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Historic Beer Birthday: Gottlieb Storz

January 21, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Gottlieb Storz (January 21, 1852-October 23, 1939). He was born in Benningen, Wurttemberg, Germany. After moving to the U.S., he eventually settled in Omaha, Nebraska when he ws 24, around 1876. He bought an existing brewery there and had partners over a few years, eventually starting his own Storz Brewing Co. which continued in Omaha until 1967 when it was bought by Grain Belt Brewing, who closed it in 1972. In 2013, the brand was revived by descendants of Storz and is still a going concern, offering four beers under the Storz Beer name. I suspect they’re a contract brewery as the company website talks a lot about the beer and the history, but doesn’t mention a brewery or brewmaster.

This biography of Storz is from his Wikipedia page:

After immigrating to the United States in 1870 from Germany, in 1876 Storz moved to Omaha and became the foreman of a brewery founded in 1863. Storz learned brewing in Wurttemberg and had several years experience in New York and at the William Lemp Brewing Company in St. Louis. After arriving in Omaha, Storz worked at Joseph Baumann’s brewery. In 1876, Bauman died. Storz was renamed the foreman under Baumann’s widow, then rented the brewery from her to run it himself.

In 1891 Storz founded the Omaha Brewing Association, with himself as president. After purchasing the company, in 1892 Storz built a state-of-the-art facility at 1819 North 16th Street in North Omaha, located at the intersection of Sherman Avenue (North 16th Street) and Clark Street.

Storz also owned many saloons, also called “tied houses”, and ran one next to his plant. In response to pressure from the Prohibition Movement, in 1907 the Nebraska Legislature passed the Gibson Law which made it illegal for breweries to own saloons. In response, Storz transferred his saloons to the Independent Realty Company. While this appeared to meet the letter of the law, in 1914 the Nebraska Supreme Court revoked an Independent Realty Company saloon’s liquor license, finding that the grounds were still controlled by Storz Brewery. Additionally, they also found that the company’s president was Storz’s wife, Minnie; the vice-president was Maggie Buck, who was also the Storz brewer and Minnie’s cousin, and; the secretary/treasurer had also previously worked for the brewery.

The brewery won medals in international competitions at the Trans-Mississippi Exposition in Omaha in 1898, at the Lewis & Clark Exposition in Portland, Oregon in 1905, and in Paris in 1912.

In 1905 Gottlieb had a mansion built at 3708 Farnam Street that today is listed on the National Register of Historic Places.

Statewide prohibition went into effect in Nebraska in 1916, with the law taking effect in 1917. On January 16, 1919, Nebraska became the required 36th state to ratify the Eighteenth Amendment. Nationwide Prohibition began exactly one year later. When Nebraskans voted to repeal the state’s constitutional prohibition in 1934, Storz was again in business and quickly was making up to 150,000 barrels a year.

Gottlieb Storz died in 1939. The brewery made beer until 1972.

Storz-brewery

This account of the brewery is from “100 Years of Brewing,” published in 1903:

This history of the brewery is from the newly reopened brewery:

The Storz Brewing legend started in the early 1860s, as the Saratoga Brewery in Saratoga, Nebraska. It was sold in 1863, then again in 1865, becoming the Columbia Brewery.

In 1876, a young German immigrant named Gottlieb Storz moved to Omaha. In 1884, he bought the Columbia Brewery from the previous owner’s widow to run it himself. Seven years later, after moving Storz Brewing Company to Omaha, Gottlieb founded and served as president of the Omaha Brewing Association.

Success followed for Storz Brewing Company, winning medals in 1898 and 1905 at international competitions in Omaha and Portland, respectively. In 1905, with business booming, Gottlieb commissioned a mansion to be built in Omaha. Today, the Storz Mansion is on the National Registry of Historic Places.

Story Brewery workers in 1897.

