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 Globe Bock Beer and was published April 3, 1935. The brewery was the Globe Brewing Co. of San Francisco, California, I think, which was originally founded in 1907 as Acme Brewing, though became Globe Brewing after 1920. This ad ran in the Daily Astorian of Astoria, Oregon, with the tagline: “Globe Bock Beer is now available!”