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Jay R. Brooks on Beer

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Historic Beer Birthday: Benedict Sigg

August 22, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Benedictus Sigg (August 22, 1824-July 19, 1901). He was born in Jestetten, Waldshut, Baden-Württemberg, Germany. I’m not sure when he came to the U.S., but it must have been before 1857, because that year he married Anna Maria Spielmann in Dubuque, Iowa, and started going by Benedict. He was initially in the saloon and grocery store business in Dubuque, and even opened a second location in Poynter. In 1869, he started a one-man brewery operation in nearby La Porte City known simply as the Benedict Sigg Brewery.

Mississippi at Dubuque, Iowa, 1870, by Alfred Thompson Bricher.

Unfortunately, the brewery didn’t last very long, so there’s very little … okay, no … information whatsoever about the beer or the brewery, apart from this, from Tavern Trove.

Benedictus operated a tavern [in Poyner] from 1864 through 1867. By 1869 he had established a one-man brewery 13 miles south of there, in La Porte City, on the banks of Wolf Creek. The brewery sustained his family until 1877 when he was arrested and found guilty of re-using revenue stamps. The brewery at this time was over mortgaged and as a result fell under the auctioneers hammer.

The Siggs moved back to Dubuque and Benedictus returned to the saloon and grocery business. He died some time around 1901.

And his Find-a-Grave page has this short obituary, though I couldn’t find the original.

Filed Under: Beers

Beer In Ads #5327: Bock Bier, A Oldbairisch Dirndl Un a luschdiger Bua

August 21, 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 poster depicts a goat, a man and a woman along with beer and food. The lithograph was created in 1884 by H. Schile & Co. of 14 & 16 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company. The text at the top of the poster reads: “A Oldbairisch Dirndl Un a luschdiger Bua” which is roughly translated as “An Old Bavarian dirndl and a very funny Bua” (slang for Lederhosen). The text at the bottom is more inscrutable, “A Moas’l BocK Bier un a Sam’l dersu” which was stumped by Google translate. Anybidy know?

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

Beer In Ads #5326: Bock Is The Best Medicine!

August 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.

Thursday’s ad is a 1905 postcard for Bock Beer that includes an excellent recipe for enjoying the beer. It was created by German illustrator Arthur Thiele.

It’s worth breaking down the text:

On the ribbon hanging off the stein: “Stundlich a Mass!” translates as “A Maß every hour!”

Then there’s the “Recept!,” the Recipe or Prescription:

To be taken hourly:
2 liters of Bock beer,
3 radishes,
1 pickle,
2 matjes herrings.

Bock
Dr. of Beerology

The text at the bottom is also interesting:

Open wide the sluices of your throats,
Let the Bock
Flow right down.

Then your hearts and minds will feel at ease:
Bock is the best medicine!

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

Beer In Ads #5325: Bockbier

August 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.

Wednesday’s poster is for an unspecified Bockbier. I wasn’t able to find out much about it other than it’s a chromolithograph from Germany and was most likely created in the late 19th century.

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

Beer In Ads #5324: Hilsebein Bock Bier

August 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.

Tuesday’s poster is for Hilsebein Bock, from the F.W. Hilsebein Brauerei AG, from Berlin, Germany, which was founded in 1876. It was created in the late 19th century.

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

Historic Beer Birthday: John B. Wager

August 18, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Johann Baptist Wager, known more commonly after emigrating to the U.S. as John B. Wager (August 18, 1821-December 17, 1899). He was bornin Dautmergen, Wuerttemberg, Germany, but came to American when he was 31, in 1852, and settled in Ohio, where he met and married Alwina ‘Aline’ Becherer. The couple had twelve children. When she passed away in 1868, he remarried Maria ‘Mary’ Anna Schaub in 1870, and the pair had eight more, so I suspect it was a very full house. Somehow, he found the time to open the John Wager Brewery in Dayton, Ohio, in 1866.

Here’s some history of the brewery’s early years:

John B. Wager established the Hydraulic Brewery at the South West corner of 1st & Beckel Streets in Dayton in 1866. Four years later, Wager sold the business to father and son investors, Henry and Clem Ferneding. The two sold shares of their business to Nicholas Metz and Anton Braun. In 1877, Metz sold his share to Braun and the company was renamed Anton Braun Brewing Co. Braun died in 1880 and the business went into the hands of Nicholas Thomas and George Weddle.

The brewery went through several owners and name changes, and was most often known as the Hydraulic Brewery, and after prohibition was repealed as the Mill Valley Brewing Co.

The brewery around 1900.

Here’s Wager’s short obituary from the Dayton Daily News.

Filed Under: Beers

Beer In Ads #5324: Leiner Bock

August 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.

Monday’s poster is for Leiner Bock, from the Erste Bayerische Exportbier-Brauerei, which was owned by Eg. Leiner in Förtschendorf, Bavaria, Germany, where they can trace their origins to 1558. It was created in the 1940s.

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

Historic Beer Birthday: Adam Hauck

August 17, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Johann Adam Hauck (August 17, 1796-June 25, 1865). He was born in Annweiler, Pfalz, Germany, and trained as a brewer in Bavaria. He married Eva Margaretha Walz when he was 35 and the couple had two childrem, including George Hauck, who became a brewer, as well, and opened his own brewery in upstate New York. He brought the family to the U.S. in 1844, settling in New York City. He immediately open his own brewery, the Adam Hauck Brewery. In 1852, he brought his two sons into the family business, and renamed it the Adam Hauck & Sons Brewery.

Panoramic View of New York, from the East River in 1844.

Tavern Trove finished his story:

There was strong demand for Hauck’s beer, and expansions to the manufactory were ongoing. George and Peter, in addition to their public education, were learning in the brewhouse the art business of brewing beer. When Adam retired to Bavaria (circa 1860) the sons were well trained to take over the operations of the family business.

Adam Hauck died in his hometown of Annweiler on June 25th of 1865. His son Peter guided the family brewery through its further expansion and removal in 1869 to its new location in Harrison, New Jersey. George Hauck established his own brewery in Kingston, New York.

Filed Under: Beers

Beer In Ads #5323: Weller Stark-Bock

August 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.

Saturday’s poster is for Stark-Bock, from the Weller-Bräu, which was founded in Schwabach, Germany in 1701. I think it was made in the early 20th century, but I couldn’t find any precise details about it.

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

Beer In Ads #5322: Bock! Bock! Bock!

August 15, 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 poster is for Bock! Bock! Bock! It was created in 1879 by Herman Dohm, who was a lithographer, engraver and printer located in New York City.

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

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