On January 16, 1919, Nebraska became the 36th state to ratify the Eighteenth Amendment, which brought Prohibition to the United States. Storz Brewing Company began producing near beer, ginger ale, soft drinks and ice to help save as many jobs as possible.

After a long wait, Prohibition ended in Nebraska in 1934. Once again, Storz began brewing and was making up to 150,000 barrels of beer a year.

In 1939, Gottlieb Storz suffered a fatal heart attack. The brewery’s founder had passed and the reins of the company went to his son, Adolph Storz, who became president.

With the coming of World War II, the brewery business took off and Storz became Nebraska’s biggest seller.

The family finally sold the brewery and brand name rights to Grain Belt Brewery from Minnesota in 1966. The brewery continued to operate in Omaha until it was closed in 1972.

Here’s a second obituary from Find-a-Grave, although it’s a little hard to read:

storz-wagon-postcard

gottlieb-storz-1933
This is Gottlieb Storz in 1933, tapping the first keg after the repeal of Prohibition.

storz-postcard

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Germany, History, Nebraska

Beer In Ads #5177: You Mean You Still Haven’t Tasted Lucky Lager Real Bock Beer?

January 20, 2026 By Jay Brooks Leave a Comment

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.

Tuesday’s ad is for Lucky Lager Bock Beer, which was published on January 20, 1966. This one was for the Lucky Lager Breweries, known at this time as the General Brewing Corp., which was located in Vancouver, Washington, among other places, and was originally launched in 1934. This ad ran in The Great Falls Tribune, of Great Falls, Montana. If you read the fine print, you’ll discover their goat’s name is “Chet.”

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Washington

Beer In Ads #5176: Springtime Prescription From Old Doc Bock

January 19, 2026 By Jay Brooks Leave a Comment

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.

Monday’s ad is for Wiedemann Bock Beer, which was published on January 19, 1962. This ad was for the George Wiedemann Brewing Co. of Louisville, Kentucky and Cincinnati, Ohio, which was originally founded by George Wiedemann in 1860 in Louisville, Kentucky, and later also opened a brewery in Cincinnati, Ohio. This ad ran in The Cincinnati Post, of Cincinnati, Ohio.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Ohio

Beer Birthday: Henry “Zadie” Benesch

January 19, 2026 By Jay Brooks Leave a Comment

union-craft

Today would have been the 106th birthday of Henry “Zadie” Benesch. Unfortunately, he passed away a few days shy of his 101st birthday on January 11, 2021. Until then, the centenarian was believed to be the oldest living person working for a brewery, where he helped out at his grandson’s brewery in Baltimore, Maryland, Union Craft Brewery. Thanks to Gregg Wiggins and Tom Cizauskas for alerting me to this story. You can read more about Zadie in an interview of him from a few years before when he turned 99 from the Washington City Paper. Here is what Yours For Good Fermentables had to say:

Happy 100th birthday to America’s (and the world’s?) oldest brewery worker: Henry ‘Zadie’ Benesch. A World War II veteran, Mr. Benesch works at Union Craft Brewing in Baltimore, Maryland, USA.

On Jan. 19, 2020, Henry will celebrate his 100th birthday. He isn’t sure what’s kept him alive for a full century. ‘I can’t answer that, but I say I drank from the fountain of youth when I was 17 and I smoked cigars when I was 22 and I’m still smoking cigars and drinking bourbon.’ “

“His badass-ness just rubs off on all of us,” said Union Craft Brewing co-founder Kevin Blodger. His fellow co-founder, Adam Benesch, is one of Henry’s 16 grandchildren.

Sounds like a fascinating person with a lot of stories to tell. The brewery has declared January 19th as “Zay Day” and thrown a big birthday bash at the brewery. Join me in drinking a toast to Zadie with a beer, a cigar, or bourbon.

Zadie

In his obituary on Baltimore Jewish Living they reprinted Zadie’s 11 Life Lessons, and I think they bear repeating and taking to heart.

