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Beer In Ads #5139: Pickwick Bock Beer Is Here

December 11, 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 ad is for Pickwick Bock Beer, which was published on December 11, 1953. The brewery was the Haffenreffer Brewery of Boston, Massachusetts, which was originally founded in 1870. It was located in the Jamaica Plain area of Boston, and today the site of the brewery is where the Boston Beer Co. operates one of its breweries. This ad ran in The Boston Globe, of Boston, Massachusetts.

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

Historic Beer Birthday: William Peter Jr.

December 11, 2025 By Jay Brooks Leave a Comment

william-peter-circle
Today is the birthday of William Peter Jr. (December 11, 1860-January 7, 1937). His father, William Peter Sr., founded the William Peter Brewing Company of Union City, New Jersey. When the brewery was incorporated in 1890, Junior was thirty. He became a shareholder and was also vice-president at that time. Presumably, when his father died in 1918, William Peter Jr. became president and soldiered on until his own death in 1937. After that, the brewery remained in business until 1949, when it was sold to George Ehret and renamed the George Ehret Brewery, but only remained open for one more year, closing for good in 1950. Unfortunately, I can’t find very much information about William Peter Jr. directly, not even a portrait.

will-peter-and-family
William Peter Jr. with his father and one of his three wives, taken in 1910.
Here’s a biography of William Peter Jr. from “Schlegel’s American Families of German Ancestry,” by Carl Schlegel:

william-peter-jr-bio-1
william-peter-jr-bio-2

wm-peter-lager-biew
The brewery workers with William Peter in the center of the first row, with (I think) his son to the right (his left).

1930s-WILLIAM-PETER-BREWING-CO-UNION-CITY-NEW

Filed Under: Birthdays, Just For Fun Tagged With: History, New Jersey

Beer In Ads #5138: Our Alarm Is Set For March 17th

December 10, 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 Old Crown Bock Beer, which was published on December 10, 1945. This ad was for the Centlivre Brewing Corp. of Fort Wayne, Indiana, which was originally founded as the French Brewery in 1862. This ad ran in The Chronicle Tribune, from Marion, Indiana.

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

Beer Birthday: Paul Holgate

December 10, 2025 By Jay Brooks Leave a Comment

holgate
Today is the 58th birthday of Paul Holgate, who’s the co-founder of the Holgate Brewhouse is Melbourne, Australia. I met Paul in Melbourne a few years ago, when I was there to judge at the Australia International Beer Awards. Getting to know Paul was great fun, and, like me, he’s an old-timer in beer terms. Join me in wishing Paul a very happy birthday.

paul-holgate
Paul’s profile photo on Facebook, from 2017.
paul-holgate-cheers
From the brewery website.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Australia

Historic Beer Birthday: Eugene O’Keefe

December 10, 2025 By Jay Brooks 1 Comment

okeefe
Today is the birthday of Eugene O’Keefe (December 10, 1827-October 1, 1913). He “was a Canadian businessman and philanthropist, well-known in the brewing industry for his signature brews. He founded the O’Keefe Brewery Company of Toronto Limited in 1891.”

Eugene-O’Keefe

Here’s his biography from his Wikipedia page:

Born in Bandon, County Cork, he moved with his family to Canada when he was five eventually settling in Toronto. He married Helen Charlotte Bailey in 1862. They had a son and two daughters.

From 1856 to 1861, he worked at the Toronto Savings Bank. He later was president of the Home Bank of Canada. In 1861, he was one of the purchasers of Toronto’s Victoria Brewery (founded by George Hart and Charles Hannath c.1840s as Hannath & Hart Brewery[1]), at the corner of Victoria and Gould Streets, with had an annual production of 1,000 barrels. In 1891, he incorporated it as O’Keefe Brewery Company of Toronto Limited. The brewery would expand to a capacity of 500,000 barrels. He sold the business after his son died in 1911. The company would later be part of Carling O’Keefe Breweries.

In 1909, Pope Pius X made him the first Canadian layman to be made a private Papal chamberlain. He died at his home on Bond Street in 1913, aged 85.

