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 ad is for Eagle Bock Beer, which was published on July 19, 1877. This ad was for the Eagle Brewery, formerly known as the Old Rogner Brewery, of Indiana, Pennsylvania, which was originally founded in 1875, but lasted only two years under the ownership of John Rogner. It appears to have continued as the Eagle Brewery by Ignatius Krug, but I couldn’t find any additional information about the brewery. This ad ran in the Indiana Democrat, also of Indiana, Pennsylvania.