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 doesn’t explicitly indicate it’s for Bock Beer, but it seems pretty clear from the imagery that it is. One goat is downing a mug of beer while another looks on and appears to be drooling in anticipation. Behind them is a sinister looking bartender drawing another glass of beer. He looks like he’s up to no good. The chromolithograph was created in 1888 by Wilson, Wagner & Co., Lithographers, of Chicago, Illinois.