Last year I decided to concentrate on Bock ads. Bock, of course, 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 for Bock Beer is from 1898, though not much is known about it. The chromolithograph may have been created in either Germany or the United States. It’s hard to imagine what it might have been used for since it depicts a fancy dressed woman in a pink dress being served two glasses of beer. There’s a goat in the background and a wooden barrel in the foreground, with a number of gems scattered about seemingly for no reason.
