Brookston Beer Bulletin

Jay R. Brooks on Beer

  • Home
  • About
  • Editorial
  • Birthdays
  • Art & Beer

Socialize

  • Dribbble
  • Email
  • Facebook
  • Flickr
  • GitHub
  • Instagram
  • LinkedIn
  • Pinterest
  • RSS
  • Twitter
  • YouTube

Powered by Genesis

Beer In Ads #5062: Atlas Bock Beer

August 25, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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 Atlas Bock Beer, which was published on August 25, 1933. This one was for, I think, the Atlas Brewing Co. (or Atlas Beverage Co.) of Chicago, Illinois, which was originally founded in 1891 as the Bohemian Brewing Co. of Chicago, but was renamed Atlas in 1896. This ad ran in The Daily Argus Leader, of Sioux Falls, North Dakota. I love that the name of the restaurant was “The Eat Shoppe.”

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Illinois, South Dakota

Beer In Ads #5061: Schaffhauser Giant Bock

August 23, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Saturday’s poster is for Falken Schaffhauser’s Bock, and was published in 1934. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a giant goat (though honestly it looks more like a bighorn sheep) towering over a dozen men all drinking beer. It was created by Swiss artist Arnold Oechslin.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Switzerland

Beer In Ads #5060: Hospitality Demands Our Pale Bock Beer

August 22, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Friday’s ad is for Thomas Brau Bock Beer, which was published on August 22, 1935. This one was for the Gebrüder Thomas Bierbrauerei of Munich, Germany, which was originally founded in the Middle Ages, but merged with Paulaner in 1928. To be fair, it’s really a small part of a full-page ad for a market chain called “George W. Loft Markets,” in upstate New York, with locations in New Rochelle, White Plains, and the Bronx. This ad ran in The Standard-Star, of New Rochelle, New York, and the exact same ad also ran in the Daily Reporter of White Plains.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, Germany, History, New York

Beer In Ads #5059: Schaffhauser Leaping Bock

August 21, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Wednesday’s poster is for Falken Schaffhauser’s Bock, and was published in 1933. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a man leaping over a giant mug of beer. It was created by Swiss artist Arnold Oechslin.

Filed Under: Art & Beer, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Switzerland

Beer In Ads #5058: Schaffhauser Bock

August 20, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Wednesday’s poster is for Falken Schaffhauser’s Bock, and was published in 1932. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a giant man with a mug of beer. Below him is a village Maypole with a band playing while numerous couples dance. It was created by Swiss artist Arnold Oechslin.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Switzerland

Beer In Ads #5057: Ephrata Is Saying: Give Me White Bock Every Time

August 19, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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 Hornung’s White Bock Beer, which was published on August 19, 1937. This one was for the Jacob Hornung Brewing Co. of Philadelphia, Pennsylvania, which was originally founded in 1885. This ad ran in The Ephrata Review, of Ephrata, Pennsylvania.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Pennsylvania

Beer In Ads #5056: Geo. F. Spenger’s Extra Bottled Malt Beverages

August 18, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Thursday’s ad is for Extra Malt Wine or Bock Beer, or more generally for Geo. F. Sprenger’s Extra Bottled Malt Beverages, which was published on August 18, 1879. This one is for the Sprenger Brewery of Lancaster, Pennsylvania, which was originally founded in 1850. This ad ran in The Lancaster Daily Intelligencer, also of Lancaster, Pennsylvania.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Pennsylvania

Beer In Ads #5055: Weihnachts Bock Monk

August 17, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Sunday’s poster is for Falken Schaffhauser’s Weihnachts Bock, and was published in 1931. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Weihnachts Bock (Christmas or WInter Bock) and shows a monk taking a walk in the snow. Of course, he took a mug with him because you never know if you’ll run across a keg of bock in the wilderness. It was created by Swiss artist Arnold Oechslin.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Switzerland

Charles Bukowski On Drinking

August 16, 2025 By Jay Brooks

Today’s is the birthday of Henry Charles Bukowski (August 16, 1920 – March 9, 1994).

He “was a German-American poet, novelist, and short story writer. His writing was influenced by the social, cultural, and economic ambience of his adopted home city of Los Angeles. Bukowski’s work addresses the ordinary lives of poor Americans, the act of writing, alcohol, relationships with women, and the drudgery of work. The FBI kept a file on him as a result of his column Notes of a Dirty Old Man in the LA underground newspaper Open City.

