Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5017: Don’t Worry. Be Happy. Drink Bock Beer.

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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 ad is for another unnamed Bock Beer, which was published on July 6, 1906. This one mentions a famous bock beer, though there is an agent for the brewery listed, Phil Thierolf. He apparently launched a business as a Wholesale and Retail Liquor Dealer in Nebraska around 1899. I found another ad he placed in the “Semi-Weekly News-Herald” indicating that he represented both the “Yellowstone (Kentucky) distillery” and the “Anheuser-Busch Brewing Ass’n” of St. Louis. So the bock he was touting in this ad may have been Budweiser Bock, but who knows. He easily could have had additional clients. Pro Tip: if you’re going to advertise that you have for sale a “famous ‘Bock‘ beer,” maybe list the goldarn brewery. Just a thought. This ad ran in The Evening Journal, of Plattsmouth, Nebraska.

The ad seems like it’s from the future for 1906. First that face looks at too little emoji-like, but more telling still is the phrase “Don’t Worry. Be happy.” a full 82-years before Bobby McFerrin used it in his 1988 hit song “Don’t Worry, Be Happy.“

Beer In Ads #5016: Enjoy The 4th With Del’s Bock Beer

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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 ad is for Bock Beer at Del’s Tavern, which was published in July 1942. This one was for an unnamed bock, though itvwas probably a local one. The iconic La Crosse bar was originally founded in 1933. This ad ran in The La Crosse Tribune, also of La Crosse, Wisconsin.

Beer In Ads #5015: Washington Brewery’s Pure Bock Beer

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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 Washington Brewery’s Pure Bock Beer, which was published on July 4, 1894. This one was for the Washington Brewery Co. of Washington, D.C., which was originally founded in 1857. This ad ran in The Washington Post, also of Washington, D.C.

Beer In Ads #5014: Delicious Bock? Certainly! But You Be The Judge!

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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.

Wedneday’s ad is for Hornung’s White Bock Beer, which was published on July 2, 1935. This one was for the Jacob Hornung Brewing Co. of Philadelphia, Pennsylvania, which was originally founded in 1885. This ad ran in The Trenton Evening Times, of Trenton, New Jersey.

Beer In Ads #5013: T. & A. Goux Bock

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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 Bock Beer, though who’s bock is unclear, at least I can’t make it out. The ad was published on July 1, 1899 and was for T. & A. Goux Resale and Wholesale Liquor Dealers of Santa Barbara, California. They were a liquor dealer founded by Thomas and Augustin Goux, whose father had emigrated to the U.S. to work at the French Consulate in Los Angeles. They appear to have been in business from 1890 to 1905. This ad ran in The Independent, also of Santa Barbara, California.

Beer In Ads #5012: It’s A Sign Of Spring

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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 Lisner Bock Beer, which was published on June 30, 1915. This one was for the Simon Linser Brewing Co. of Zanesville, Ohio, which was originally founded in 1846. This ad ran in the Times Recorder, also of Zanesville, Ohio.

Beer In Ads #5011: It’s My Kind Of Dry

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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 ad is for Frankenmuth Bock Beer, though primarily for their Mellow-Dry Beer, which was published on June 29, 1951. This one was for the Frankenmuth Brewing Co. of Frankenmuth, Michigan, which was originally founded in 1862, and is still going strong today. This ad ran in the Bay City Times, of Bay City, Michigan. The spokesperson in the ad is “Eleanor Scotty, popular television star.” If you’ve never heard of her, you’re not alone, and there is surprisingly little about her online for a “popular television star.” The only mention I could find was that she appeared on ‘The Scotti Show,’ a musical comedy program starring popular Detroit nightclub entertainers George and Eleanor Scotti.”

Beer In Ads #5010: Twice Decorated Hornung’s White Bock Beer

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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 ad is for Hornung’s White Bock Beer, which was published on June 28, 1935. This one was for the Jacob Hornung Brewing Co. of Philadelphia, Pennsylvania, which was originally founded in 1885. This ad ran in The Evening Sun, covering York and Adams Counties, Pennsylvania. I love that they’re promoting their two wins in Paris, in 1912 and 1934.

Beer In Ads #5009: You Like Valley Forge Bock Beer

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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.

Wedneday’s ad is for Valley Forge Bock Beer, sort of. I guess it was at the end of Bock season so they used the success of their bock beer to suggest switching to Valley Ford Light Beer for the summer. The ad was published on June 25, 1954. This one was for the Adam Scheidt Brewing Co., which was located in Norristown, Pennsylvania and was originally founded in 1866. This ad ran in The Jersey Journal, of Hudson County, New Jersey.

Beer In Ads #5008: “Bock,” Himself, Wants A Beer

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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 not technically for a specific Bock Beer. Instead it’s an captioned photo that was published on and around June 24, 1924 as part of the coverage of the Democratic National Convention, which was held that year in Washington, D.C. When I searched today for Bock ads, this photo repeated endlessly in too many newspaper across the country to count. In all my searching this year, this one hands down was published in the most newspapers. This specific one ran in The Washington Daily News, of D.C. Who knew the Democrats once used a goat as their mascot? Not me, that’s for sure.