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.

Saturday’s ad is for “Braumeister Bock Beer: The Only Genuine Milwaukee Bock Beer at the Regular Price,” which was originally published March 22, 1955 in the Saginaw News, which I believe was in Saginaw, Michigan, a medium-sized town in Eastern MIchigan located just below Saginaw Bay by Lake Huron. The brewery was the Independent Milwaukee Brewery of Milwaukee, Wisconsin, which was founded in 1901 by five partners: Henry N. Bills, William Gutknecht, Charles Evers, Emil Czarnecki, and William Jung. It’s flagship brand was Braumeister. The survived Prohibition and lasted until 1962, when the G. Heileman Brewing Co. of nearby Lacrosse bought the brewery and closed it down the following year. I love that their goat looks so smart. It must be the glasses and the mortarboard and tassel.