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 is is for Piel’s Light Bock Beer, and is from March of 1949. While I’m aware of lighter colored bocks not being uncommon, this is the first time I’ve seen one advertised as a “light bock.” Piel’s Brewing was founded in 1883 in Brooklyn, but by the 1960s they started closing breweries and by 1973 they were all shut down, and the brand sold to another conglomerate. The brand tried to restart in 2018, but it must not have lasted long because of their new social channels ar dormant. I do quite love the gnomes with the goats.