This year I decided to concentrate on Bock ads. 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.

Saturday’s ad is for “Bock Beer,” but appears to be generic and not specifically for any particular brewery. I think it’s from the late 1800s or early 20th century, but I’m honestly not sure. It’s either an unsuspecting man in the beer cellar, mug of beer in hand with his lunch of bread and … what are those, turnips or rutabagas? He sits there slumped over, shoulders drooping with resignation. Does he know that there’s a mad goat behind him about to pounce or is completely unaware of his fate? Alternatively, it’s the world’s weirdest crime-fighting duo: Bock Man and Goat Boy!