
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.
Sunday’s ad is for Bock Beer, which was first published in February of 1950. This ad was part of the Beer Associations’ “Beer Belongs” and “Home Life in Americ” series that ran from the 1940s into the early 1960s. This one was an inset piece that was part of Ad No. 39, entitled “Impromptu Concert, by John Gannam.




















Matt Bonney, Stephen Beaumont, Sean, Pete Slosberg & Rick Sellers at the Bistro for the Double IPA Festival several years back.






















My hands down favorite photo of Bruce, which I took for the Chef’s Association of the Pacific Coast newsletter. I don’t think this is the one they used, but, by far, as I think it captures Bruce’s spirit and his great love and passion for what he does with his cooking and beer.

