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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Sunday’s ad is for Old Mother Hubbard’s Bavarian Bock Beer, which was published on July 5, 1890. I’m not sure what brewery made this bock beer. The ad doesn’t specify a brewery only where it’s being sold, which is B.J. King’s Excelsior Bottling House, of York, Pennsylvania. A different ad from 1888 has B.J. King listed as “Agent” and further mentions he’s also a “Bottler of Pops, Ginger Ale, Grape Soda, Etc.” The ad also states they bottle beer for two breweries, “Bay View Brewery,” from Baltimore, Maryland, and the second is listed as “Bavarian Beer, the Celebrated Beer of Philadelphia.” Unfortunately, several searches turned up no Bavarian Brewery in Philly, although there was a Bavarian Brewing Co. in Willmington, Delaware, which was fairly nearby. They apparently sold a beer called “Old Master Bavarian Bock Beer” in the 1930s and that seems pretty close. Whoever made it, it’s a great name. This ad ran in the York Dispatch, also of York, Pennsylvania.