After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. Bock, of course, originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Friday’s ad is for Schmidt’s of Philadelphia, or more specifically the Christian Schmidt Brewing Co. I’m not sure if this is actually a vintage Schmidt’s ad or a more modern one meant too appear vintage. Either way, it’s a beautiful ad. The Schmidt’s brands were bought by G. Heileman Brewing in 1987, and the brewery was closed. But somebody appears to be trying to bring back the brand under the name Schmidt’s of Philly, but so far all they seem to have is merchandise for sale.