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 GB Bock Beer, which was published on August 31, 1966. This one was for The Grace Brothers Brewing of Santa Rosa, California, which was originally founded in 1872 by William Metzger as the Santa Roa Steam Brewery, but became Grace Bros. beginning in 1897. The ad is first for their “Bavarian” Type Beer and then, “For a Change of Pace,” try their “GB” Dark Bock Beer.  This ad ran in The Ventura County Star, of Camarillo, California, but serving all of Ventura County.