in many public enterprises. At the time of the building of the Chicago, Dubuque and Minnnesota and the Chicago, Clinton and Dubuque railroads, he was largely interested in construction contracts in connections with Mr. Morgan. He was a director of the German Bank, and also of the Dubuque Fire and Marine Insurance Company, and was interested in other institutions of the city. He was an honorary member of the Pius Benevolent Society.

Mr. Heeb was twice married his first wife being Miss Caroline Knapp. In 1846 he was united in marriage to Miss Kathrina Gehrig, a native of Germany and a relative of the late Jos. Gehrig. Besides his wife, he leaves surviving his several children, Jacob and Lawrence of LaMars, Iowa, sons by his former wife, and Caroline (Mrs. Fred Tschudi), Julia (Mrs. Michael Zwack, Bertha (Mrs. L. J. Baumhover), Emily (Sister Cassilda, of Red Wing convent), Ben, Anna (Mrs. Frank Hellman of Sioux City), and A. F. The oldest child by his second wife, Louis, died a few years ago.

Mr. Heeb was a most exemplary citizen and was deeply loved by all the members of his family and respected by all who knew him or had business dealings with him. He was a staunch Catholic, and in his last moments received the sacraments and the consolations of his church.

He was during his lifetime, a staunch Democrat and was elected a county supervisor and twice as a member of the city council. His official record was typical of the man, and he endeavored in every way to serve the public with the most scrupulous honesty and with the utmost regard to the public welfate. Dubuque has lost in his death one of her best and most public spirited citizens, and one who will be sincerely mourned.

The funeral will take place from the family residence, 2125 Couler avenue, Thursday morning at half past 9, to St. Mary’s church, of which Mr. Heeb was during his life, a most faithful and liberal communicant. The interment will be at the German Catholic cemetery.

And these are from an article in 1932 speculating about whether or not the brewery would reopen after prohibition.

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

Beer In Ads #5215: Another Load Of “Milwaukee’s Choicest”

April 10, 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 second ad is for Braumeister Bock Beer, which was published on April 10, 1950. This one was for the Independent Milwaukee Brewery of Milwaukee, Wisconsin, which was originally founded in 1901 by Henry N. Bills, William Gutknecht, Charles Evers, Emil Czarnecki, and William Jung.

There are actually two versions I found of the same ad, and I’m willing to bet good money I could find more if I really looked. It appears they created a generic ad that any distributor could add their territory and specific information in different markets. There was a white oval for the town’s name and open space at the bottom where you could list contact information for the distributor from whom to buy their beer. The first one was for Toledo, Ohio and the ad ran in the Toledo Blade, of Toledo, Ohio. The second one was for Monroe, Wisconsin and the ad ran in the Monroe Evening News, of Monroe, Wisconsin.

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

Beer Birthday: Alexandre Bazzo

April 10, 2026 By Jay Brooks Leave a Comment

Today is the 50th birthday — The Big 5-O — of Alexandre Bazzo, who is the founder and brewmaster of Micro Cervejaria Bamberg in Brazil. I first met Alexandre in Brazil when I judged in Argentina in 2011, and we made a side trip to Sao Paulo. Given the name of his brewery, you won’t be surprised to learn he makes amazing German-style beers, and has won numerous awards for his efforts. I also saw him again at last year’s Firestone Walker Invitational Beer Festival. Join me in wishing Alexandre a very happy birthday.

IMG_7801
Me, Alexandre, his wife and Steve Shapiro at the 2017 Firestone Walker Invitational Beer Festival.
P1040750
Alexandre with Stephen Beaumont at a beer dinner in Sao Paulo at Melograno in 2011.

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

Beer In Ads #5214: Poth’s Bock Beer

April 10, 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 first ad is for Poth Bock Beer, which was published on April 10, 1908. This one was for the F.A. Poth Brewing Co., of Philadelphia, Pennsylvania, which was originally founded in 1864. This ad ran in the Trenton Evening Times, of Trenton, New Jersey.

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

Historic Beer Birthday: Rudolf Brand

April 10, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Rudolf Brand (April 10, 1851-March 25, 1916). He was born in Odenheim, Rheinhessen, Germany. When he was seventeen, in 1868, he emigrated to the U.S., initially to New York, where he worked as a cooper. A few years later he was a foreman at the Busch and Brand brewery in Chicago, Illinois, which was founded by a Michael Brand, who appears to be Rudolf’s uncle. In 1880, he partnered with Ernest (or Ernst) Hummel and founded his own brewery in Chicago, initially known as the Brand (Charles) & Hummel (Ernest) Brewing. A few years after opening, they started trading under the name South Chicago Brewing Co.

The brewery was located at Avenue L and 100th Street. Unfortunately it closed for good in 1922, presumably due to Prohibition.

In May of 1873, he married Clara Sophia Uhlich. The couple had three children two boys and a girl.

He appears to have served as President of the Brewers Association around 1899.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Chicago, Germany, History, Illinois

Beer In Ads #5213: Bock Beer Cascade Quality

April 9, 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.

