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.

Thursday’s ad is a 1905 postcard for Bock Beer that includes an excellent recipe for enjoying the beer. It was created by German illustrator Arthur Thiele.

It’s worth breaking down the text:

On the ribbon hanging off the stein: “Stundlich a Mass!” translates as “A Maß every hour!”

Then there’s the “Recept!,” the Recipe or Prescription:

To be taken hourly:
2 liters of Bock beer,
3 radishes,
1 pickle,
2 matjes herrings.

Bock
Dr. of Beerology

The text at the bottom is also interesting:

Open wide the sluices of your throats,
Let the Bock
Flow right down.

Then your hearts and minds will feel at ease:
Bock is the best medicine!