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.

Tuesday’s ad is for Miller Bock Beer, which was published on September 23, 1903. This one was for the Miller Brewing Co. of Milwaukee, Wisconsin, which was originally founded in 1855. This ad ran in The Honolulu Star Bulletin, of Honolulu, Hawaii because the ad was really for the liquor department of the Hoffschlaeger Co., which also made whiskey. Miller apparently only made a bock from 1888-1920. I do love the remark about it being the “most nutritious in the market.” Plus, “Doctors recommend it to their patients with the greatest confidence,”