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 is for FrankenMuth Bock Beer and was published March 31, 1965 in the Grand Rapids Press, of Grand Rapids, Michigan. The ad was for the International Breweries Inc., of Findlay, Ohio, and had this delightful headline: ‘If you like beer hearty … you’re in for the heartiest treat of your life … FrankenMuth Bock Beer.”