The O’Keefe name is well established in Toronto due to the many charitable donations Eugene O’Keefe made throughout his life. He donated millions of dollars to the Catholic Church in Toronto; built five churches in Toronto; built the St. Augustine’s Seminary in Scarborough; and built Toronto’s first low-income housing development. The O’Keefe name was used as a tribute on the new O’Keefe Centre when it was built in 1960 by E. P. Taylor, then the head of O’Keefe Brewing Company. In 1996, the name was changed to the Hummingbird Centre. In 2007 the name was changed to the Sony Centre for the Performing Arts. His former mansion (O’Keefe House), located across from the former O’Keefe Brewery serves as a residence for students at Ryerson University and the brewery itself is now the Image Arts faculty building.

Since then, a handful of individuals have been actively trying to reestablish the O’Keefe name due to the vital role the man played in shaping the city during the Victorian period. It was not until 2006, when the official biography was written on O’Keefe; the delay due in large part to scant information and lack of personal and company records.

okeefe-toronto

And this biography of O’Keefe is from the Canadian Encyclopedia:

Eugene O’Keefe, brewer, banker, philanthropist (born 10 December 1827 in Bandon, Ireland; died 1 October 1913 in Toronto, ON). O’Keefe is best known for founding the O’Keefe Brewery Company of Toronto Limited. A successful Catholic businessman and philanthropist, he was the first Canadian layman to be made a private chamberlain to the pope.

Early Life and Banking Career

Eugene O’Keefe (born Keeffe) came to Canada in 1832, when he was five years old. The family appears to have changed its name to O’Keefe after immigrating to Canada. O’Keefe was educated in Toronto schools. In 1856, he began working at the Toronto Savings Bank, which had been established two years earlier by Bishop Charbonnel and members of the Society of Saint Vincent de Paul. O’Keefe worked at the bank until 1861, but maintained ties with the institution, serving as board member, director, vice-president and eventually president (1901) of what would become the Home Bank of Canada.

Brewer

okeefe-brewery

In 1861, O’Keefe partnered with two other men to buy Toronto’s Victoria Brewery (owned by Charles Hannath and George Hart). At the time, the brewery produced about 1,000 barrels of ale and stout per year. By the 1890s, O’Keefe was one of the largest brewers of lager beer in Canada, and had implemented new technologies including refrigeration, plant electrification, crown-cap bottles and motorized delivery vehicles. The company was incorporated as the O’Keefe Brewery Company of Toronto Limited in 1891. Devastated by the death of his son in 1911, O’Keefe sold his brewery shares to his partner, Widmer Hawke, and to Sir Henry Pellatt. By that time, the brewery could produce 500,000 barrels a year. After Hawke’s death, the brewery was sold to a holding company, O’Keefe Limited, under Pellat, Sir William Mulock and Charles Vance Millar. This company was bought by E. P. Taylor in 1934 and incorporated into his Brewing Corporation of Canada Limited (later Canadian Breweries Limited).

Philanthropy

O’Keefe donated much of his wealth to charity, particularly the Catholic Church. He financed several new churches in Toronto, including St. Monica’s Church and St. Stanislaus Kostka Church, and donated $400,000 to build St. Augustine’s Seminary in Scarborough. In 1909, he was recognized for his benefactions to the Roman Catholic Church when he became the first Canadian layman to be appointed private chamberlain to the pope.

OKeefes-Composite

And this is from the Dictionary of Canadian Biography:

O’KEEFE, EUGENE (baptized Owen Keeffe), businessman and philanthropist; b. 10 Dec. 1827 in Bandon (Republic of Ireland), son of John Keeffe (O’Keefe) and Mary Russell; m. 23 Jan. 1862 Helen Charlotte Bailey (d. 1899) in Toronto, and they had a son and two daughters; d. there 1 Oct. 1913.

Little is known of Eugene O’Keefe’s early life. His family came to the Canadas when he was five; two years later they settled in Toronto. It seems the family adopted the O’Keefe spelling when they immigrated. John O’Keefe was possibly the tavern proprietor and, later, the sailor listed in Toronto directories. Eugene was educated at the private school run by Denis Heffernan and at “the regular church schools.” In his youth he acquired a reputation as an expert bowler, oarsman, and horseman. Apparently he was an ensign in the local volunteer rifle company. Its captain, Denis K. Feehan, was a close friend, and the two men had much in common. They were Irish Catholics in a distinctly Protestant city and members of the Society of St Vincent de Paul, the principal conduit for Catholic charity in Toronto.

