Last year I decided to concentrate on Bock ads. Bock, of course, may have 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 Christian Moerlein Bock Beer and was published April 14, 1898. The brewery was the Christian Moerlein Brewing, of Cincinnati, Ohio, which was originally founded in 1887. This ad ran in the Chattanooga Daily Times, of Chattanooga, Tennessee. The cartoon is pretty hilarious, but especially with the text below it: “Uncle Sam would do well to adopt MOERLEIN BOCK as a means of strengthening his Navy.