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.

Saturday’s ad for “Bock” depicts a smarmy-looking goat ringing a bell, possibly as an “order up” to let someone know their mug of bock beer is ready for pick up. The lithograph was created in 1879. The lithographer was Herman Dohm of 41 Beaver St., between Broad and Williams St. in New York City. They apparently used “Steam Lithographic Printing” process.

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.

Friday’s ad for “Bock” depicts a man sitting on a chair with a mug of beer in one hand and a pipe in the other, with the text “Bock.” He’s seated at a table with a drawing of a goat on it. The lithograph was created in 1894. Written by hand at the bottom of the poster is “Design No. 200.” The lithographer was H. Schile & Co. of 295 Bowery in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company. 

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” depicts a man in a brown suit with a blue bowtie leaning on a small cask of bock, holding up a full glass dripping foam down the side of it. Below the glass, a goat has its upturned mouth catching the falling beer, with the text “Bock.” The lithograph was created in 1892. The lithographer was H. Schile & Co. of 295 Bowery in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company. 

This 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.

Tuesday’s ad for “Bock” depicts a giant goat leaning on a large wooden barrrel, while to his left servers are lined up to fill their glasses to the people seated at tables on the right. Some of luminaries on hand and drinking beer include Uncle Sam and Columbia. The lithograph was created in 1875. The lithographer was Emil Rothengatter working with Vossnack & Co. of 43 Chatham St., New York City, New York.

This 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.

Monday’s ad depicts what could almost pass for the New Year Baby (and it is almost the new year) holding a sprig of hops in one hand and a stein in the other. He’s standing by a kettle shaped like a goat with “Hops” and ‘Malt” engraved on it with a figure underneath it. Behind the baby appears to be barley and it looks like he’s about to add the hops into the goat-fired kettle. It’s definitely one of the odder ones I’ve seen. The lithograph was created in 1880. The lithographer was H. A. Rost Printing & Publishing Co., of New York City, New York.

This 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.

Sunday’s ad depicts a man dressed like a Bohemian artist holding up a glass of bock beer in a toast, with a goat leaning up against a wooden barrel with the text, “Bock Bier” written on it. The lithograph was created in 1878. The lithographer was again the Wittemann Bros., who at that time were located at 184 William St. in New York City, New York.

This 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.

Saturday’s ad depicts a goat with a yellow circle behind him, surrounded by barley and hops. The foreground includes an overflowing tankard of beer and the text, “Buck Beer.” The chromolithograph was created in 1885, in New York. The lithographer was the Wittemann Bros., who at that time were located at 192 Fulton St. in New York City, New York.