O’Keefe’s brother-in-law, John Murphy, operated a hotel and when he died O’Keefe helped his sister run it. He reputedly spent some time too in the grocery business. In 1856 he became a clerk at the Toronto Savings Bank, established two years before by Bishop Armand-François-Marie de Charbonnel* and members of the Society of St Vincent de Paul. Perhaps Feehan, who had promoted the bank, played a role in O’Keefe’s appointment. O’Keefe worked for the bank until 1861, acquiring in the process a thorough knowledge of business practices, particularly accounting. His association with it did not end then, however. A director before and after its reorganization in 1872, he stayed on the board after the assets of the bank were taken over in 1879 by the Home Savings and Loan Company Limited. Later the same year Archbishop John Joseph Lynch* sold this company to Frank Smith*, a wealthy Catholic politician who made himself president and O’Keefe vice-president. O’ Keefe succeeded Smith in 1901 and oversaw another name change, to the Home Bank of Canada, which enjoyed its most prosperous years under his leadership.

In 1861 O’Keefe had made a business decision that was to have a profound effect not only on his own fortunes, which were far from secure at the time, but also on the welfare of the archdiocese. When the Victoria Brewery, at the corner of Victoria and Gould streets, came up for sale, he formed a partnership with George Macaulay Hawke and a brewer, Patrick Cosgrave, to purchase this small but reputable operation. Its annual production was 1,000 barrels of traditional English ales and stout. Within a year Cosgrave left, but O’Keefe and Hawke continued in association as O’Keefe and Company. When their partnership ended in 1882, O’ Keefe joined with Hawke’s son, Widmer, and Joseph Hooper Mead; the following year the firm was narrowed down to O’Keefe and Widmer Hawke. In 1891 they had it incorporated as O’Keefe Brewery Company of Toronto Limited.

On entering the business O’Keefe had known nothing about brewing, but, according to one biographer, “his business training had shown him that here was an industry with unlimited capacity for expansion.” Before long he had increased productivity to 7,000 barrels a year. Ambitious and forward-looking, O’Keefe supervised additions to the plant in 1872, 1882, and 1889. Shortly after incorporation the entire brewery was replaced by a modern facility equipped with a 60,000-bushel malt-house. This plant lasted until 1911, when a brewery with a capacity of 500,000 barrels was built.

okeefe-staff

Brewing in 19th-century Ontario was a highly conservative and tradition-bound business. The source of O’Keefe’s rapid success was his willingness to be innovative and aggressive at every level of production and distribution. In 1879 he had introduced the large-scale production of lager; in 1898 he was the first brewer in Canada to install a mechanically refrigerated storehouse; and later he began using motorized vehicles. As early as the 1880s he was outselling his competition everywhere in Ontario. Recognized within the industry, he served as a president of the Ontario Brewers’ and Maltsters’ Association.

The premature death in 1911 of his only son, Eugene Bailey, effectively ended O’Keefe’s interest in his brewery’s long-term future. He sold his shares to Hawke and Sir Henry Mill Pellatt*. The sizeable proceeds were applied to O’Keefe’s favourite charities, such as Peter’s pence, St Michael’s Hospital, and the repair of the rectory of St Michael’s Cathedral, of which he was a member. O’Keefe, who rarely did anything on a small scale, had already set out to erect new Catholic churches. For example, in 1907 he built St Monica’s Church on Broadway Avenue as a memorial to his wife. Four years later he purchased West Presbyterian Church on Denison Avenue and turned it over to immigrant Poles, who renamed it St Stanislaus Kostka Church. In each case he spent $30,000. His most impressive and lasting legacy is St Augustine’s Seminary on the Scarborough Bluffs, which opened in August 1913. O’Keefe gave the colossal sum of $400,000 towards its construction. Even in death he was generous. His will, which confirmed his status as the Catholic Church’s greatest benefactor in Toronto, directed the distribution of additional sums to church and civic charities, out of an estate worth $968,300; eventually $184,776 was given out.

