Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5072: Schaffhauser Bock Sign

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Last year I decided to concentrate on Bock ads. 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 Falken Schaffhauser’s Bock, and was published in 1936. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a soldier standing in the snow, holding a pike, looking up at a glowing mug of beer in the sky above a medieval town like it’s a sign from the heavens. It was created by Swiss artist Arnold Oechslin.

Beer In Ads #5071: Schaffhauser Bock Maypole

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Last year I decided to concentrate on Bock ads. 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 Falken Schaffhauser’s Bock, and was published in 1935. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a man climbing a maypole, presumably to steal the beer hanging from it. It was created by Swiss artist Arnold Oechslin.

Beer In Ads #5070: Well-Aged Beer, See The Fun Show

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Last year I decided to concentrate on Bock ads. 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 again not for a specific Bock Beer, but instead is advertising the A.B.W. Club, a.k.a. the Owl Club, in Mexicali, Mexico. They do advertise selling a glass of Bock Beer for a nickel. And the dude hugging the giant mug of bock is pretty awesome. It was published on September 2, 1933.  This ad ran in The Imperial Valley Press, of El Centro, California.

Beer In Ads #5069: Hunting Season Opens Today

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Last year I decided to concentrate on Bock ads. 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 not for a specific Bock Beer, but instead a half-page panel celebrating the opening of hunting season in Montana in 1907. It was published on September 1, 1907. With the headline: “To Lakes, Rivers and Hills They Go in Bunches in Quest of Game, Now That the Season is Open,” there are below that several hunting-themed cartoons, including one featuring “Teddy Roosevelt in Disguise” standing with his boot on the back of a bock beer goat. The goat is exclaiming, “Here’s Where Bock Beer Gets the Worst Of It.” This ad ran in The Anaconda Standard, of Anaconda, Montana.

The Ballad Of Steam Beer

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Today is the birthday of William S. “Billy” Barnes (September 1, 1864-March 13, 1910). He was born in San Francisco, left to attend Harvard, and then after graduation returned home to join his father’s law office, and was later elected District Attorney for San Francisco. He also belonged to the San Francisco Press Club, and appears to have dabbled in some writing of his own. I guess he was also a fan of Anchor Steam Beer, because in 1897 his poem “The Ballad of Steam Beer” was published in The Wave, a well-regarded local magazine. Former Anchor Brewing historian Dave Burkhart wrote about it for Anchor’s old website, and the story is also included in his great book, The Anchor Brewing Story. But who knows what will happen to the website’s archives, so I thought it was worth keeping it alive here.

The Ballad of Steam Beer


By William Sanford (Billy) Barnes (1864–1910)
As published in The Wave, San Francisco, March 13, 1897

You may talk of your Moet and Chandon,
And all the Cuvees of Champagne,
Of Burgundy, ruby and royal,
From Romanée’s storied demesne;
Of Lafitte and of Lachramae Christi
Or the warm, blushing vintage that grows
Where Yquem and the premier cru Grand Vins
Gush forth from the Hills of Bordeaux;
Of crusty old port and Madeira,
And all of the sherries of Spain,
All the liquers of castle and convent
That ever came over the main.
But I chant out a hymn to Gambrinus,
The god of small change and good cheer,
For I sing you the Song of the Nickel
That buys the big glass of Steam Beer.

A fig for straw-covered Chianti,
Or brandy a century old,
For foaming and flashing Spumante
That sparkles and glitters like gold.
Benedictine and opaline Absinthe
That gourmets and viveurs adore,
And the life-blood of amorous grape vines
That cluster along the Cote D’Or.
Not for me burn the molten sun-kisses
Upon the warm vineyards of France,
Not for me weave the chaplets of Bacchus
Nor call Satyrs and Nymphs to the dance.
I care not for these classical pleasures;
They are for my income too dear,
But still I can compass the nickel
That buys me my Schooner of Beer.

No flagons or wassail cups fill me
Of vintages priceless and rare,
Away with a stoup or a beaker,
And I scorn an effete petit verre;
My chalice is glittering crystal
Full-bosomed, deep-chested, divine,
With the glorious crown of the hop-lands
That mocks at the glory of wine.
Come! drink of the soft flowing amber,
Come! lave in its somnolent streams,
Come! taste of the foam-flecked Nepenthe
That flows from the Kingdom of Dreams.
And sing, as afloat on its tideway
We gently and drowsily steer:
“Here’s a health to the Nickel of
Commerce That buys me my Schooner of Beer!”

B. B.

Beer In Ads #5068: GB Dark Bock Beer

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Last year I decided to concentrate on Bock ads. 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 GB Bock Beer, which was published on August 31, 1966. This one was for The Grace Brothers Brewing of Santa Rosa, California, which was originally founded in 1872 by William Metzger as the Santa Roa Steam Brewery, but became Grace Bros. beginning in 1897. The ad is first for their “Bavarian” Type Beer and then, “For a Change of Pace,” try their “GB” Dark Bock Beer.  This ad ran in The Ventura County Star, of Camarillo, California, but serving all of Ventura County.

Beer In Ads #5067: Enjoyed By Three Generations

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Last year I decided to concentrate on Bock ads. 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 an Bruck’s Bock Beer, which was published on August 30, 1935. This one was for The Bruckmann Company Brewery of Cincinnati, Ohio, which was originally founded in 1856 on a family farm. The ad also mentions their seven beers, including Bock Beer.  This ad ran in The Cincinnati Post, of Cincinnati, Ohio.

Beer Birthday: Johan Van Dyck

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seef
Today is the 50th birthday — the Big 5-O — of Johan Van Dyck, who founded Seef Beer in Antwerp, based on an old style that he worked hard to resurrect after it had died out, despite having been the most popular local beer for many years before two world wars. I first met Johan in San Francisco when he was here with his importer to launch the brand and I wrote about the beer for my newspaper column. The company is now called Antwerpse Brouwcompagnie. It was originally a contract brew, but Johan has opened a production facility in the Noorderpershuis, which was originally a power plant. I’ve since run into him a few times in Belgium, and I’m very glad to see his beer succeed. Join me in wishing Johan a very happy birthday.

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Johan with the King of Belgium (though he was still the prince when we met him), and Bob Leggett from Artisanal Imports.
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Pete Slosberg and me with Johan at City Beer Store
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Johan winning an award at the Brussels Beer Challenge in 2015.

Beer In Ads #5066: Old Dutch Lunch, Bock Beer, Ice Cream

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Last year I decided to concentrate on Bock ads. 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 an Old Dutch Lunch, apparently consisting of Bock Beer and Ice Cream, which was published on August 29, 1919. It’s not mentioned which specific bock beer the Parlor Drug Store (who placed the ad) was serving, though it was apparently the “Coolest Place in Town.” It must have been near a military base since the ad also mentions they were in “Class A, as designated by the U.S. Army.” This ad ran in The Columbus Weekly Courier, of Columbus, New Mexico.

Beer In Ads #5065: The Origin Of Famous Bock Beer….

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Last year I decided to concentrate on Bock ads. 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 for Graupner Bock Beer, which was published on August 28, 1933. This one was for the Robert H. Graupner Brewery of Harrisburg, Pennsylvania, which was originally founded in 1875 as Koenig & Bro. and was also often called the Centennial Brewery, though Graupner was usually in the name after 1893. They also mention two of the other beers, Graupner’s X-Tra Fine Beer and Silver Stock Lager. But what’s most curious about the ad is that most of it is taken up by the telling of one of the many origin stories of bock beer. This ad ran in The Harrisburg Telegraph, also of Harrisburg, Pennsylvania.