  1. You can never have too many hats.
  2. Vegetables are always optional.
  3. Exercise will kill you.
  4. Travel often and see the world.
  5. Coffee, bourbon, Blackwing Lager and cigars are the four basic life necessities.
  6. Show up and work hard.
  7. Treat everyone you meet with kindness and compassion.
  8. Don’t take life so seriously.
  9. Stay humble.
  10. Keep it simple.
  11. Appreciate what you have.
Zadie-Orioles

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Baltimore, Maryland

Historic Beer Birthday: George Bechtel

January 19, 2026 By Jay Brooks Leave a Comment

bechtel
Today is the birthday of George Bechtel (January 19, 1841-July 16, 1889). He was born in Germany, but moved to the U.S. with his parents at just six-months-old. His father was John Bechtel, who founded a brewery on Staten Island, New York, in 1853. It was initially was known as the John Bechtel Brewery, but in 1865, he sold the brewery to his son, George Bechtel, who renamed it the George Bechtel Brewery. George Bechtel continued to operate it until it closed for good in 1907.

George-Bechtel

This brief biography is from “Staten Island Brewery Barons” by Patricia M. Salmon, published in 2016:

George Bechtel was the owner and operator of the Bechtel Brewery on Staten Island. He was born in Germany and immigrated to New York with his family when he was six years old and by the age of 18 he was working in the brewery started by his father John Bechtel in Stapleton as a brewery worker. He purchased all of his father’s interests in the brewery in 1870 and by 1874 the main building was named George Bechtel’s Brewery.

By 1882, brewers at Bechtel Brewery produced about 80,000 barrels per year, which reached up to 150,000 barrels annually by the turn of the century. The business was valued at three quarter million dollars. For many years the Bechtel Brewery was the most significant business on Staten Island.

geo-bechtel
George married the former Eva Schoen, whose family has the mausoleum next to the Bechtel mausoleum, in 1865. They had four daughters, Anna, Carrie, Louise, Agnes and two sons, John and George Jr. Their six-year-old son John died in 1875.

George suffered from severe heart problems for at least two months before his death at the age of 48.

bechtels-brewery

This account is from “100 Years of Brewing,” published in 1903. The second part of the article is about John Moffat:

john-bechtel-100yrs-1
bechtels-brauerei
john-bechtel-100yrs-2

george-bechtel-brewery

This early history of the brewery is from “History of Richmond County, from its discovery to the present time,” by Richard Mather Bayles, published in 1887:

Bechtel’s Brewery, perhaps the largest of these, was located at Stapleton, where it was founded by John Bechtel, in 1853. In 1865 he sold the concern to his son, George Bechtel, the present proprietor. The capital invested here amounts to well nigh half a million dollars. In 1865 the revenue tax of this brewery was $10,000, and ten years later it had increased to $60,000. It employs about fifty hands.

George Bechtel, was born in Germany in 1840. He came with his parents to America at the age of six months, and in 1851 entered the grammar school of ColumbiaCollege. After finishing his course at that institution he began an apprenticeship in the brewery which his father had established at Stapleton in 1853. From 1860 to 1865 he occupied the position of superintendent of the establishment, and while engaged in that capacity he established the first ice-house in the East. In 1865 he rented the property from his father, and in 1870 purchased his entire interest, becoming the sole proprietor.

The original building proving too small for his rapidly increasing business, Mr. Bechtel concluded to tear it down and in its place he built the present elegant structure, special attention being given to its equipment. So energetically was the work of erection pushed that in ten weeks after the first stone was laid brewing had recommenced. The continued increase of his business is due to the high quality of excellence which he maintains in all his productions. Mr. Bechtel has been foremost in all public and benevolent matters. During the riots in 1861 he sheltered large numbers of these homeless people in the woods and sent them nourishment daily till the trouble had subsided, a circumstance which the colored people on Staten Island have never forgotten and for which they have been ever grateful.

