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.

Monday’s ad is for Schloßbräu Bock, created for the Schloss-Brauerei AU, i. d. Hallertau which is located in Germany, about hour north of Munich. I believe the poster may be current, because they’re still using the same image of the goat on all of their labels, although it could also be an older piece they decided to resurrect, but it’s hard to tell. The poster was done by Herm. Sunday & Co., of Munich, Germany, and they appear to have been active in 1940s, so it’s possible that’s when this poster was done, too. The artist appears to have been O.V. Kress, and at least one source dates it to 1900.