Beer In Ads #5204: Bock Beer! The First Genuine Bock Of The Season

April 4, 2026 By Jay Brooks

Two years ago 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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Saturday’s first ad is for Heublein’s Bock Beer, which was published on April 4, 1878. This ad was for the Heublien Company of Hartford, Connecticut, which was originally founded by Andrew Heublien in 1862 as a restaurant. They were one of the first companies to sell RTDs (Ready-to-Drink cocktails) in 1875 and soon after, in 1906, acquired the rights to sell, and later manufacture, A-1 Steak Sauce. WHile I couldn’t find anything specific about them brewing beer in the 19th century, they must have had someone brew it for them. This ad ran in the Hartford Courant, also of Hartford, Connecticut.

Historic Beer Birthday: Jaromír Vejvoda

March 28, 2026 By Jay Brooks

Today is the birthday of Jaromír Vejvoda (March 28, 1902-November 13, 1988). He was a Czech composer and his most famous song was the iconic “Beer Barrel Polka.”

Here’s a short biography of Vejvoda, from his Wikipedia page:

Vejvoda was born and died in Zbraslav. He learned to play the fiddle and flugelhorn in a band led by his father. Later he played these instruments in a military band. He started to compose in the 1920s while he worked as a bartender in a pub owned by his father-in-law. In 1929 he wrote the Modřanská polka named after Modřany, a suburb of Prague where it was played the first time. This catchy tune became a hit and allowed Vejvoda to pursue music as a full-time professional. It was published in 1934 with lyrics Škoda lásky, kterou jsem tobě dala… Publishing house Shapiro Bernstein acquired the rights shortly before World War II and the polka, now the “Beer Barrel Polka” with the English lyrics “Roll out the barrel…”, became the most popular song of the Allies in the West, although the original Czech lyrics have a very different meaning and do not speak about beer. After the war this polka became popular around the world, in German-speaking countries as “Rosamunde.”

And here’s the story of his famous song:

“Beer Barrel Polka”, also known as “The Barrel Polka” and “Roll Out the Barrel”, is a song which became popular worldwide during World War II. The music was composed by the Czech musician Jaromír Vejvoda in 1927.[1] Eduard Ingriš wrote the first arrangement of the piece, after Vejvoda came upon the melody and sought Ingriš’s help in refining it. At that time, it was played without lyrics as “Modřanská polka” (“Polka of Modřany”). Its first text was written later (in 1934) by Václav Zeman – with the title “Škoda lásky” (“Wasted Love”).
The polka became famous around the world. In June 1939, “Beer Barrel Polka”, as recorded by Will Glahé, was number one on the Hit Parade. This version was distributed by Shapiro Bernstein. Glahé’s earlier 1934 recording sold many copies in its German version Rosamunde (it is possible the reason for the rapid spread was due to the occupation of Czechoslovakia by Nazi Germany, and subsequent emigration of thousands of Czechs to other parts of the world, bringing this catchy tune with them). The authors of the English lyrics were Lew Brown and Wladimir Timm. Meanwhile, the song was recorded and played by many others such as Andrews Sisters in 1939, Glenn Miller Orchestra, Benny Goodman, Bobby Vinton, Billie Holiday, and Joe Patek who sold over a million copies of his album “Beer Barrel Polka.”
During World War II, versions in many other languages were created and the song was popular among soldiers, regardless of their allegiances. It was claimed many times that the song was written in the country where it had just become a hit. Its actual composer was not widely known until after the war.

This more recent recording is by Frankie Yankovic and His Yanks.

But the first hit recording of the song under the name we all know it by today was in 1939, by Will Glahé.

