Tuesday’s ad is yet another one for Frank Fehr Brewing Co.’s Bock Beer, again probably from the 1890s. The brewery was located in Louisville, Kentucky, but started out as the Otto Brewery. Its name changed to Frank Fehr in 1890, and remained that name until it closed in 1964. In this one, a serving woman holds three beers on her tray for unseen customers, smiling and staring in their direction. Behind her, a goat is staring, not at the customers, but at the woman, and more disturbing, he’s licking his lips. What the hell kind of ad is this?

Sunday’s ad is for Bock Beer, from sometime before prohibition. It’s for the Bockbier from the Indianapolis Brewing Co. It appears more modern to me, especially because of the font, but who knows. It’s a funny little cartoon, but I do love the expression on both the hunter and the goat. They always say that pet owners resemble their animals

Saturday’s ad is for Bock Beer, again from who knows when. A goddess (just a guess, but look at how she’s dressed!) is walking her friend, the bock goat, through idyllic landscape of blue clouds and hazy green smudges, holding her beer to the heavens. The foreground may be a field of barley and/or hops and the goat is festooned in blue ribbons. Maybe it’s a parade?

Friday’s ad is for Olympia Bock Beer, from the Pilsen Brewing Co. of Chicago, Illinois. I think it’s from around 1910, though certainly before prohibition. The serving women depicted in the middle of the barrel includes some random oddness. On the tray she’s holding there’s two logo glasses, though they appear to be fairly small or short, that are garnished with something green. It would be weird for it to be hops, and the one on the right also looks a little like a leaping frog, though that makes no sense either. And given her pale complexion, she could be mistaken for a zombie.

Thursday’s ad is for Bock Beer, from who knows when. I think it was from a brewery from Oshkosh, Wisconsin, but that’s based on some unsubstantiated reference I found. But it’s a great portrait of a goat, and looks to be a very fine looking Bock Beer thanks to the magnificence of its mascot.

Tuesday’s ad is a pair for Bock Beer, again from who knows when. So it’s two separate Bock posters, apparently by the same artist. The on the left is simply a black goat, but the one on the right includes what I’ve been calling bock gnomes, though I don’t know exactly what they are or what they’re supposed to be. He looks happy, but then I don’t think he’s yet noticed that the brown goat behind him is drinking beer from his mug. Also, look at his left hand, which he’s holding in a very particular pattern. Thumb and index finger are touching, forming am “okay” circle, middle and ring fingers are raised and standing tall together, while the pinky is deliberately sticking out. Is that some early form of gang sign? What the hell is that?

Monday’s ad is another one for Bock Beer, again from who knows when. It’s also produced by the Donaldson Litho. Co. of Newport, Kentucky as a sample of their printing work, complete with pricing information at the top. This is one of several bock-themed samples they produced, and in this one a goat is driving a race car fast, and looking very determined.

Sunday’s ad is also for Bock Beer, from who knows when. This is definitely an odd one. There’s a large goat filling the middle of the ad. To the right, a gnome is dancing wildly — with his hat in one hand and a fork in the other — to the music of what appears to be a pan flute being played by another gnome sitting on a barrel. On the left hand side, a trio of gnomes are sitting on a picnic bench. There’s a beer stein on the bench, but on top of the table there’s the head some animal, possibly a boar. One of the gnomes is holding a large knife, suggesting he’s about to start carving up dinner. Which will be served with bock, of course.