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 depicts what could almost pass for the New Year Baby (and it is almost the new year) holding a sprig of hops in one hand and a stein in the other. He’s standing by a kettle shaped like a goat with “Hops” and ‘Malt” engraved on it with a figure underneath it. Behind the baby appears to be barley and it looks like he’s about to add the hops into the goat-fired kettle. It’s definitely one of the odder ones I’ve seen. The lithograph was created in 1880. The lithographer was H. A. Rost Printing & Publishing Co., of New York City, New York.