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.

Monday’s ad is for Gambrinus Bock Beer, which was published on August 11, 1913. This one is for the Gambrinus Brewing Co. of Portland, Oregon, which was originally founded in 1875. This ad ran in The Oregon Labor Press, now known as the NW Labor Press, and is written for the members of over three dozen local unions in Oregon and Southwest Washington.

Despite this being an ad for Gambrinus Bock Beer, there were some more ads right next to the Bock ad that were interesting, too. First, there’s an ad for the International Union of the United Brewery Workmen of America. Then, below that, there’s another ad for the Bartenders International League of America (now known as the Hotel Employees and Restaurant Employees Union), that also shows a pin for bartender union members to wear at work.