Beer Saints: St. Cuthbert

March 20, 2026 By Jay Brooks

Today is the feast day of St. Cuthbert (c. 634 – 20 March 687), sometimes referred to as Cuthbert of Lindisfarne. In addition to being the patron saint of England, and specifically Durham, Newcastle, Hexham, Lancaster and Northumbria, shepherds, sailors, and against the plague, he is also the patron saint of maltsters. According to some sources, this is because “during his final years, in retreat on the Island of Farne, Cuthbert was only able to sustain himself by growing barley. He also became a protector of the barley by invoking the name of God to disperse the birds who hungered to consume the barley.”

Here’s his overview from Wikipedia:

Cuthbert was an Anglo-Saxon saint of the early Northumbrian church in the Celtic tradition. He was a monk, bishop and hermit, associated with the monasteries of Melrose and Lindisfarne in what might loosely be termed the Kingdom of Northumbria, in North East England[b] and the South East of Scotland. After his death he became the most important medieval saint of Northern England, with a cult centred on his tomb at Durham Cathedral. Cuthbert is regarded as the patron saint of Northumbria.
Cuthbert grew up in or around Lauderdale, near Old Melrose Abbey, a daughter-house of Lindisfarne, today in Scotland. He decided to become a monk after seeing a vision on the night in 651 that St. Aidan, the founder of Lindisfarne, died, but he seems to have seen some military service first. He was quickly made guest-master at the new monastery at Ripon, soon after 655, but had to return with Eata of Hexham to Melrose when Wilfrid was given the monastery instead. About 662 he was made prior at Melrose, and around 665 went as prior to Lindisfarne. In 684 he was made bishop of Lindisfarne, but by late 686 he resigned and returned to his hermitage as he felt he was about to die. He was probably in his early 50s.

Cuthbert discovers the piece of timber washed up with the tide, that was to be used as a roof beam, c. late 12th century.

Here’s another telling of his story, from OrthoChristian, picking it up after he’d been prior of Lindisfarne for twelve years and had been teaching the rules of monastic life to the Lindisfarne monks.

Little by little he introduced very strict discipline and monastic rules to the monastery—he lived precisely such a life himself—and became a real father to his brethren. And he continued his missionary work, which stretched to such places as Durham and Carlisle. But he more and more wished for a solitary life as a hermit. So he first retired to the isle today known as St. Cuthbert’s Island, and then, in 676, he settled on Inner Farne (both isles belong to the group of the Farne Islands which are famous for their wild nature and colonies of many species of birds today). On Inner Farne he built himself a little hut and a chapel and constructed a high wall around them (he was a physically very strong and skillful man).
At first he did not want any visitors to come to him, wishing to see only the sky, the heaven for which he strove so much. The saint lived in extremely difficult conditions on Farne, but nothing was impossible for him because God and the angels were always nearby. The saint by his fervent prayer expelled all the demons from Farne, who for some time attacked him ferociously. He also provided food for himself by the labor of his hands: through his prayer the soil on Farne became fertile and he was able to grow barley there, and a holy well with an abundant amount of water gushed forth from a dry rock on the isle due to his prayers. With time monks from Lindisfarne and other monasteries, nevertheless, started to flock to him and inhabitants from outside Lindisfarne followed too, in spite of the remoteness of that site. And Cuthbert, though he tried to avoid fame, could not refuse them wise instruction and words of consolation.

And they mention his growing of barley a little later in the story.

Some modern researchers suggest that St. Cuthbert was the first man in history to speak up in defense of wild nature, in his case: eider ducks. Maybe this is just a legend, but it is certain that he took care of these birds during his life and they still nest on Inner Farne in masses, as if in memory of the great saint. Northumbrians call these eider ducks “chicken of Cuddy” after St. Cuthbert. According to Bede, when Cuthbert first sowed seeds of barley on Inner Farne, birds started pecking them. The saint reproached them for that and they did not do it again. Two ravens used to steal straw from the small guesthouse near the saint’s cell. Cuthbert ordered them to leave the isle for such behavior. But the ravens soon returned with their wings prostrated and the heads lifted low as a sign of their remorse. More than that, they brought him lard to atone for their guilt. The saint forgave them, allowed them to stay on the isle and used the lard to waterproof his shoes.

