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.

Thursday’s ad is for Leidiger Bock Beer, which was published on May 14, 1915. This ad was for  the Leidiger Brewing Co., which was founded in 1884. This ad ran in The Merrill Star Advocate, also of Merrill, Wisconsin. I’m going to guess that “Gesundheit Beer” or “Some Beer” is meant to be joke, and neither actually existed, but who knows. There was a beer called “Gesundheit” that was brewed by the Neustadtl Brewing Co. of Stroudsburg, Pennsylvania from 1933 to 1935