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.

Tuesday’s ad is for Oertels ’92 Old Style Bock Beer and was published March 18, 1937. The brewery was the Oertels Brewing Co. of Louisville, Kentucky, which was originally founded in 1874, apparently by Charles Hartmetz and his brothers, and knnown as the Butchertown Brewery, but by 1884 John Fred Oertel was involved and beginning in 1892 Oertel was the sole owner. They survived prohibition but closed in 1967. This ad ran in the Courier Journal of Louiville, Kentucky, announcing the release of Acme bock beer that day, which I imagine was similar to yesterday’s ad announcing the release of “the NEW Oertel Goat!” ak.k.a. Oertels ’92 Old Style Bock Beer. The brewery’s flagship for many years was “Ortels ’92 Beer,” presumably named for the year of the brewery’s founding.