Eugene O’Keefe was a Conservative in politics and a moderate nationalist in Irish affairs. He went to Ottawa in 1887 in an unsuccessful bid to stop William O’Brien, a fiery Home Ruler, from appearing in Toronto at the same time as Governor General Lord Lansdowne [Petty-Fitzmaurice*]. One of Toronto’s richest men, O’Keefe carried more weight in the field of philanthropy. He exercised considerable influence over the work of the Society of St Vincent de Paul, the Catholic League, and the local branch of the United Irish League, and he was a trustee from 1906 of the Toronto General Hospital. As well, he was an original director of the Catholic Church Extension Society, and he sat on numerous parish committees at the cathedral. For his munificence and dedication to the church, he was the first Canadian layman to be made a private chamberlain to the pope, on 9 Jan. 1909.

O’Keefe died on 1 Oct. 1913 at his home, which he had built in the 1880s on Bond Street, across from his brewery. He was survived by one daughter, Helena Charlotte French. Three thousand people, including hundreds of brewery workers, attended his Requiem.

okeefes-pilsener-lager

OKeefes-Pilsener-Lager-Beer-Labels

Filed Under: Birthdays, Just For Fun Tagged With: Canada, History

Historic Beer Birthday: Jack Joyce

December 10, 2025 By Jay Brooks 7 Comments

rogue
The original rogue, Jack Joyce, who founded Oregon Brewing — better known today as Rogue — would have celebrated his 82nd birthday today. Sadly, he passed away in late May of 2014. Join me in drinking a toast to Jack’s memory today.

Jack (on right) at the Oregon Brewers Festival with Fred Bowman, co-founder of Portland Brewing and Tom Dalldorf, Celebrator publisher.
At the OBF Parade in 2007, Jack Joyce with festival organizer Chris Crabb await the arrival of the mayor.
brett-and-jack-joyce
Brett and Jack Joyce from an interview by World Class Beverages in 2010.
One of the best photos of Jack I’ve seen. This was taken by Leah Nash for a New York Times article entitled Food and Fuel Compete for Land.

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

Beer In Ads #5137: Arriving For Christmas! Gem Bock Beer

December 9, 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 ad is for Gem Bock Beer, which was published on December 9, 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

Historic Beer Birthday: Henry H. Rueter

December 9, 2025 By Jay Brooks Leave a Comment

rueter
Today is the birthday of Henry Hermann Rueter (December 9, 1832-November 27, 1899). He was born in Westphalia, Germany, but moved to Boston, Massachusetts. In 1867, along with Irishman John R. Alley, founded the Highland Spring Brewery. By 1885, they had moved to Heath & 165 Terrace Streets, but was known after that as Rueter & Co., Inc., although their trade name continued to be the Highland Spring Brewery. After prohibition ended, they were known as the The Croft Brewing Co., but in 1952 were bought by the Narragansett Brewing Co., who closed them for good the following year.

Henry-H-Rueter

Here is a biography from the Boston Landmarks Commission when the property where the brewery was located applied for historic status, researched by Angelica Coleman and Marcia Butman:

Henry Rueter was born in 1832 I the province of Westphalia, Germany. He immigrated to the US in 1851 and after a short stay in New York came to Boston and worked for the Roxbury brewer G. F Burkhardt. With John D. Alley he established Highland Springs Brewery. After Alley withdrew to form his own company, the firm reorganized as Rueter and Co. After Rueter’s death (1899) his sons retained control of the company.

Another source discusses the family background. “The family was founded in this country by the late Henry H. Rueter, who came to Boston in 1831, at 18, from Gutersloh, Westphalia, his birthplace. He was of honorable ancestry, uniting the blood of the Rueters and the Von Eickens.”

Henry-Rueter

From “The Men of Boston and New England, The Boston American,” 1913

Henry H. Rueter founded the Highland Spring Brewery in 1869, and in three years had made it the largest brewery in the United States and today it still maintains its place as the greatest ale brewery of America.

The present head of the family is Henry A. Rueter, born in Boston, educated in Germany, and now in his fifty-fourth year. He is president of Rueter & Company; and of its affiliated lager beer interest the A J. Houghton Companv; and is a director in the National Rockland Bank, the American Trust Co., the Roxbury Institution for Savings, and the Mass. Bonding and Ins. Co. He was one of the incorporators ot the Mass. Automobile Club, and has served it in various capacities. The Country Club and the Algonquin Club count him among their members as does the Boston Chamber of Commerce. Mrs. Rueter was Miss Bertha Glover, only daughter of the late William H. Glover of Rockland, Me. They have two children,-William G. Rueter, now in his final year at Harvard, and Miss Martha Von Eicken Rueter.

