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Jay R. Brooks on Beer

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Beer In Ads #5228: All Together For Newark

April 21, 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.

Tuesday’s ad is for Consumers Bock Beer, which was published on April 21, 1916. This ad was for the Consumers Brewing Co., of Newark, Ohio and was founded in 1897. This ad ran in The Newark Advocate, of Newark, Ohio.

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

Beer In Ads #5227: It’s Here! Bock Beer By Bosch

April 20, 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.

Monday’s ad is for Bosch Brewing Bock Beer, which was published on April 20, 1935. This ad was for the Bosch Brewing Co., of Houghton, Michigan and was founded in 1857 by William Ault. This ad ran in The Escanaba Daily Press, of Escanaba, Michigan.

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

Beer Birthday: Des De Moor

April 20, 2026 By Jay Brooks

Today would have been the 65th birthday of Des de Moor, who was a London-based freelance beer writer who passed away in March of this year. I honestly can’t recall exactly when we met, but we’d been judging together at beer competitions and attending other beer events around the world for a number of years, and Des was great fun to share a pint with. He was also the author of the CAMRA Guide to London’s Best Beer Pubs & Bars. Join me in drinking a toast to Des de Moor tonight with your favorite English ale.

With a pint of Harvey’s Sussex Bitter.
Des from Flagship February in 2019.

Filed Under: Birthdays, Just For Fun Tagged With: England, Great Britain, UK

Historic Beer Birthday: Henry Becker

April 19, 2026 By Jay Brooks

indiana

Today is the birthday of Henry Becker (April 19, 1851-April 20, 1906). He was born in Bavaria, and emigrated to the U.S. when he was 21, coming first to New Orleans, and two years later settling in Terre Haute, Indiana. At some point, he became involved with the Seventh Street Brewery, which had been founded in 1848 (although another source seems to dispute that believing they are unrelated and that Becker’s was founded independently in the 1870s, which actually makes some sense to me). Its name was changed to the Terre Haute Weiss Beer Brewery in 1898 (if related to Seventh Street), but after Becker’s death in 1906, his son took it over, renaming it the Henry J. Becker Brewery. Becker’s son then sold it two years later, in 1908. The buyer, Charles J. Graf, closed it for the good the same year.

Henry-Becker-obit-abr
Obituary of Becker from the American Brewers’ Review in 1906.

There’s very little information I could find on Becker or his brewery. It appears to have been very small, with capacity below 500 bbl, making it something of a proto-nano in its day. I could also not find any photos of Becker or the brewery and no breweriana whatsoever, aprt from the bottle below, which must be from between 1906-09. One unusual fact I did find is that they brewed a Berliner Weiss.

henry-becker-bottle

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

Beer In Ads #5226: Broadway Brewing Bock Beer

April 18, 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 ad is for Broadway Brewing Bock Beer, which was published on April 18, 1905. This ad was for the Broadway Brewing & Malting Co., of Buffalo, New York and was founded by Albert Albrecht in 1852. This ad ran in The Buffalo Evening News, also of Buffalo, New York.

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

Beer In Ads #5225: Fabled Ambrosia Of The Ancients

April 17, 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.

Friday’s first ad is for Pittsburgh Bock Beer, which was published on April 17, 1906. This ad was for for the Pittsburgh Brewing Co., of Pittsburgh, Pennsylvania and was founded by Edward Frauenheim in 1861. This ad ran in The Pittsburgh Press, also of Pittsburgh, Pennsylvania. I love the ad copy on this one. “The fabled ambrosia of the ancients never slacked [did they mean slaked?] any man’s thirst except in the imagination.”

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

Historic Beer Birthday: William O. Poth

April 17, 2026 By Jay Brooks

poths
Today is the birthday of William O. Poth (April 17, 1876-March 9, 1901). He was the son of Frederick J. Poth and the older brother of Harry A. Poth. In 1870, his grandfather founded the Fred A. Poth Brewery, which by 1875 was the largest brewery in the U.S. His brother Harry was the brewer, but it’s unclear what William’s role at the family brewery was. I could find very little about him, even his Find-a-Grave page doesn’t list the date of his death. But I did find it mentioned in the trade publication The Western Brewer from March 1906:

Poth-western-brewer-1906

f-a-poth-brewery-postcard
The Poth brewery, from an illustration done in the early 1890s.

I couldn’t find any photographs of him, which isn’t too surprising given I couldn’t find any of his father and only one of his brother, Frederick J. Poth. Sadly, I could find almost nothing else about him, either.

poth-brewerytown

pothredbellbrewery1900
The Poth & Sons Brewery around 1900.