There is a specific cross named for the saint, known as the St Cuthbert’s Cross, which is used on the County Durham flag, for example.

Beer Saints: St. Joseph

March 19, 2026 By Jay Brooks

Today is the feast day of St. Joseph, husband of Mary, and the “legal” father of Jesus. While he’s not the patron saint of brewers or anything beer related, it’s his feast day that marks the beginning of the Frühjahrsbierfest in Munich, Germany. Frühjahrsbierfest translates as “Spring Beer Festival” and it’s also sometimes called “Little Oktoberfest.” It’s very similar to Oktoberfest, held in the same place but is more local-focused and considerably smaller. The modern festival is held in late April now, ending in early May, and this year’s one in Stuttgart begins April 16th and concludes on May 8, with a similar one in Munich over the same dates. But today is its traditional start date and it lasted, I believe, around two weeks.

“Saint Joseph with the Flowering Rod,” by Jusepe de Ribera, c. 1630.

Here is his main description from his Wikipedia page:

Joseph (Hebrew: יוֹסֵף‎, romanized: Yosef; Greek: Ἰωσήφ, romanized: Ioséph) is a figure in the canonical gospels who was married to Mary, mother of Jesus, and was the legal father of Jesus. The Gospels name brothers of Jesus; the Gospel of James, an apocryphal work of the late 2nd century, theorized these as the sons of Joseph from an earlier marriage. This position is still held in the Orthodox churches, but the Western church holds to Jerome’s argument that both Joseph and Mary must have been lifelong virgins and that the “brothers” must have been his cousins. Perspectives on Joseph as a historical figure are distinguished from a theological reading of the Gospel texts.
Joseph is venerated as Saint Joseph in the Catholic Church, Orthodox Church, Oriental Orthodox Church, Anglicanism, and Lutheranism. In Catholic traditions, Joseph is regarded as the patron saint of workers and is associated with various feast days. The month of March is dedicated to Saint Joseph. Pope Pius IX declared him to be both the patron and the protector of the Catholic Church, in addition to his patronages of the sick and of a happy death, due to the belief that he died in the presence of Jesus and Mary. Joseph has become patron of various dioceses and places.

“Joseph’s Dream” by Rembrandt, completed in 1645.

While not a beer saint in the usual sense, I included him because of his association to this German beer festival. Because of his importance to Christianity, he is a patron for a bewildering number of people, places and things, including carpenters, craftsmen, families, lawyers, people who fight communism, social justice, travelers, working people. The places he’s the patron for include, Austria, Belgium, Bavaria, Bohemia, Canada, the Croatian people, the New World, along with Buffalo, NY; Cologne, Germany; La Crosse, Wisconsin; San Jose, California; and Westphalia, Germany. And trust me, that’s just the tip of the iceberg. For the rest, check out CatholicSaints.info.

John Updike’s Paean To The Beer Can

March 18, 2026 By Jay Brooks

Today is one of my favorite author’s birthdays, John Updike. He grew up in the same small Pennsylvania town that I did — Shillington — and we both escaped to a life of writing. Though I think you’ll agree he did rather better than I did with the writing thing, not that I’m complaining. I once wrote to him about a harebrained idea I had about writing updated Olinger stories from the perspective of the next generation (his Olinger Stories were a series of short tales set in Olinger, which was essentially his fictional name for Shillington). He wrote me back a nice note of encouragement on a hand-typed postcard that he signed, which today hangs in my office as a reminder and for inspiration. Anyway, this little gem he wrote for the The New Yorker in 1964 is a favorite of mine and I now post it each year in his honor. Enjoy.

