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.

Sunday’s ad for “Bock” reminded me of a warped, beer-focused Godzilla movie, with a ginormous goat drinking a beer while towering over a large wooden cask of bock beer, turning on the spigot and spraying the townspeople below. It’s a strange scene that gets even weirder when you look closer. Many of the men are wearing uniforms and a few are brandishing nightsticks and guns. A man in a suit at the bottom toward the left is holding a crumpled piece of paper with the word “Spotter” visible on it. Right under the goat’s tail, a man is receding into the background, seemingly making his getaway up some mountainous terrain, carrying a suitcase and what looks like a bag of money under one arm. Below that is a sign which reads: “TO ? ? ? ?” Below the goat’s left leg, you can see two more men praying. It’s definitely an odd message to send, whatever that might be. The lithograph was created in 1875. The lithographer who designed it was named Rothengatter and the poster was printed and published by Vossnack & Thran, of 75 Chatham St., New York.