Poths-Cream-Ale-Labels-Poth-Brewing-1936
poth-buttons

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: History, Pennsylvania, Philadelphia

Beer In Ads #5224: Harvard Bock Beer

April 16, 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.

Thursday’s ad is for Harvard Bock Beer, which was published on April 16, 1912. This ad was for the Harvard Brewing Co. of Lowell, Massachusetts, which was originally founded in 1893 as Consumer’s Brewing Co. This ad ran in The Boston Evening Transcript, of Boston, Massachusetts. 

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

Historic Beer Birthday: William H. Biner

April 16, 2026 By Jay Brooks

east-idaho
Today is the birthday of William H. “Billy” Biner (April 16, 1889-January 5, 1953). Biner was a journeyman brewer who worked for numerous breweries over his long career. He was born in the Montana territory to Swiss immigrant parents. His father, Theophil Biner, knew Leopold Schmidt and even worked at his Olympia Brewery. Biner sent two of his sons, including Billy once he’s finished with a career as a boxer, to brewing school in Milwaukee. Biner’s first brewing job was at the Phoenix Brewery in Vancouver, British Columbia in 1912. He then worked as the brewmaster for at least eight more breweries, from Los Angeles to Canada. The breweries he worked at included the Mexicali Brewery; the Orange Crush Bottling Company in L.A.; the Mexicali Brewing Company again after it was rebuilt following an earthquake; then the Kootenay Breweries, Ltd. in both Nelson and Trail, in BC, Canada; followed by the Ellensburg Brewing Co. in Washington, and then in 1937 he founded his own brewery, the Mutual Brewing Company. But it didn’t last thanks to World War II and supply issues, and it folded. Afterward, he moved on to both Sicks’ Century Brewery in Seattle and the Silver Springs Brewery in Port Orchard, Washington. Finally, he ran the East Idaho Brewing Co. in Pocatello, Idaho until 1946, when he retired from brewing and bought his own bar, the Leipzig Tavern in Portland, Oregon. He stayed there until a year before he died, which was in 1953.

You can read his biography at Brewery Gems, written by Gary Flynn working with Joseph Fulton, the grandson of Billy Biner.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: British Columbia, California, Canada, History, Idaho, Oregon, United States, Washington

Historic Beer Birthday: Alan Eames

April 16, 2026 By Jay Brooks

Today is the birthday of Alan D. Eames (April 16, 1947-February 10, 2007). Eames was an anthropologist of beer and a writer, and was known as both the “Indiana Jones of Beer” and “The Beer King.”

From Wikipedia:

Eames acquired a reputation as the “Indiana Jones of beer” in reference to his global quest to learn about the origins of beer and the role it played in ancient societies and cultures. Eames visited 44 countries. In Egypt he found hieroglyphics about beer, and travelled on the Amazon River in search of a lost black brew. In the Andes, Eames trekked in search of a brew made from strawberries that were the size of baseballs.

Eames claimed to have found the world’s “oldest beer advertisement” on a Mesopotamian stone tablet that dated to roughly 4000 B.C.[1] The tablet depicted a headless woman with large breasts holding goblets of beer in each of her hands. Eames claimed that the tagline to the tablet was “Drink Elba, the beer with the heart of a lion.” Eames believed that beer was the most feminine of drinks, and thought that ancient societies considered it a gift from a goddess rather than a god, as from the gods Ama-Gestin and Ninkasis. With Professor Solomon Katz of the University of Pennsylvania, Eames formulated the theory that beer was an important factor in the creation of settled and civilised societies.

Eames-sa

Here’s Eames’ obituary from the New York Times:

Alan D. Eames, who cultivated his reputation as “the Indiana Jones of beer” by crawling into Egyptian tombs to read hieroglyphics about beer and voyaging along the Amazon in search of a mysterious lost black brew, died on Feb. 10 at his home in Dummerston, Vt. He was 59.

His wife, Sheila, said he died after suffering respiratory failure while he slept.

Mr. Eames called himself a beer anthropologist, a role that allowed him to expound on subjects like what he put forward as the world’s oldest beer advertisement, dating to roughly 4000 B.C.

In it a Mesopotamian stone tablet depicted a headless woman with enormous breasts holding goblets of beer in each hand. The tagline, at least in his interpretation, was: “Drink Elba, the beer with the heart of a lion.”

He explored similar topics in seven books, the best known of which was “The Secret Life of Beer” (1995), in myriad radio and television appearances and in speeches at colleges and other institutions. A typical title: “Beer: A Gift from God, or the Devil’s Training Wheels.”

