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.

Thursday’s ad depicts a young woman and a goat looking each other in the eye over a barrel of Bock Beer and drinking a toast. Behind them on the left is another goat rolling a barrel and to the right is a goat bartender smoking a pipe. The chromolithograph was created in 1882 by the Calvert Lithographing and Engraving Co. of Detroit, Michigan.