Mr. Bechtel’s benevolent qualities show themselves on all occasions, and many poor families on Staten Island have been the recipients of his charity. It is said of him that he is ever ready to help where it is needed. In 1879 the Japanese embassy, together with the secretary of state and several other gentlemen, paid a visit to Mr. Bechtel’ s brewery. As a result they ordered one hundred thousand bottles of beer to be sent to Japan. On their return they sent him several very flattering letters and a pair of costly vases as a token of their esteem.

Bechtel-brewery-1897

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: History, New York

Historic Beer Birthday: Frank H. Bechaud

January 19, 2026 By Jay Brooks Leave a Comment

bechaud

Today is the birthday of Frank H. Bechaud (January 19, 1848-November 28, 1916. He was born in Rheinpflz, Germany, but emigrated with his parents in 1850, when he was two, settling on Fond du Lac, Wisconsin. In 1871, along with two of his brothers, Adolph and Jean (a.k.a. John), founded the A.G. Bechaud Brewery, which was also known as the A.G. Bechaud & Bros. Brewery and later, beginning in 1875, traded under the Empire Brewery name, before returning to Bechaud Brewery when it reopened after prohibition ended, before closing for good in 1941.

Frank-H-Bechaud

Here’s an obituary of Bechaud from the Brewers’ Journal:

Frank-H-Bechaud-obit-1
Bechaud Brewery Perfect Brew Label
Frank-H-Bechaud-obit-2
Bachaud-Empire
Frank-H-Bechaud-obit-3
fond-du-lac-wi-bechaud-brewing-company-1911
Extra-Brew-Beer-Labels-Bechaud-Brewing-Co-Empire-Brewery

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Germany, Wisconsin

Historic Beer Birthday: James Watt

January 19, 2026 By Jay Brooks Leave a Comment

Today is the birthday of James Watt, not the BrewDog co-founder, but the “Scottish inventor, mechanical engineer, and chemist who improved on Thomas Newcomen’s 1712 Newcomen steam engine with his Watt steam engine in 1781, which was fundamental to the changes brought by the Industrial Revolution in both his native Great Britain and the rest of the world.

While working as an instrument maker at the University of Glasgow, Watt became interested in the technology of steam engines. He realised that contemporary engine designs wasted a great deal of energy by repeatedly cooling and reheating the cylinder. Watt introduced a design enhancement, the separate condenser, which avoided this waste of energy and radically improved the power, efficiency, and cost-effectiveness of steam engines. Eventually he adapted his engine to produce rotary motion, greatly broadening its use beyond pumping water.

Watt attempted to commercialise his invention, but experienced great financial difficulties until he entered a partnership with Matthew Boulton in 1775. The new firm of Boulton and Watt was eventually highly successful and Watt became a wealthy man. In his retirement, Watt continued to develop new inventions though none was as significant as his steam engine work. He died in 1819 aged 83.

He developed the concept of horsepower, and the SI unit of power, the watt, was named after him.”

186a,James Watt
A portrait of James Watt, by Carl Frederik von Breda, completed in 1792.

Of course, from our perspective his most important contribution was to the industrial revolution, and specifically the improvement of brewery efficiency. While Watt did not invent the steam engine, his improvements made it practical, especially in breweries.

The Watt Steam Engine

The Watt steam engine (alternatively known as the Boulton and Watt steam engine) was the first type of steam engine to make use of a separate condenser. It was a vacuum or “atmospheric” engine using steam at a pressure just above atmospheric to create a partial vacuum beneath the piston. The difference between atmospheric pressure above the piston and the partial vacuum below drove the piston down the cylinder. James Watt avoided the use of high pressure steam because of safety concerns. Watt’s design became synonymous with steam engines, due in no small part to his business partner, Matthew Boulton.

The Watt steam engine, developed sporadically from 1763 to 1775, was an improvement on the design of the Newcomen engine and was a key point in the Industrial Revolution.

