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 Point Bock Beer, which was published around 1938. This poster was created for the Stevens Point Brewing Co. of Stevens Point, Wisconsin, which was founded in 1857. In a prime example of lithographers and printers creating generic posters that they could customize with their clients name, there is also an identical one made for Brunswick Bock Beer. The brewery second one was created for is unknown. Several breweries have been known as the Brunswick Brewing Co., including ones in Maine, Ohio, Georgia, New Jersey, and New Brunswick, Canada. Many of them were not open during the most likely time period this poster was published, although the New Brunswick Brewing Co. of New Jersey was in operation from 1935-1938, so that seems the most likely. Their flagship was also known as simply “Brunswick Beer,” so it’s likely that’s what they would have called their bock, too.

And here’s the nearly identical one created for Brunswick Bock Beer.