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.

Tuesday’s ad is for Grolsch Bock beer, which was published in Limburgs Dagblad October 12, 1978. Limburgs Dagblad was a daily regional Dutch newspaper published in Sittard from 1918 until its stopped publication on December 29, 2017. The ad includes the slogan for Grolsch, “Vakmanschap is meesterschap” (Craftsmanship is mastership). The text of the ad, “‘t Is Goed ‘t Is Echt,” which means “It is good, it is real.”