Beer Can by John Updike

This seems to be an era of gratuitous inventions and negative improvements. Consider the beer can. It was beautiful — as beautiful as the clothespin, as inevitable as the wine bottle, as dignified and reassuring as the fire hydrant. A tranquil cylinder of delightfully resonant metal, it could be opened in an instant, requiring only the application of a handy gadget freely dispensed by every grocer. Who can forget the small, symmetrical thrill of those two triangular punctures, the dainty pfff, the little crest of suds that foamed eagerly in the exultation of release? Now we are given, instead, a top beetling with an ugly, shmoo-shaped tab, which, after fiercely resisting the tugging, bleeding fingers of the thirsty man, threatens his lips with a dangerous and hideous hole. However, we have discovered a way to thwart Progress, usually so unthwartable. Turn the beer can upside down and open the bottom. The bottom is still the way the top used to be. True, this operation gives the beer an unsettling jolt, and the sight of a consistently inverted beer can might make people edgy, not to say queasy. But the latter difficulty could be eliminated if manufacturers would design cans that looked the same whichever end was up, like playing cards. What we need is Progress with an escape hatch.

Now that’s writing. I especially like his allusion to the beauty of the clothespin as I am an unabashed lover of clothespins.

In case you’re not as old and curmudgeonly as me — and who is? — he’s talking about the transition to the pull-tab beer can (introduced between 1962-64) to replace the flat punch-top can that required you to punch two triangular holes in the top of the can in order to drink the beer and pour it in a glass.
pull-top-can punch-top-can

The pull-tab (at left) replaced the punch top (right).

Originally known as the Zip Top, Rusty Cans has an informative and entertaining history of them. Now you know why a lot of bottle openers still have that triangle-shaped punch on one end.

So essentially, he’s lamenting the death of the old style beer can which most people considered a pain to open and downright impossible should you be without the necessary church key opener. He is correct, however, that the newfangled suckers were sharp and did cut fingers and lips on occasion, even snapping off without opening from time to time. But you still have to laugh at the unwillingness to embrace change (and possibly progress) even though he was only 32 at the time; hardly a normally curmudgeonly age.

updike

Historic Beer Birthday: Joseph Priestley

March 13, 2026 By Jay Brooks

oxygen
Today is the birthday of English scientist Joseph Priestley (March 13, 1733-February 6, 1804). While he was also a “clergyman, natural philosopher, chemist, educator, and Liberal political theorist,” he’s perhaps best known for discovering oxygen (even though a few others lay claim to that honor). According to Wikipedia, “his early scientific interest was electricity, but he is remembered for his later work in chemistry, especially gases. He investigated the ‘fixed air’ (carbon dioxide) found in a layer above the liquid in beer brewery fermentation vats. Although known by different names at the time, he also discovered sulphur dioxide, ammonia, nitrogen oxides, carbon monoxide and silicon fluoride. Priestley is remembered for his invention of a way of making soda-water (1772), the pneumatic trough, and recognising that green plants in light released oxygen. His political opinions and support of the French Revolution, were unpopular. After his home and laboratory were set afire (1791), he sailed for America, arriving at New York on 4 Jun 1794

Priestley

In the biography of Priestley at the American Chemistry Society has a sidebar about his work with fermentation:

Bubbling Beverages
In 1767, Priestley was offered a ministry in Leeds, Englane, located near a brewery. This abundant and convenient source of “fixed air” — what we now know as carbon dioxide — from fermentation sparked his lifetime investigation into the chemistry of gases. He found a way to produce artificially what occurred naturally in beer and champagne: water containing the effervescence of carbon dioxide. The method earned the Royal Society’s coveted Copley Prize and was the precursor of the modern soft-drink industry.

Even Michael Jackson, in 1994, wrote about Priestley connection to the brewing industry.

“It has been suggested that the Yorkshire square system was developed with the help of Joseph Priestley who, in 1722, delivered a paper to the Royal Society on the absorption of gases in liquids. In addition to being a scientist, and later a political dissident, he was for a time the minister of a Unitarian church in Leeds. During that period he lived next to a brewery on a site that is now Tetley’s.”

In the New World Encyclopedia, during his time in Leeds, it explains his work on carbonation.