Mr. Eames, who followed the golden liquid to 44 countries, often told about his perilous trek high in the Andes in pursuit of an ancient brew made from strawberries the size of baseballs. Or about Aztecs forbidding drunkenness except among those 52 years of age or older. Or about accounts that said Norse ale was served with garlic to ward off evil.

Mr. Eames’s favorite and perhaps most startling message was that beer is the most feminine of beverages. He said that in almost all ancient societies beer was considered a gift from a goddess, never a male god. Most often, women began the brewing process by chewing grains and spitting them into a pot to form a fermentable mass.

Alan Duane Eames was born on April 16, 1947, in Gardner, Mass. His father was Warren Baker Eames, a Harvard-trained anthropologist. By the time he was 11, young Alan was advertising his magic act. He graduated from Mark Hopkins College in Brattleboro, Vt., now closed.

In 1968, he moved to New York City and opened an art gallery. He spent evenings at the New York Public Library researching beer.

His beer-related business ventures began in the mid-1970s with his acquisition of Gleason’s Package Store in Templeton, Mass., which became known for its large beer selection. He conceived, designed and operated Three Dollar Dewey’s Ale House in Portland, Me., and another with the same name in Brattleboro.

He found ways to cash in on his celebrity, including helping market Guinness stout. In an interview with The St. Petersburg Times, he lauded its “rich dark color, the creamy white head that leaves delicate traces of foamy lace on the inside of the glass.”

He concluded, “It is one of the great joys in this vale of tears.”

Mr. Eames was the founding director of the American Museum of Brewing History and Fine Arts in Fort Mitchell, Ky., known for its festive “beer camps.” He contributed items on subjects from ancient times to the mid-19th century to the Encyclopedia of Beer.

But beer did not always pay expenses, and Mr. Eames sometimes had to take jobs like packing boxes in a vitamin factory and tending bar.

Mr. Eames is survived by his fourth wife, the former Sheila Momaney; his sons, Adrian and Andrew, both of Dummerston; his daughter, Elena Eames of Brattleboro; his stepsons Logan and Riley Johnson, of Dummerston; his father, of East Templeton, Mass., and York Beach, Me.; his mother, Mavis Franks of Denham Springs, La.; his sister, Holiday Eames of Westminster, Vt.; his half-brother, Mark Warner of Baton Rouge, La., and one grandson.

There’s also obits from the UK Guardian and Real Beer.

Beer loses its historian

Above all others, Alan Eames loved Guinness. But after traveling the world to find new beers, it seemed too easy to love such a common one. He had another favorite, though: Fruitillata, a milkshake-like beer made with strawberries and corn, brewed only 10 days a year by a tribe in remote South American mountains. One year, he just happened to show up in time for a drink. But then, that was what Eames did.

Eames, a beer historian nicknamed the “Indiana Jones of Beer,” died in his sleep on February 10. He was 59. His career took him across the world, researching beers and the innumerable ways they’re made, and he wrote his findings in books such as Secret Life of Beer.

“He was very passionate about things, and he would develop intense interest in things,” said his wife, Sheila, who was living with Eames in Dummerston, VT. “There’s so much history in beer that he never grew tired of learning about it, reading about it, talking about it.”

She said his introduction to beer came at a beach party in Maine when he was 17.

It was a Ballantine IPA. “He wrote about the attraction of the green of the bottle, the perfect fit in the hand, the wonderful smack of it when the beer hit his tongue,” Sheila says. “He was always interested in history, but I think that was his first real life-changing event, as far as beer went.”

Here’s some of the books he wrote, though he contributed to many more.

  • Ale Dreams
  • The Secret Life of Beer!: Exposed: Legends, Lore & Little-Known Facts
  • A Beer Drinker’s Companion (5000 years of quotes & anecdotes about beer)

And here’s an interview of Eames by Robert Lauriston, though I’m not sure when it took place. You can also listen to him on the Splendid Table program, from a show recorded February 12, 2000.

I remember when he passed away, and even wrote a blog post about him. I only met Eames once, but we spoke on the phone a couple of times. But by a weird quirk of coincidence, I ended up with several boxes of miscellaneous stuff that Pete Slosberg bought. The books in his collection were donated to UC Davis (I think) but the leftover papers, press releases and other oddball stuff ended up in my garage after Pete and Amy moved to a smaller apartment in San Francisco. But there was some pretty interesting stuff among the boxes.

quote-beer-is-a-gift-from-the-goddesses-a-soothing-balm-given-our-species-to-bring-joy-and-alan-d-eames-82-15-09

Filed Under: Birthdays, Just For Fun Tagged With: Archeology, History, Writing

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