Today is the 47th birthday of Wagner Falci. He is the founder and brewmaster of Cervejas Daoravida, a brewpub in Sao Paulo, Brazil, that was first opened in 2013. We met judging the World Beer Cup, and had a great time hanging out that week, not to mention we have numerous mutual friends. Join me in wishing Wagner a very happy birthday.
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 Wahl’s Bock Beer. The ad was published on June 9, 1917. This one was for Hollister Brewery of Hollister, California, which was originally founded around 1897 by Adolph Wahl (although he appears to have been born Frederick Adolf Wahl). This ad ran in The Hollister Free Lance, also of Hollister, California.
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 Lebanon Brewing Company Bock Beer. The ad was published on June 8, 1889. This one was for Lebanon Brewing Co. of Lebanon, Pennsylvania, which was originally founded in 1856 by Henry Hartman, but went through several owners and name changes. From 1884-1893 it was the Lebanon Brewing Co. This ad ran in The Daily News, also of Lebanon, Pennsylvania.
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.
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.
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 Pearl Bock Beer. The ad was published in 1963. This one was for Pearl Brewing Co. of San Antonio, Texas, which was originally founded in 1883. This ad ran in The Fort Worth Star Telegram, of Fort Worth, Texas.
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 Oil City Bock Beer. The ad was published on June 6, 1936. The brewery was the Oil City Brewing Co. of Oil City, Pennsylvania, which was originally founded in 1867, but was only known by the Oil City name from 1933 until it closed in 1936. This ad ran in The News Herald, of Franklin, Pennsylvania.
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 Pickwick Bock Beer. The ad was published on June 5, 1951. The brewery was the Haffenreffer Brewery of Boston, Massachusetts, which was originally founded in 1870. It was located in the Jamaica Plain area of Boston, and today the site of the brewery is where the Boston Beer Co. operates one of its breweries. This ad ran in The Boston Globe, of Boston, Massachusetts.
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 ad is for Pearl Bock Beer. The ad was published on June 4, 1959. This one was for Pearl Brewing Co. of San Antonio, Texas, which was originally founded in 1883. This ad ran in The Brazosport Facts, of Brazoria County, Texas, which is part of the greater Houston area.
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 for Wooden Shoe Bock Beer. The ad was published on June 3, 1953. This one was for the Wooden Shoe Brewing Co. of Minster, Ohio, which was originally founded in 1869 by Franz Lange, though it became known by the Wood Shoe name after 1939 until it closed in 1954. This ad ran in the Chillicothe Gazette, of Chillocothe, Ohio.
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 Cascade Bock Beer. The ad was published on June 2, 1918. This one was for Vancouver Breweries Ltd., of Vancouver, British Columbia, which was originally founded in 1902 by a merger. This ad ran in The Vancouver Sun, of Vancouver, British Columbia, Canada.