Priestley’s house was next to a brewery, and he became fascinated with the layer of dense gas that hung over the giant vats of fermenting beer. His first experiments showed that the gas would extinguish lighted wood chips. He then noticed that the gas appeared to be heavier than normal air, as it remained in the vats and did not mix with the air in the room. The distinctive gas, which Priestley called “fixed air,” had already been discovered and named “mephitic air” by Joseph Black. It was, in fact, carbon dioxide. Priestley discovered a method of impregnating water with the carbon dioxide by placing a bowl of water above a vat of fermenting beer. The carbon dioxide soon became dissolved in the water to produce soda water, and Priestley found that the impregnated water developed a pleasant acidic taste. In 1773, he published an article on the carbonation of water (soda water), which won him the Royal Society’s Copley Medal and brought much attention to his scientific work.
He began to offer the treated water to friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed Air, in which he described a process of dripping sulfuric acid (or oil of vitriol as Priestley knew it) onto chalk to produce carbon dioxide and forcing the gas to dissolve by agitating a bowl of water in contact with the gas.

And here’s More About Priestley from the Birmingham Jewellry Quarter, whatever that is:

But his most important work was to be in the field of gases, which he called ‘airs’ (he would later chide James Keir for giving himself airs (oh dear!) by adopting the term ‘gases’ in his Dictionary of Chemistry, saying ‘I cannot help smiling at his new phraseology’). Living, as he did at the time, next to a brewery, he noticed that the gas given off from the fermenting vats drifted to the ground, implying that it was heavier than air. Moreover, he discovered that it extinguished lighted wood chips. He had discovered carbon dioxide, which he called ‘fixed air’. Devising a method of making the gas at home without brewing beer, he discovered that it produced a pleasant tangy taste when dissolved in water. By this invention of carbonated water, he had become the father of fizzy drinks!

But perhaps my favorite retelling comes from the riveting History of Industrial Gases:

The relevant findings were published in 1772, in Impregnating Water with Fixed Air

20. By this process may fixed air be given to wine, beer, and almost any liquor whatever: and when beer is become flat or dead, it will be revived by this means; but the delicate agreeable flavour, or acidulous taste communicated by the fixed air, and which is manifest in water, will hardly be perceived in wine, or other liquors which have much taste of their own.

Priestley’s apparatus for experimenting with ‘airs.’

Historic Beer Birthday: Louis Camille Maillard

February 4, 2026 By Jay Brooks

Today is the birthday of French physician and chemist Louis Camille Maillard (February 4, 1878-May 12, 1936) who was the Doogie Howser of his era, joining the faculty of the University of Nancy when he was only sixteen. He rose to prominence thanks to his work on kidney disorders and later taught medicine at the prestigious University of Paris.

But his biggest contribution, especially to brewing, was an accidental discovery he made in 1912, which today we call the Maillard Reaction, or Browning Reaction.

Here’s the basic description, from Wikipedia:

The Maillard Reaction a chemical reaction between amino acids and reducing sugars that gives browned food its desirable flavor. Seared steaks, pan-fried dumplings, biscuits (widely known in North America as cookies), breads, toasted marshmallows, and many other foods undergo this reaction. It is named after French chemist Louis-Camille Maillard, who first described it in 1912 while attempting to reproduce biological protein synthesis.
The reaction is a form of non-enzymatic browning which typically proceeds rapidly from around 140 to 165 °C (284 to 329 °F). At higher temperatures, caramelization and subsequently pyrolysis become more pronounced.
The reactive carbonyl group of the sugar reacts with the nucleophilic amino group of the amino acid, and forms a complex mixture of poorly characterized molecules responsible for a range of odors and flavors. This process is accelerated in an alkaline environment (e.g., lye applied to darken pretzels), as the amino groups (RNH3+) are deprotonated and, hence, have an increased nucleophilicity. The type of the amino acid determines the resulting flavor. This reaction is the basis of the flavoring industry. At high temperatures, a potential carcinogen called acrylamide can be formed.
In the process, hundreds of different flavor compounds are created. These compounds, in turn, break down to form yet more new flavor compounds, and so on. Each type of food has a very distinctive set of flavor compounds that are formed during the Maillard reaction. It is these same compounds that flavor scientists have used over the years to make reaction flavors.