Bukowski published extensively in small literary magazines and with small presses beginning in the early 1940s and continuing on through the early 1990s. He wrote thousands of poems, hundreds of short stories and six novels, eventually publishing over sixty books during the course of his career. Some of these works include his Poems Written Before Jumping Out of an 8 Story Window, published by his friend and fellow poet Charles Potts, and better-known works such as Burning in Water, Drowning in Flame. These poems and stories were later republished by John Martin’s Black Sparrow Press (now HarperCollins/Ecco Press) as collected volumes of his work. As noted by one reviewer, “Bukowski continued to be, thanks to his antics and deliberate clownish performances, the king of the underground and the epitome of the littles in the ensuing decades, stressing his loyalty to those small press editors who had first championed his work and consolidating his presence in new ventures such as the New York Quarterly, Chiron Review, or Slipstream.”

In 1986, Time called Bukowski a “laureate of American lowlife”. Regarding his enduring popular appeal, Adam Kirsch of The New Yorker wrote, “the secret of Bukowski’s appeal … [is that] he combines the confessional poet’s promise of intimacy with the larger-than-life aplomb of a pulp-fiction hero.”

During his lifetime, Bukowski received little attention from academic critics in the United States, but was better received in Europe, particularly the UK, and especially Germany, where he was born. Since his death in March 1994, Bukowski has been the subject of a number of critical articles and books about both his life and writings.

He wrote about his drinking quite a bit in poems, short stories and in legend. Below is one of his more memorable quotes:

But that’s just the tip of the iceberg, so to speak. Drinking was a favorite topic of Bukowski and his writings on the subject were collected into a single volume entitled “Charles Bukowski On Drinking” in 2019. Here’s a few gems from that volume:

From “Charles Bukowski Answers 10 Easy Questions”

“Question: What would you say is the best brand of American beer on the market today?

Bukowski: Well, that’s a bit difficult. Miller’s is the easiest on my system but each new batch of Miller’s seems to taste a bit worse. Something is going on there that I don’t like. I seem to be gradually going over to Schlitz. And I prefer beer in the bottle. Beer in the can definitely gives off a metallic taste. Cans are for the convenience of storekeepers and breweries. Whenever I see a man drinking out of a can I think, “now there is a damn fool.” Also, bottled beer should be in a brown bottle. Miller again errs in putting the stuff into a white bottle. Beer should be protected both from metal and from light.

Of course, if you have the money, it’s best to go up the scale and get the more expensive beers, imported or better-made American. Instead of a dollar 35 you have to go a dollar 75 or 2 and quarter and up. The taste is immediately noticeable. And you can drink more with less hangover. Most ordinary American beer is almost poison, especially the stuff that comes out of the spigots at racetracks. This beer actually stinks, I mean, to the nose. If you must buy a beer at the racetrack it is best to let it sit for 5 minutes before drinking it. There is something about the oxygen getting in there that removes some of the stink. The stuff is simply green.

Beer was much better before World War 2. It had tang and was filled with sharp little bubbles. It’s wash now, strictly flat. You just do the best you can with it.

Beer is better to write with and talk with than whiskey. You can go longer and make more sense. Of course, much depends upon the talker and the writer. But beer is fattening, plenty, and it lessens the sex drive, I mean, both the day you are drinking it and the day after. Heavy drinking and heavy loving seldom go hand in hand after the age of 35. I’d say a good chilled wine is the best way out and it should be drank slowly after a meal, with just perhaps a small glass before eating.

Heavy drinking is a substitute for companionship and it’s a substitute for suicide. It’s a secondary way of life. I dislike drunks but I do suppose I take a little drink now and then myself. Amen.”

brewed and filled by … (1964)

“everything
in my beercan hand
is sad,
the dirt is even
sad
under my fingernails,
and this hand
is like the hand of a
machine
and yet
it is not—
it curves itself completely
(an effort containing magic)
around the
beercan
in a movement the same as
roots
pounding a gladiola
up into the sun of air,
and the beer
goes into me.”

beerbottle (1974)

“a very miraculous thing just happened:
my beerbottle flipped over backwards
and landed on its bottom on the floor,
and I have set it upon the table to foam down,
but the photos were not so lucky today
and there is a small slit along the leather
of my left shoe, but it’s all very simple:
we cannot acquire too much: there are laws
we know nothing of, all manner of nudges
set us to burning or freezing; what sets
the blackbird in the cat’s mouth
is not for us to say, or why some men
are jailed like pet squirrels
while others nuzzle in enormous breasts
through endless nights—this is the
task and the terror, and we are not
taught why. still, it’s lucky the bottle
landed straightside up, and although
I have one of wine and one of whiskey,
this forsooths, somehow, a good night,
and perhaps tomorrow my nose will be longer:
new shoes, less rain, more poems.”

