Last 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.

Wednesday’s ad for “Bock” depicts an outdoor setting with a couple in the foreground next to what appears to be some hop plants. There’s also a goat with them. Behind them, scenes play out such as a beer wagon coming through a tunnel and and a wpoman defending herself agaiunst a goat with her umbrella. Rgw title of the poster is “Bavarian Bock,” so perhaps that’s where the scene is meant to be taking place. The chromolithograph was created iin 1887. The lithographer was H. Schile & Co. of 295 Bowery in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company.