Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4919: Here’s That Treat Again!

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 Acme Bock Beer and was published March 24, 1939. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is opened by North Coast Brewing. This ad ran in the Sacramento Union, of Sacramento, California, and includes the headline: “Here’s That Treat Again” and features a goat seated at a table enjoying a glass of Bock beer.

Beer In Ads #4918: Brewed In Winter For Enjoyment In The Spring!

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 Acme Bock Beer and was published March 23, 1948. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is opened by North Coast Brewing. This ad ran in the Daily News of Los Angeles, California, and includes the wonderful headline: “Brewed in Winter for Enjoyment in the Spring!” and features some dancing goats, one of which is wearing a wreath of flowers and has a glass of beer in his … ahem, paw.

Beer In Ads #4917: Now! It’s Bock Beer Season!

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 “Braumeister Bock Beer: The Only Genuine Milwaukee Bock Beer at the Regular Price,” which was originally published March 22, 1955 in the Saginaw News, which I believe was in Saginaw, Michigan, a medium-sized town in Eastern MIchigan located just below Saginaw Bay by Lake Huron. The brewery was the Independent Milwaukee Brewery of Milwaukee, Wisconsin, which was founded in 1901 by five partners: Henry N. Bills, William Gutknecht, Charles Evers, Emil Czarnecki, and William Jung. It’s flagship brand was Braumeister. The survived Prohibition and lasted until 1962, when the G. Heileman Brewing Co. of nearby Lacrosse bought the brewery and closed it down the following year. I love that their goat looks so smart. It must be the glasses and the mortarboard and tassel.

Beer In Ads #4916: Defeat Of The Cold-Water-Men By The Bock

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 called “Defeat of the Cold-Water-Men by the Bock, March 21, 1873” and depicts an epic battle between men and goats, with apparently the goat winning. The artist who created the poster was Emil Bott, a German-born artist who emigrated to Pittsburgh, Pennsylvania.

Beer In Ads #4915: Acme Bock Beer Every Drop Perfect!

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 Acme Bock Beer and was published March 21, 1942. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is owned by North Coast Brewing. This ad ran in the Colfax Record of Colfax, California, and shows a goat parachuting, which makes the tagline, “Every Drop Perfect!,” work on two levels.

Beer In Ads #4914: Acme Bock Beer Tells You Spring Is Here

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 Acme Bock Beer and was published March 19, 1937. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is opened by North Coast Brewing. This ad ran in the Ventura Weekly Post and Democrat of Ventura, California, announcing that “It’s not the robins. It’s not the March winds. It’s not the rosebuds. It’s Acme Bock Beer That tells you Spring is here!”

The Cheerupping-Cup

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Today, like every day, I surveyed a list of writers born this day and try to find an appropriate quote involving beer or drinking for the day. I’ve been doing this for years and have amassed a fairly sizable quantity of quotations. But today I stumbled upon yet another great word that has been lost to time, or in this case never quite seems to have caught on at all, which is a pity.

Tobias Smollett was born today in 1721 in “Dalquhurn, now part of Renton in present-day West Dunbartonshire, Scotland.” According to his Wikipedia page, he “was a Scottish writer and surgeon. He was best known for writing picaresque novels such as The Adventures of Roderick Random (1748), The Adventures of Peregrine Pickle (1751) and The Expedition of Humphry Clinker (1771), which influenced later generations of British novelists, including Charles Dickens.”

While searching through his work today, I happened upon a great word in his 1771 novel The Expedition of Humphry Clinker, which is described as “the last of the picaresque novels of Tobias Smollett, published in London on 17 June 1771 (three months before Smollett’s death), and is considered by many to be his best and funniest work. It is an epistolary novel, presented in the form of letters written by six characters: Matthew Bramble, a Welsh Squire; his sister Tabitha; their niece Lydia and nephew Jeremy Melford; Tabitha’s maid Winifred Jenkins; and Lydia’s suitor Wilson.”

In the 59th letter of the novel, of a total of 85, which was written by J. Melford Argylshire and addressed “To Sir Watkin Phillips, Bart. of Jesus college, Oxon” and beginning “Dear Knight,” Smollett invented the word “chearupping-cup” to describe … well, a cup of cheer, with, naturally, alcohol in it. Here’s the paragraph that includes it:

When the Lowlanders want to drink a chearupping-cup, they go to the public house, called the Change-house, and call for a chopine of two-penny, which is a thin, yeasty beverage, made of malt; not quite so strong as the table-beer of England,—This is brought in a pewter stoop, shaped like a skittle, from whence it is emptied into a quaff; that is, a curious cup made of different pieces of wood, such as box and ebony, cut into little staves, joined alternately, and secured with delicate hoops, having two cars or handles—It holds about a gill, is sometimes tipt round the mouth with silver, and has a plate of the same metal at bottom, with the landlord’s cypher engraved.—The Highlanders, on the contrary, despise this liquor, and regale themselves with whisky; a malt spirit, as strong as geneva, which they swallow in great quantities, without any signs of inebriation. They are used to it from the cradle, and find it an excellent preservative against the winter cold, which must be extreme on these mountains—I am told that it is given with great success to infants, as a cordial in the confluent smallpox, when the eruption seems to flag, and the symptoms grow unfavourable—The Highlanders are used to eat much more animal food than falls to the share of their neighbours in the Low-country—They delight in hunting; have plenty of deer and other game, with a great number of sheep, goats, and black-cattle running wild, which they scruple not to kill as vension, without being much at pains to ascertain the property.

