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 Ballantine Bock Beer and was published April 8, 1916. The brewery was the P. Ballantine & Sons Brewing Co. of Newark, New Jersey, which was originally founded in 1857. This ad ran in the Montclair Times, of Montclair, New Jersey, with the tagline: “Now Ready BALLANTINE’S BOCK BEER On Draught and in Bottles.” But I love some of the other selling points: “Made a Little Stronger — Aged a Little Longer, Brewed With Constant Care for Purity, Flavor and Maturity” and this oddball one: “It Savors of Flavor.”