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.

Monday’s ad for “Bock” was created for the H. & J. Pfaff Brewing Co., which was located in Boston Massachusetts. They were in business from 1857 until 1918. The lithograph was created in 1877, and was published by A. Trochsler & Co. Lithographers, also of Boston. The artist who created it was Charles Wellington Reed, who in addition to his work as an illustrator and artist, he was also at the Battle of Gettysburg, where he received the Medal of Honor for bravery.