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 the Philadelphia Centennial Exposition, which was published in 1876. The lithograph was published in Frank Leslie’s Illustrated Newspaper in November 1876. This wood-cut engraving is an unattributed staff illustration published, although at the bottom left, the sketch is signed “Schimff.” The text at the bottom reads: “Philadelphia, PA.” — The Centennial Exposition — The Brewers’ Hall on the Exposition Grounds, — From Sketches from Our Owen Special Artists.” Fig. 4, in the bottom right corner, is labelled “Bock Beer.”

And here is Figure No. 4 a little closer: