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 Wooden Shoe Beer. The ad was published on May 28, 1953. This one was for the Wooden Shoe Brewing Co. of Minster, Ohio, which was originally founded in 1869 by Franz Lange, though it became known by the Wood Shoe name after 1939 until it closed in 1954. This ad ran in the Chillicothe Gazette, of Chillocothe, Ohio. I don’t think of bock as beer that goes well with athletics, so the text for this ad is a little odd: “Refresh Yourself After a Hot Day In The Sun With Delicious Bock Beer.” Um, no thanks. I also love how he brought his family along while he plays golf. The son, presumably, is carrying his clubs, but the wife? Is she just watching him play? Oh, 1950s, you were a weird time.