Brookston Beer Bulletin

Jay R. Brooks on Beer

Socialize

Beer In Ads #5267: Charleston Bock Beer

By

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 Charleston Bock Beer, which was published on June 13, 1907. This ad was for the Charleston Brewing Co. of Charleston, West Virginia, which was originally founded in 1902 as the Capitol City Brewing Co., and after 1907 was called the Kanawha Brewing Co. This ad ran in the Labor Argus, of Charleston, West Virginia.

Beer In Ads #5266: Special Bock Beer — Light & Dark

By

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 ad is for Bartel’s Bock Beer (and their Lager), which was published on June 12, 1919. This ad was for the Bartels Brewing Co. of Edwardsville, Pennsylvania, which was originally founded in 1898. This ad ran in the Pittston Gazette, of Pittston, Pennsylvania.

Beer In Ads #5265: Holsten Bock

By

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.

Wednesday’s work is for “Holsten Bock,” which was created in 1910. It was created for the Holsten Brewery, which was founded in 1879, in Hamburg, Germany. This poster was done by the Austrian commercial artist Julius Klinger, and it was printed by lithographers Hollerbaum & Schmidt in Berlin, Germany.

Beer In Ads #5264: Bock-Bier Brauerei Hülsmann Eickel

By

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 work is for “Bock-Bier Brauerei Hülsmann Eickel I. i.W.” which was created in 1913. It was created for the Hülsmann Brewery, which was founded in Herne Wanne-Eickel, Germany as early as 1664, but as a large brewery was founded in 1869. This poster was done by the German commercial artist Ludwig Hohlwein, and it was printed by lithographers Reichhold & Lang in Munich, Germany.

Beer In Ads #5263: Ho Every One That Thirsteth

By

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 Specher’s Bock Beer (and their Lager), which was published on June 8, 1859. This ad was for the Sprecher Brewing Co., which was located in Allentown, Wisconsin. It was founded in 1848 by Frederic Adam Sprecher. This ad ran in the Wisconsin State Journal, of Madison, Wisconsin. “Ho Every One That Thirsteth” may be my new favorite tagline.

Beer Saints: St. Medard of Noyon

By

Today is the feast day of St. Medard of Noyon, who was also known as St. Medardus (c. 456–545). “He was the Bishop of Noyon. He moved the seat of the diocese from Vermand to Noviomagus Veromanduorum (modern Noyon) in northern France. Medardus was one of the most honored bishops of his time, often depicted laughing, with his mouth wide open, and therefore he was invoked against toothache.” He is also the patron of brewers, as well as vineyards and good harvests. “He is sometimes depicted with a giant eagle hovering over his head to shelter him from rain, while others around him got wet (reputedly this occurred while he was a child.) This led to his association with control over the weather.”

This account is from CatholicSaints.Info:

Born c.470 in Salency, Picardy, France; died c.558. Born of a Frankish noble father and a Gallo-Roman mother, Saint Medard was educated at Saint-Quentin. He is also the brother of Saint Gildard, archbishop of Rouen. At 33, he was ordained to the priesthood and became so successful as a missioner that he was chosen to succeed Bishop Alomer in 530 in the see of Vermandois. Medard may have been consecrated by Saint Remigius of Rheims.

According to an unreliable tradition, Medard moved his see from Saint-Quentin to Noyon after a raid by the Huns, then united it with the diocese of Tournai. Allegedly Noyon and Tournai remained under one bishop for 500 years.

Medard is known to have given the veil to Queen Saint Radegund. He is credited with the institution of the old local custom of Rosiere. Each year where his feast is celebrated, the young girl who has been judged the most exemplary in the district is escorted by 12 boys and 12 girls to the church, where she is crowned with roses and given a gift of money (Benedictines, White).

In art, an eagle shelters Saint Medard from the rain, a reference to the legend that this happened when he was a child (Roeder). This may explain the origins of the superstition that if it rains on his feast day, the next 40 days will be wet; if the weather is good, the next 40 will be fine as well (White). He might also be portrayed with two horses at his feet, leaving footprints on stone, or holding a citadel (Roeder). In Medieval art, Medard may be laughing with his mouth wide open (le ris de Saint Medard), and for this reason he is invoked against toothache (White).

Saint Medard is the patron of brewers, peasants, prisoners (Roeder), corn harvests, and vintage (White). He is invoked on behalf of idiots and lunatics, as well as for fruitfulness, both in child-bearing and in the fields, for rains and vineyards, and against bad weather and toothache (Roeder).

Why exactly he’s a patron of brewers or vineyards or good harvests is not very clear, and I can find no satisfactory answer. The only logical assumption may have to do with association with rain, but that’s admittedly a bit of a stretch.

Central part of a triptych from St. Catherine Chapel by unknown artist (circa 16th century)

There’s also a Brasserie Saint Médard in France that was founded in 2015 that uses the saint in their logo and on their beer bottles.

Beer In Ads #5262: Absolutely Pure Daufer’s Celebrated Bock Beer

By

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.

Sunday’s ad is for Daufer’s Celebrated Bock Beer, which was published on June 7, 1897. This ad was for Daufer & Co., which was located in Allentown, Pennsylvania from 1860 until 1938, although it was known by a variety of names over that time period. It’s curious that it’s available “Saturday and Monday,” meaning not on Sunday, until you realize that at the time in Pennsylvania they had Blue Laws, which prohibited the sale of alcohol on Sundays. They were still in place when I was growing up in Pennsylvania, before moving to California in 1985. This ad ran in the Allentown Leader, also of Allentown, Pennsylvania.

Beer In Ads #5261: Bockbier Aus Der Actienbrauerei Basel

By

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 work is for “Bockbier aus der Actienbrauerei Basel” created around 1915. It was created for the Actienbrauerei Basel, which was founded in Basel, Switzerland in 1883. This poster was done by the Swiss commercial artist Rudolf Urech.

Beer In Ads #5260: It’s Beer Weather

By

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 ad is for an unspecified Wisconsin Bock Beer, which was published on June 5, 1942. This ad was for the Washington Tavern on Washington Ave., probably in Racine, Wisconsin. This ad ran in Racine Journal Times, also of Racine, Wisconsin. 

Beer In Ads #5259: Be Hospitable During The Smeltania

By

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 Menominee Bock Beer, which was published on June 4, 1938. This ad was for the Menominee-Marinette Brewing Co. of Menominee, Michigan, which was originally founded in 1870, though it wasn’t known as Menominee-Marinette until after Prohibition. This ad ran in The Escanaba Daily Press, of Escanaba, Michigan. While overall it’s not a terribly exciting ad, there are two features that make it stand out. First, what the hell is the Smeltania? It turns out it was “a historic ‘city on the ice’ and a modern winter festival in Boyne City, Michigan. It gets its name from the legendary, bustling shanty villages that popped up on Lake Charlevoix during the winter to catch smelt.” It appeared to be a thriving festival in the 1930s but eventually died out, and was resurrected recently, but that attempt appears to have also fizzled out. You can read about it in this short article from the Lake Charlevoix Association. The second feature is the phrase “For Home Use!” which strikes me as a hilarious way to say you don’t have to go to the bar, but can continue drinking beer at home.

Here are some photos from the Smeltania during its heyday: