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.

Thursday’s ad for “Bock” depicts a well-dressed goat raising a toast to America’s centennial, with the title: “Centennial Bock Bier. The Best, Can Be Had Here.” The lithograph was created in 1876. The lithographer was the famous Currier & Ives, located at 125 Nassau St., New York. They were a “printmaking business operating from 1835 to 1907. Founded by Nathaniel Currier, the company designed and sold inexpensive hand-painted lithographic works based on news events, views of popular culture and Americana. Advertising itself as “the Grand Central Depot for Cheap and Popular Prints,” the corporate name was changed in 1857 to “Currier and Ives” with the addition of James Merritt Ives.”