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 Bartel’s Special Bock Beer. The ad was published on June 11, 1919. This one was for the Bartels Brewing Co., which was located in Wilkes-Barre, Pennsylvania and was founded in 1898. This ad ran in the Wilkes Barre Times Leader, of Wilkes-Barre, Pennsylvania. The ad is advertising that their “Special Bock Beer” is being released tomorrow, Thursday, June 12, which coincidentally is the same in 2025.