Two years ago 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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Sunday’s second ad is for Point Special Bock Beer, which was published on April 12, 1938. This one was for the Stevens Point Brewery of Stevens Point, Wisconsin, which was originally founded in 1857 and is still brewing today. This ad ran in The Stevens Point Journal, also of Stevens Point, Wisconsin. I love that the ad is celebrating the fifth anniversary of the repeal of prohibition, and that their beer was “Extra-Aged for Easter,” whatever that means. The inset describes a statewide brewery celebration throughout Wisconsin.