Watt’s two most important improvements were the separate condenser and rotary motion. The separate condenser, located external to the cylinder, condensed steam without cooling the piston and cylinder walls as did the internal spray in Newcomen’s engine. Watt’s engine’s efficiency was more than double that of the Newcomen engine. Rotary motion was more suitable for industrial power than the oscillating beam of Newcomen’s engine.

watt-engine

Watt’s most famous steam engine was the one installed at the Whitbread Brewery in 1785, which was known as the Whitbread Engine. Today it’s located in the Powerhouse Museum in Sydney, Australia.

The Whitbread Engine

The Whitbread Engine preserved in the Powerhouse Museum in Sydney, Australia, built in 1785, is one of the first rotative steam engines ever built, and is the oldest surviving. A rotative engine is a type of beam engine where the reciprocating motion of the beam is converted to rotary motion, producing a continuous power source suitable for driving machinery.

This engine was designed by the mechanical engineer James Watt, manufactured for the firm Boulton and Watt and originally installed in the Whitbread brewery in London, England. On decommissioning in 1887 it was sent to Australia’s Powerhouse Museum (then known as the Technological, Industrial and Sanitary Museum) and has since been restored to full working order.

Installation of the Watt Steam Engine at Whitbread.

History of the Whitbread Engine

The engine was ordered by Samuel Whitbread in 1784 to replace a horse wheel at the Chiswell Street premises of his London brewery. It was installed in 1785, the second steam engine to be installed in a brewery, and enabled Whitbread to become the largest brewer in Britain. The horse wheel was retained for many years, serving as a backup in case the steam engine broke down. The drive gear of the engine, still evident today, was connected to a series of wooden line shafts which drove machinery within the brewery. Connected machinery included rollers to crush malt; an Archimedes’ screw, that lifted the crushed malt into a hopper; a hoist, for lifting items into the building; a three-piston pump, for pumping beer; and a stirrer within a vat. There was also a reciprocating pump connected to the engine’s beam, used to pump water from a well to a tank on the roof of the brewery.

In a marketing coup for both the brewer and the engine’s manufacturer, King George III and Queen Charlotte visited the brewery on 24 May 1787. The engine remained in service for 102 years, until 1887.

The engine made its way to the Powerhouse Museum (then known as the Technological, Industrial and Sanitary Museum) through Archibald Liversidge, an English-born chemist, scientist and academic at the University of Sydney, who was a trustee of the museum. Liversidge was in London in 1887, at the time of the engine’s decommissioning, and when he heard that the engine was to be scrapped he asked whether it could be donated to the museum. Whitbread & Co agreed on condition that the engine be set up and used for educational purposes.

Subsequently, the engine was dismantled and shipped to Sydney on the sailing ship Patriarch. For shipping purposes, the large flywheel was divided into two halves. While the flywheel’s rim could be unbolted, the hub with attached spokes had to be drilled through and rejoined after shipping. A shortage of funds meant the engine was kept in storage for several years. Eventually the engine was erected in its own engine house, behind the main building at the museum’s old Harris Street premises. During the 1920s or 1930s, an electric motor was added so that people could see the engine in motion. During the 1980s the Technology Restoration Society was formed in order to raise funds for the engine’s restoration. Restoration took place at the Museum’s Castle Hill site. During the restoration, some parts – including the piston – were replaced to preserve the original parts. The engine, restored to steaming condition, was installed in the new Powerhouse Museum in 1988. Today the engine is sometimes operated as part of the Museum’s Steam Revolution exhibition, steam being provided by the Museum’s central boiler.

watt-steam-engine

Technical specifications

The engine has a 0.64 metres (25 in) diameter piston with a 1.8 metres (6 ft) long stroke, driven by a mean effective pressure of 70 kilopascals (10 psi). Its top speed is 20 revolutions per minute (rpm) of the flywheel. In the engine’s youth, it had a maximum power output of approximately 26 kilowatts (35 hp).[It underwent a series of alterations in 1795, converting it from single-acting to double-acting; it was alleged at the time that this conversion improved its power to 52 kilowatts (70 hp), but the Powerhouse Museum claims this is false. A centrifugal governor, which moderates the level of steam provided if the engine begins to overload was added some years after this, and beam and main driving rod, both originally of wood, were replaced in sand-cast iron.

