Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5120: For Thanksgiving A Holiday Treat Of Old Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. 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 La Crosse Old Bock Beer, which was published on November 20, 1936. This ad was for La Crosse Breweries, Inc. of La Crosse, Wisconsin, which was originally founded in 1857. This ad ran in The La Crosse Tribune, also from La Crosse, Wisconsin. I love that a case is 21 bottles and their phone number is “2.”

Beer In Ads #5119: Shhh… The Best Bock Beer Is Aging Here!

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Last year I decided to concentrate on Bock ads for awhile. 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 ad is for Genesee Bock Beer, which was published on November 19, 1959. This ad was for Genesee Brewing Co. of Rochester, New York, which was originally founded in 1878. This ad ran in The Post-Star, from Glens Falls, New York.

Beer In Ads #5117: Amstel Bock

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Last year I decided to concentrate on Bock ads for awhile. 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 poster is for Amstel Bock, and was published in 1954. It was made for the Amstel Brewery of Amsterdam, The Netherlands, which was originally founded in 1870. The poster was created by Dutch artist Jan Wijga.

Beer In Ads #5116: Uff-Da Wisconsin Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. 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 Uff-Da Bock Beer, which was published on November 14, 1994. This one was not specifically for the beer, but instead for the Landmark Restaurant Tavern at 1066 Cass St. in Portage, Wisconsin. But in the ad, they’re urging people to “Stop In And Try A New Local Micro-Brewery Beer From New Glarus: Uff-Da Wisconsin Bock Beer.” from the New Glarus Brewing Co. of New Glarus, Wisconsin, which was originally founded in 1993. This ad ran in The Portage Daily Register, also from Portage, Wisconsin.

Beer In Ads #5114: Horlacher’s Genuine Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. 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 Horlacher’s Genuine Bock Beer, which was published in the 1950s. It was made for the Horlacher Brewing Co. of Allentown, Pennsylvania, which was originally founded in 1897 as the Allentown Brewing Co. Unfortunately, it’s not known who the artist was who created this.

Beer In Ads #5113: We’ve Put Our Bock To Sleep!

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Last year I decided to concentrate on Bock ads for awhile. 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 Iron City Bock Beer, which was published on November 11, 1949. This one was for the Pittsburgh Brewing Co. of Pittsburgh, Pennsylvania, which was originally founded in 1861. This ad ran in The Pittsburgh Press, also from Pittsburgh, Pennsylvania.

Beer In Ads #5112: Big Halloween Party Tonight At The Owl Cabaret

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Last year I decided to concentrate on Bock ads for awhile. 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 a Halloween Party taking place tonight rather than a specific Bock Beer, which was published on October 31, 1933. So presumably this would have been the first Halloween after prohibition was repealed, and they are advertising a Bock Beer Glass for 5-cents This one was for the Owl Cabaret at the A.B.W. Club in Mexicali, Mexico. This ad ran in The Imperial Valley Press, from El Centro, California.

Beer In Ads #5111: Pabst Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. 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 poster is for Pabst Bock Beer, which was published, I think, in the last 19th century. It was made for the Pabst Brewing Co. of Milwaukee, Wisconsin, which was originally founded in 1844. Unfortunately, it’s not known who the artist was who created this.

Beer In Ads #5109: Gretz The Best In Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. 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 Gretz Bock Beer, which was published around 1951. It was made for the William Gretz Brewing Co. in Philadelphia, Pennsylvania, which was originally founded in 1861 by Albert Schwartz. Unfortunately, we don’t know who the artist was who created this.

Beer In Ads #5108: Haantje’s Bockbier

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Last year I decided to concentrate on Bock ads for awhile. 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 poster is for Haantje’s Bockbier, which was published around 1900. The full title is “Haantje’s Bockbier. Nieuwe Achtergracht – Valckenierstraat Amsterdam,” for which the latter part translates as “New Back Canal – Valckenier Street Amsterdam.” It was made for the Haantje Brewery in Amsterdam, which I believe was founded in 1899. It was created by Dutch illustrator E.G. Schlette.