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.

Sunday’s ad is for another unnamed Bock Beer, which was published on July 6, 1906. This one mentions a famous bock beer, though there is an agent for the brewery listed, Phil Thierolf. He apparently launched a business as a Wholesale and Retail Liquor Dealer in Nebraska around 1899. I found another ad he placed in the “Semi-Weekly News-Herald” indicating that he represented both the “Yellowstone (Kentucky) distillery” and the “Anheuser-Busch Brewing Ass’n” of St. Louis. So the bock he was touting in this ad may have been Budweiser Bock, but who knows. He easily could have had additional clients. Pro Tip: if you’re going to advertise that you have for sale a “famous ‘Bock‘ beer,” maybe list the goldarn brewery. Just a thought. This ad ran in The Evening Journal, of Plattsmouth, Nebraska.

The ad seems like it’s from the future for 1906. First that face looks at too little emoji-like, but more telling still is the phrase “Don’t Worry. Be happy.” a full 82-years before Bobby McFerrin used it in his 1988 hit song “Don’t Worry, Be Happy.“