A graduate of Harvard, and later a student at Boston Univ. Law School and Bonn University, Germany, Conrad J. Rueter is a recognized authority on the technical and practical application of the liquor law. He has served his city for upwards of seventeen years as trustee of the Boston City Hospital having been reappointed in 1913 for another five vear term. He belongs to the Boston Art Club, the Puritan Club, and the Harvard Club; and is a member of the Liederkrantz Club of New York. In his fiftieth year, his pleasure in outdoor sport is evidenced bv his membership in the Mass. Automobile Club, the Brae Burn Country Club and the Wollaston Golf Club Mrs. Conrad J. Rueter was Miss Ramseyer. There is one son.-John Conrad Rueter.

At the head of the sales staff is Frederick T. Rueter. and the brewing department itself is in direct charge of Ernest L Rueter. youngest of the four brothers, as general manager and master-brewer. Both names appear on the rolls of the Boston Athletic Assn. Ernest L. Rueter is also a member of the Country Club. Frederick T. Rueter is unmarried. Mrs. Ernest L. Rueter was Miss Myra Chevalier, and there is one daughter-Miss Jeanette.

Highland_Spring_Brewery_ale_&_porter._Rueter_&_Alley,_Boston

And here’s another short history of the brewery from the Wikipedia page about the Highland Spring Brewery Bottling and Storage Buildings:

The Highland Spring Brewery was founded in 1867 by a pair of immigrants, one Irish and the other German. The enterprise was a significant success, producing lagers, ales, and porters, and eventually gaining a nationwide reputation. In part for legal reasons, the two buildings built by the company (one for production, the other for storage and bottling) were connected by a tunnel and piping. The brewer ceased operations when Prohibition began in 1920. One of the company’s brewmasters opened the Croft Brewery in the 1892 building in 1933 after Prohibition ended, the storage building having been sold to the Ditson Company and significantly altered for its use. Croft was acquired by Narragansett Brewing Company in the 1952, and operated on the premises for just one year before closing the plant and moving production to their Rhode Island Brewery until 1981 when it too closed.

The Highland Spring Brewery around 1920.

Filed Under: Birthdays, Just For Fun Tagged With: Boston, History, Massachusetts

Beer Birthday: Fritz Maytag

December 9, 2025 By Jay Brooks 5 Comments

anchor-new
Fritz Maytag, who bought the failing Anchor Brewery in 1965 and turned it into a model for the microbrewery revolution, celebrates his 88th birthday today. It’s no stretch to call Fritz the father of craft beer, he introduced so many innovations that are common today and influenced countless brewers working today. A few years ago, Maytag sold Anchor Brewery and Distillery to Keith Greggor and Tony Foglio of the Griffin Group, and in 2017 acquired by Sapporo Breweries, then closed last year ago, but continued to make his York Creek wine and for a time consulted with Anchor as Chairman Emeritus. I was happy to see him again a few years ago, first at the California Beer Summit, and later when I was invited to introduce him to receive an award from the Northern California Brewers Guild in Sacramento, and more recently he unexpectedly showed up at the Anchor taproom the day before it closed last year. Join me in wishing Fritz a very happy birthday.

Fritz Maytag at the Anchor Christmas party in 2006 with fellow Anchor-ites John Dannerbeck and Mark Carpenter.
Fritz with the organizers of SF Beer Week at our inaugural opening event at Anchor in 2009.
Fritz with fellow speakers at the Herbst Museum Symposium a couple of years ago, from left: Bruce Paton, Christine Hastorf, Fritz Maytag and Charlie Bamforth.
Ken Grossman, me and Fritz at a beer dinner at Anchor celebrating Sierra Nevada’s 30th anniversary.
Me and Fritz at the Anchor Christmas Party several years ago.
Jack McAuliffe and Fritz in Sacramento a couple of years ago to accept an award from the Northern California Brewers Guild.
Me and Fritz at the first California Beer Summit a few years ago.

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

Beer In Ads #5136: Do Not Disturb: SB Bock Beer Is “Tucked In” For A Long, Leisurely Ageing!

December 8, 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 Pickwick Bock Beer, which was published on December 7, 1953. The brewery was the Southern Brewing Co. of Tampa, Florida, which was originally founded in 1934, but closed in 1963. This ad ran in The Tampa Tribune, from Tampa, Florida.

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

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