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.

Wednesday’s ad is for Brucks Bock Beer. The ad was published on May 21, 1937. This one was for the Bruckmann Brewing Co. of Cincinnati, Ohio, which was originally founded in 1856 by brothers Johann and Frederick Bruckmann as the Cumminsville Brewery. After Prohibition they bought out the Ohio Union Brewing Co.and operated it as a second brewing facility until 1949, and both were renamed the Bruckmann Co. after 1919. This ad ran in the Advocate Messenger of Danville, Kentucky.