I confirmed with the O.E.D. that this is the sole instance of the word being used (at least that they recorded) and which thy defined as “Of an alcoholic drink: reviving; comforting….” “Chear,” being an archaic form of “cheer,” that never quite caught on as well as cheer, it feels better with the double-ee’s. And indeed later editions spelled it “cheerupping-cup” as listed in “A Supplemental English Glossary,” by T. Lewis O. Davis, and published in 1881, under an entry for “Twopenny.”

From “A Supplemental English Glossary,” by T. Lewis O. Davis.

And in another instance from a news report in the Stamford Mercury, Friday, July 4, 1823, there’s a story using the word.

The language of love, so much talked of by the poets, prevailed against every remonstrance of friends and even the rage and fury of relations. The happy swain had conquest in his cheeks and will love, cherish, honour and obey. Hand in hand the couple blithely proceeded to the adjoining village of Rippingale where the festive board groaned with the weight of the feast and it also being the annual feast day of the parish, the tabor struck up and the village was gay. Rural sports were the order of the day and the merry dance and sparkling glass went round till night was at odds with morning and the groom, having taken sufficient of the cheer-upping cup, the happy couple retired and after throwing the stocking, the jolly swain was left wrapt in the arms of Morpheus to enjoy (what he most needed), nature’s sweet restorer, balmy sleep. [My emphasis.]

But doing some more rabbit-hole digging, I discovered it was used earlier with the more common ‘cheer’ spelling, though still not often and certainly not enough to suggest its use became widespread by any means. The O.E.D. lists as an adjective “cheer-upping” with the same definition, “[o]f an alcoholic drink: reviving; comforting…” with a range of use from 1720-1832. They also list a quotation that predates Smollett, from 1733, so it’s likely he wasn’t the first after all. “They … retired to comfort themselves with a cheer-upping Cup,” which is from “English Malady: or, A Treatise of Nervous Diseases of All Kinds,” by George Cheyne, though he remains one of the few to use it in fiction.

But whoever came up with, I still don’t understand why it fell out of use, because it just rolls pleasantly off the tongue: “cheerupping-cup.” Who wouldn’t want, or often need, a cheerupping-cup? I think I need one now. Who’s with me? Fancy a cheerupping-cup?

Beer In Ads #4913: Oertels ’92 Bock Beer

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 Oertels ’92 Old Style Bock Beer and was published March 18, 1937. The brewery was the Oertels Brewing Co. of Louisville, Kentucky, which was originally founded in 1874, apparently by Charles Hartmetz and his brothers, and knnown as the Butchertown Brewery, but by 1884 John Fred Oertel was involved and beginning in 1892 Oertel was the sole owner. They survived prohibition but closed in 1967. This ad ran in the Courier Journal of Louiville, Kentucky, announcing the release of Acme bock beer that day, which I imagine was similar to yesterday’s ad announcing the release of “the NEW Oertel Goat!” ak.k.a. Oertels ’92 Old Style Bock Beer. The brewery’s flagship for many years was “Ortels ’92 Beer,” presumably named for the year of the brewery’s founding.

Beer In Ads #4912: Acme Bock Beer Here!

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Last year I decided to concentrate on Bock ads. Bock, of course, 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 Acme Bock Beer and was published March 17, 1938. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is opened by North Coast Brewing. This ad ran in the Daily News of Los Angeles, California, announcing the release of Acme bock beer that day, which I imagine was similar to yesterday’s ad announcing it would be released the following day. I love that it starts with “HERE!” and ends with “Watch it go!”

Beer Birthday: Phil Farrell

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Today is the 60th birthday — The Big 6-O — of Phil Farrell. Phil these days is a Terrestrial Biological Beer Processor at StillFire Brewing in Suwanee, Georgia. When I first met Phil, he was flying for Delta Airlines, and before that had been an Air Force Aviator with a homebrewing problem. “Phil won over 500 awards including Mid-South Home Brewer of the Year (twice) and is the only home brewer to win a gold medal at the U.S. Open Beer Championship beating all the pros in his category.” In 2011, he won Beer Drinker of the Year at Wynkoop in Denver, Colorado, when they were still running the annual contest. He was also famous is certain beery circles as the Chicken Man, and took hundreds (maybe more?) photos of beer people with his rubber chicken. In 2007, I did an article for the then-new Beer Advocate magazine about beer geeks, wherein I profiled several beer geeks from around the country, and Phil’s story was included in that story:

Given the chicken in the word geek’s origins, it’s fitting that one homebrewer has combined his love of brewing with a rubber chicken. Former jet pilot Phil Farrell, a retired Lt. Colonel in the Air Force, began homebrewing over ten years ago. Living in north Georgia, he became active in a local homebrew club named the Chicken City Ale Raisers, because their home, Gainesville, Georgia, is the “Poultry Capital of the World.” The group was looking for an edge in competitions and, as a joke, Farrell picked up a rubber chicken to use as a mascot. They started winning and, looking for more magic, the chicken started coming along to festivals. As a goof, he started taking photos of the rubber chicken with brewing luminaries. At first it was slow going, but once Charlie Papazian had his picture taken, things started to take off. Today, nobody squawks and Farrell has about 2,000 photos of beer people with the rubber chicken, enough to fill ten photo albums. And it’s still magic, last year Farrell was named the Mid-South Home Brewer of the Year for second time. And given craft beer’s recent growth, perhaps we all owe the rubber chicken a debt of gratitude?

Phil is also frequently a steward at GABF and the World Beer Cup, and also is a judge in his own right. He also attends many national beer events and is a fun guy to talk, and drink, beer with. Join me in wishing Phil a very happy birthday.

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Phil at the Hard Liver Barleywine Festival in 2005.
Phil, with the original chicken, now bronzed
Phil after his rubber chicken was bronzed, in 2010.
Phil Farrell, 2011 Beerdrinker of the Year
Phil in 2011, when he won Beer Drinker of the Year at Wynkoop.
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