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.

Saturday’s ad is for Maier’s Bock Beer. The ad was published in 1912. This one was for the Maier Brewing Co., which was located in Los Angeles, California and was originally founded in 1874, though they were known by a variety of names, using Maier Brewing from 1907-1971. This ad ran in the Los Angeles Evening Post Record, also of Los Angeles, California.