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 for Frankenmuth Nut Brown Bock Beer and was published March 13, 1952. The brewery was the Frankenmuth Brewing Co. of Frankenmuth, Michigan, which was originally founded in 1862 by Martin Heubisch and Wilhelm Knaust. It has closed and re-opened a couple of times, and is still around today as a craft brewery known as the Frankenmuth Brewery. It’s interesting that they referred to their bock as a “nut brown bock beer,” which is a new one on me. But at least it was a favorite of local bartender Bert Wells, who exclaimed “It’s My Kind of Bock!”