It was, and is, for food science and understanding how heat and cooking create flavors. If you want to dive deeper, the Warwick Medical School has an article on the Historical Development of the reaction, and NPR’s Food for Thought on the centenary of Malliard’s discovery posted 100 Years Ago, Maillard Taught Us Why Our Food Tastes Better Cooked.

But it was also very important to brewing, too, especially when it comes to malting and roasting malt to get different flavors and colors in the beer. For example, here’s UC Davis professor Charlie Bamforth writing about the Malliard Reaction in his book Grape vs. Grain.

Not surprisingly, John Mallett, in his book Malt: A Practical Guide from Field to Brewhouse, mentions Malliard’s contributions to brewing science.

The chemistry website Compound Interest has a good explanation with their post, Food Chemistry – The Maillard Reaction.

Food-Chemistry-Maillard-Reaction — And finally, Popular Science’s BeerSci series discusses the Maillard Reaction in How Beer Gets Its Color.

Beer Saints: St. Veronus

January 31, 2026 By Jay Brooks

Today is the feast day of St. Veronus. He is the patron saint of Lambeek & Belgian brewers. He was also known as Veronus van Lembeek, and he was a professor or a farmhand (accounts differ) who lived in Belgium in the 9th century.

This short account of his life is from his Dutch Wikipedia page, translated by Google:

The life of Veronus is known from a hagiography written by Olbert van Gembloers around 1015-1020.
According to legend, Veronus was a great-grandson of Charlemagne. He left the parental home at the age of 15, because he did not want to get married, and ended up in Lembeek. Here he settled and served as a servant on a farmyard.
Once when he hammered a stick into the ground, water immediately bubbled from the ground. He told his twin sister, Saint Verona, where he would be buried after his death. A fallen tree would show her the way. After his death it happened as he had foreseen.
Woodcut of Veronus dressed as a pilgrim and holding a staff standing outside a farmhouse, where a woman is pouring liquid from a churn, from c.1516-8.

And this account is from Heiligen, a German website devoted to saints, also translated by Google.

Veronus was of fairly high descent. He is said to have been a cousin of Charles the Bald († 877). He left his parental home because he did not agree with the plans of his parents who liked to see him married and with an appropriate party. He himself walked around desiring to devote himself entirely to the service of God, and thus not to marry. On his departure, he informed his sister Verona (9th century; feast day, August 29) that in due time a sign would indicate the time and place of his death: a storm would arise and the trees would blow over and fall in towards the place where he is said to have died. After some wanderings, he ended up on a court farm in Lembeek. There he hired himself out as a farmhand. He lived a life of simplicity and service.
Legend tells how he drilled a well when he once planted his stick in the ground near the church. After all, according to the chronicles, he died “loved by God and by men.”
Indeed, his death was accompanied by the signs he had announced to his sister at the time. So she left in the indicated direction and ended up in Brabant. The horses stopped in Berchem. There she was told that she had to continue to Lembeek. She found her brother’s grave in the local church. The moment she entered the body emitted a wonderful scent. The tomb was opened and the dead was found completely intact.
Over the centuries, the memory of Veronus faded. He is said to have appeared to a priest on the spot to remind him of his memory. The priest began to work for the restoration of the worship of Veronus, and the latter expressed his agreement by delighting many pilgrims with answers to prayers and other miracles.

Modern Usages

There’s a St. Veronus Cafe and Tap Room located in Peterborough, Ontario, Canada. They bill themselves as a Belgian restaurant and beer bar.

« Previous Page