Apart from its age, the engine is notable in that it embodies the four innovations which made Boulton & Watt’s engines a significant driver of the Industrial Revolution. The first is a separate condenser, which increases the efficiency of the engine by allowing the main cylinder to remain hot at all times. The second is the parallel motion, which converts the up-and-down motion of the piston into the arcing motion of the beam, whilst maintaining a rigid connection. The rigid connection allowed the engine to be double-acting, meaning the piston could push as well as pull the beam. Third is the centrifugal governor, used to automatically regulate the speed of the engine. Finally the sun and planet gear convert the reciprocating motion of the beam into a rotating motion, which can be used to drive rotating machinery.

There’s also another Boulton & Watt engine at the National Museum of Scotland. It “was built in 1786 to pump water for the Barclay & Perkins Brewery in Southwark, London. Made double-acting in 1796, it was then capable of grinding barley and pumping water. At that time, no one else could supply a steam engine that performed both these actions at once. With some minor modifications, it remained in service at the brewery until 1884.”

boutonwattengine

And this is more from the National Museum of Scotland:

James Watt (1736-1819) was a prolific inventor, surveyor, instrument maker and engineer. His engines dramatically increased the power that could be generated through steam.

By entering into partnership with the Birmingham magnate Matthew Boulton in 1774, James Watt was able to channel the vast resource of Boulton’s Soho Foundry. Their partnership was so successful that the Boulton & Watt firm supplied engines and expertise to countries as far a field as Russia and Greece.

After pumping water and grinding barley for almost eighty-seven years, the engine came out of service in 1883.

You can see a diagram of the engine in action here:

Watt’s Steam Engine
Boulton-and-Watt-engine-1

Inside the Engine
Boulton-and-Watt-engine-2

Lighting the Fire
Boulton-and-Watt-engine-3

Running the Engine
Boulton-and-Watt-engine-4

If you want to read more in-depth about Watt’s development of the steam engine, Chapter III of “The Development of the Modern Steam-Engine: James Watt and His Contemporaries” is online, and there’s also various links at Watt’s page at the Scottish Engineering Hall of Fame.

Watt-postcard

Filed Under: Birthdays, Breweries, Related Pleasures Tagged With: Brewing Equipment, History, Science, Science of Brewing, Scotland

Beer In Ads #5175: Tivoli Bock Is Back In Town!

January 18, 2026 By Jay Brooks Leave a Comment

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.

Sunday’s ad is for Tivoli Bock Beer, which was published on January 18, 1955. This ad was for the Tivoli Brewing Co. of Denver, Colorado, which was originally founded in 1864 as the Colorado Brewery. This ad ran in The Pueblo Chieftain, of Pueblo, Colorado.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, Colorado, History

Beer In Ads #5174: Bock Is Back … And Sunny’s Got It!

January 17, 2026 By Jay Brooks Leave a Comment

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.

Saturday’s ad is for Sunshine Premium Bock Beer, which was published on January 17, 1955. This ad was for the Sunshine Brewing Co. of Reading, Pennsylvania, which was originally founded in 1859 by Peter Barbey and Abraham Peltzer. This ad ran in The Standard Speaker, of Hazelton, Pennsylvania.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Pennsylvania

Beer In Ads #5173: Tasty JAX Bock Is Back

January 16, 2026 By Jay Brooks Leave a Comment

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.

Friday’s ad is for JAX Bock Beer, which was published on January 16, 1960. This ad was for the Jackson Brewing Co. of New Orleans, Louisiana, which was originally founded in 180 by Lawrence Fabacher. This ad ran in The Times Picayune, of New Orleans, Louisiana.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Louisiana, New Orleans

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