The Bukowski Tapes (1985)

“I think a man can keep on drinking for centuries, he’ll never die; especially wine and beer . . . I like drunkards, because drunkards, they come out of it, and they’re sick and they spring back, they spring back and forth . . . If you gotta be anything, be an alcoholic. If I hadn’t been a drunkard, I probably would have committed suicide long ago. You know, working the factories, the eight hour job. The slums. The streets. You work a god damn lousy job. You come home at night, you’re tired. What are you gonna do, go to a movie? Turn on your radio in a three dollar a week room? Or are you gonna rest up and wait for the job the next day, for $1.75 an hour? Hell, no! You’re gonna get a bottle of whiskey and drink it. And go down to a bar and maybe get in a fist fight. And meet some bitch, something’s going on. Then you go to work the next day, and do your simple little things, right? . . . Alcohol gives you the release of the dream without the deadness of drugs. You can come back down. You have your hangover to face. That’s the tough part. You get over it, you do your job. You come back. You drink again. I’m all for alcohol. It’s the thing.”

beer (1976)

“I don’t know how many bottles of beer
I have drunk while waiting for things
to get better.
I don’t know how much wine and whiskey
and beer
mostly beer
I have drunk after
splits with women—
waiting
for the phone to ring
waiting for the sound of footsteps,
and the phone never rings
until much later
and the footsteps never arrive
until much later
when my stomach is coming up
out of my mouth
they arrive as fresh as spring flowers:
‘what the hell have you done to yourself?
it will be 3 days before you can fuck me!’

the female is durable
she lives seven and one half years longer
than a man, and she drinks very little beer
because she knows it’s bad for the
figure.

while we are going mad
they are out
dancing and laughing
with horny cowboys.

well, there’s beer
sacks and sacks of empty beer bottles
and when you pick them up
the bottles fall through the wet bottom
of the paper sacks
rolling
clanking
spilling grey wet ash
and stale beer,
or the sacks fall over at 4 A.M.
in the morning
making the only sound in your life.

beer
rivers and seas of beer
beer beer beer
the radio singing love
songs
as the phone remains silent
and the walls stand
straight up and down
the beer is all there is.”

Filed Under: Art & Beer, Birthdays, Just For Fun, Related Pleasures Tagged With: Literature, Poetry

Beer In Ads #5054: Alpine Bock Beer Festival

August 15, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. 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.

Friday’s ad is not for a specific Bock Beer, but for an upcoming Bock Beer Festival at the Alpine Village Beer Garden, and was published on August 15, 1969. This one is for the Alpine Village in Torrance, California, which was originally founded in 1968. They had Bavarian Dances every weekend, but the Bock Beer Festival took place on august 17. Unfortunately, it closed during Covid, but has recently been designated as culturally significant and saved from demolition. This ad for the event ran in The Daily Breeze, of Hermosa Beach, California.

Filed Under: Art & Beer, Beers, Events, Just For Fun Tagged With: Advertising, Bock, California, History

« Previous Page
Next Page »

Find Something

Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Recent Comments

  • Steve "Pudgy" De Rose on Beer Birthday: Pete Slosberg
  • Paul Finch on Beer Birthday: Dann Paquette
  • Steve 'Pudgy' De Rose on Historic Beer Birthday: Louis Hudepohl
  • Steve 'Pudgy' De Rose on Historic Beer Birthday: Sharon Vaughn
  • Paul Gatza on Beer Birthday: Paul Gatza

Recent Posts

  • Beer Birthday: Mikkel September 13, 2025
  • Beer Birthday: Lorenzo Dabove September 13, 2025
  • Historic Beer Birthday: Jan Léonardus Moortgat September 13, 2025
  • Beer Birthday: Dan Gordon September 13, 2025
  • Beer Birthday: Steve Gonzalez September 12, 2025

BBB Archives

Feedback

Head Quarter
This site is hosted and maintained by H25Q.dev. Any questions or comments for the webmaster can be directed here.