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.

Monday’s ad is for Geo. Winter Bock Beer, which was published before 1888. The poster was created for the George Winter Brewing Co. of New York, New York, and was located at 55th St. between 2nd & 3rd Avenues. The brewery was founded as Eckert & Winter’s Brewery in 1868, but became the George Winter Brewing in 1880. This poster for their Bock Beer was created by New York lithographer Louis Kraemer, and is a variation on a theme, this one leaning more patriotic.