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.

Tuesday’s ad for “Bock” depicts a giant goat leaning on a large wooden barrrel, while to his left servers are lined up to fill their glasses to the people seated at tables on the right. Some of luminaries on hand and drinking beer include Uncle Sam and Columbia. The lithograph was created in 1875. The lithographer was Emil Rothengatter working with Vossnack & Co. of 43 Chatham St., New York City, New York.