Thursday’s second ad is for Cascade Bock Beer, which was published on April 9, 1917. This one was for Vancouver Breweries Ltd., of Vancouver, British Columbia, which was originally founded in 1902 by a merger. This ad ran in The Vancouver Sun, of Vancouver, British Columbia, Canada.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, British Columbia, Canada, History, Vancouver

Historic Beer Birthday: Otto Schinkel Jr.

April 9, 2026 By Jay Brooks 1 Comment

Today is the birthday of Otto Schinkel Jr. (April 9, 1869-January 26, 1907). While Anchor Brewing began during the California Gold Rush when Gottlieb Brekle arrived from Germany and began brewing in San Francisco, it didn’t become known as Anchor Brewing until 1896, when “Ernst F. Baruth and his son-in-law, Otto Schinkel, Jr., bought the old brewery on Pacific Avenue and named it Anchor. The brewery burned down in the fires that followed the 1906 earthquake, but was rebuilt at a different location in 1907.” Baruth had passed away the same year as the earthquake, and Schinkel died in an accident in early 1907 when struck by a streetcar in San Francisco.

Surprisingly, there isn’t much biographical information about Schinkel. He was born somewhere in Germany, and married Ida Caroline Baruth on November 26, 1890. She was born in California, sometime in July of 1873. They had three children together, all daughters: Elsie, Alice and Doris.

otto-schinkel

I did discover that he was a president of the Norddeutscher Verein (or North German Association) four times as noted in this portrait from a book celebrating the organization’s 25th anniversary, or Silver Anniversary 1874-1899.

anchor-brewery-early-1900s-lg
The Anchor Brewery in the early 1900s.

Here’s what’s written about him at Find a Grave:

Anchor Beer began during the Gold Rush when Gottlieb Brekle arrived from Germany and began brewing in San Francisco. In 1896, Ernst F. Baruth and his son-in-law, Otto Schinkel, Jr., bought the brewery and named it Anchor. The brewery burned down in the fires that followed the 1906 earthquake, but was rebuilt at a different location in 1907.

“Killed by a Bryant street car just below Twentieth street shortly after noon yesterday as he was attempting to take a seat on the open side of the vehicle. The sudden starting of the car is alleged to have caused him to fall directly in front of the moving vehicle.

“The first wheel crossed his chest and the heavy trucks crushed his skull before Motorman J. N. Swope could stop the car. Motorman, conductor and passengers jumped to the man’s aid. By main strenght they lifted the car. He was already dead, however, and terribly mangled.

“A brother J. H. Schinkel, was standing on the corner, less than fifty feet away, and saw the accident. He ran frantically to the scene and with his own hands dragged the form of his brother from under the car. J. N. Swope, the motorman, was arrested and charged with manslaughter. He was later released on $50 cash bail furnished by the railroad company.

“Otto Schinkel was a prominent German brewer of the city. He was the owner of the Anchor Brewery, located at North Beach before the fire and now being rebuilt at Eighteenth and Hampshire streets. He was a member of the Norddeustcher Verein, Norddeutsche Schutzen Verein, Schleswig-Holstein Society, Golden Gate Aerie of Eagles, Red Men and the Brewers Association. He was thirty-nine years old and had been very prominent in German-American circles for many years. He leaves a widow and two children. A checkbook found in his pocket showed that he had $40,000 on deposit in the Citizens National Bank.”

[Note: Find a Grave lists his birth year as 1849, while every other source I found says 1869.]

Filed Under: Birthdays, Just For Fun Tagged With: California, History, San Francisco

Historic Beer Birthday: Johann Sedlmayr

April 9, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Johann Sedlmayr (April 9, 1846-November 24, 1900). Johann was the grandson of Gabriel Sedlmayr and the third son of Gabriel Sedlmayr II. Johann’s father inherited the Spaten Brewery, along with his brother, when his father died, but Gabriel became sole owner after his brother Joseph left to start his own brewery, Franziskaner. Two of Johann’s older brothers died before their father, so when Gabriel II passed away, he and his younger brothers Carl and Anton inherited the family brewery.

The caption of this photo, from German Wikipedia, translates to “Delivery of the Spade brewery to the sons Johann, Carl and Anton Sedlmayr 1874,” although I can’t say which one is Johann. I don’t know much more about his time running the brewery. “From 1884 to 1890 he was a member of the German Reichstag for the electoral district of Oberbayern 1 Munich I and the Nationalliberal Party.”

SPATEN-Geschichte

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

Beer In Ads #5212: Metz Bock Beer

April 9, 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.

Thursday’s first ad is for Metz Bock Beer, which was published on April 9, 1908. This one was for the the Metz Bros. Brewing Co. of Omaha, Nebraska, which was originally founded in 1856 by Frederick Metz. This ad ran in The Omaha Evening Bee, also of Omaha, Nebraska.

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

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  • Beer In Ads #5216: The Finest Bock, As Usual April 11, 2026
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