Last year I decided to concentrate on Bock ads for awhile. 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.

Friday’s holiday ad is for Lucky Age-Mellowed Bock Beer, which was published on December 26, 1934. This ad was for the Interstate Brewing Co. of Vancouver, Washington, which was originally founded in 1856 by John Kuench as the Vancouver Brewery. For most of its existence it was known as the Star Brewery, and as Interstate Brewing from 1939-1950. This ad ran in The Oregonian from Portland, Oregon.