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Beer In Ads #4938: Moerschel’s Bock Beer, The King Of All Beers

April 12, 2025 By Jay Brooks

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 Moerschel’s Bock Beer and was published April 12, 1901. The brewery was the Capitol Brewery Co., of Jefferson City, Missouri, which was originally founded in 1845 as the Joe Kessler Brewery. This ad ran in the Republican Review.

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

Beer In Ads #4937: Gambrinus Bock Is Back

April 11, 2025 By Jay Brooks

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 Gambrinus Bock Beer and was published in 1951. The brewery was August Wagner Breweries, of Columbus, Ohio, which was originally founded in 1870. This ad ran in the Chillicothe Gazette, Ohio’s oldest newspaper, which was first published in 1793.

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

Historic Beer Birthday: Gambrinus

April 11, 2025 By Jay Brooks

gambrinus
Today is the traditional birthday of Gambrinus, sometimes called King Gambrinus, considered to be a patron saint of beer, brewing and/or Belgian beer. Not an “official” saint, at least not in the catholic church, but a legendary figure. Regardless, join me in drinking a toast to King Gambrinus today.

gambrinus1
Here’s the overview at Wikipedia:

Gambrinus is a legendary king of Flanders, and an unofficial patron saint of beer or beer brewing. Gambrinus is variously depicted as a European king, as an English knight of the Middle Ages, or (less commonly) as a plump old man. Gambrinus’ birthday is purported to be April 11.

The origin of the character is most widely believed to be John the Fearless (1371–1419), who some also believe to be the inventor of hopped malt beer. However, other sources report that one of the cup-bearers in the court of Charlemagne (742–814) was also called Gambrinus. In 1543, the German poet Burkart Waldis wrote of Gambrinus, explaining that Gambrinus learned the art of brewing from Isis, the ancient Egyptian goddess of motherhood and fertility.

It is also possible that the original Gambrinus was Duke John I of Brabant (1254-1298), who was called Jan Primus.

Other possible Latin etymologies of the name include cambarus (cellarer) and ganeae birrinus (one who drinks in a tavern). Plzeňský Prazdroj, brewer of the Gambrinus lager, endorses the explanation that the name is a corruption of Jan Primus (John the First), referring to John I, Duke of Brabant. Alternatively, Gambrinus may be a corruption of the name Gambrivius. Although less likely, Gambrinus might also derive from camba, a word from the Celtic language family that refers to a brewer’s pan.

gambrinus-2
The beer website Froth N Hops has the fullest account of the story of King Gambrinus in one place, though it’s unclear what the source material is. Hopefully, he won’t mind my re-printing it here.

King Gambrinus, known as “the patron saint of beer,” has long been a universal symbol of beer and brewing. Particularly during the late nineteenth century, the image of Gambrinus was used by countless brewers to promote their products and remind consumers of the rich heritage of beer-making. Many breweries were even adorned with life-size statues of the King.

But who was Gambrinus? It is Gambrinus who brought beer to earth, and here is the legend of how this came to pass, and how he came to be King: Gambrinus was a poor apprentice in glass-making, hailing from a little town in the Flandres called Fresne sur l’Escaut. With his wonderful pink cheeks, blonde hair and blonde beard, he was the most beautiful boy in the town and had great romantic success with the town girls.

gambrinus-brewery-export
But Gambrinus had secretly fallen in love with the beautiful daughter of his master, Flandrine. In those times, glass makers were noble from birth, and taught their art only to their sons. Flandrine, as proud as she was pretty, wanted to marry a master glass maker like her father, grandfather, and great grandfather. Gambrinus, as an apprentice, would only prepare the glass for his master, who then skillfully puffed it into decorative sheets.

At last, Gambrinus gathered the courage to reveal his feelings to Flandrine. But Flandrine, offended that such a lowly apprentice sought her affection, refused so strongly that Gambrinus left Fresne, and vowed never to return to glass-working again so that he might forget about Flandrine forever.

wagners-gambrinus-tray
So Gambrinus wandered from town to town playing his violin and writing poetry to sing along while he played. Gambrinus, who was very clever and a quick-learner, soon gained a reputation as one of the best violinists in the region. He was constantly called on in towns far and wide to liven up weddings, birthdays, and other parties.

When the people of Fresne heard of the fame Gambrinus had achieved, they could barely believe it. They were so proud of their Gambrinus that they invited him back to Fresne and threw a town-wide celebration in his honor. Gambrinus, flattered by the thought of a celebration in his honor, accepted the towns invitation and returned to Fresne. When he arrived in Fresne and began playing his violin, the delighted townspeople began to sing and dance and cheer.

But soon after Gambrinus had started playing, he noticed Flandrine in the crowd. Overcome by nervousness, Gambrinus began to tremble. He trembled so much and played his violin so horribly that the townspeople began to kick him and shout at him.

gambrinus-stock
The townspeople all blamed Gambrinus for the commotion, since it was his poor playing that upset everyone. Gambrinus soon found himself arrested by the town officials and spent a full month in jail for the trouble he caused in the street and the noisy disturbance he had caused in the night. When Gambrinus was released from jail, he decided the only way he could ever make himself forget about Flandrine was to kill himself. He decided to hang himself, and headed out into the forest to set up a noose and platform. Gambrinus slid the noose over his neck, but just when he was about to step off the platform, he saw before him the devil himself. As is his custom, the devil proposed a deal to Gambrinus: if his power was not strong enough to make Flandrine love Gambrinus, the devil would oblige Gambrinus to forget Flandrine forever. This in exchange for Gambrinus’ soul in 30 years time. Gambrinus accepted the deal, and agreed to the devil’s terms.

As soon as Gambrinus returned to town, he noticed an intense desire to gamble on games. Indeed, the devil meant to turn Gambrinus’ love for Flandrine into a passion for betting. Gambrinus bet on everything he could, not caring whether he won or not. But win he did, and soon Gambrinus found himself the owner of a small fortune. Although gambling had nearly eclipsed any thought of Flandrine, Gambrinus suddenly had an idea. Because he was as rich as a prince, perhaps Flandrine would agree to marry him as a noble. Gambrinus approached Flandrine for the second time and expressed his feelings to her. But Flandrine’s rejection was as swift and as ruthless as the first time: Gambrinus wasn’t a noble; he was born a boy, and would remain a boy for life.

BEER-TRAY_GAMBRINUS_01
King on a Barrel Gambrinus, returned to the forest to see the devil and ask him what went wrong; after all, Gambrinus still had not forgotten Flandrine, nor had Flandrine been made to fall in love with Gambrinus. Suddenly, before Gambrinus’ eyes appeared a large field with long lines of poles on which green plants began to grow. Soon the poles were covered by these green, perfumed plants. “These,” explained the devil, “are hops.” Just as quickly, two buildings burst forth from the ground. “The first building is a hophouse,” said the devil, “and the second one is a brewery. Come, and I will teach you how to make beer, Flandres’ wine. Beer will help you to forget Flandrine.”

Gambrinus learned how to make beer (not without tasting it every now and again) and found it delicious. Gambrinus soon felt like singing and dancing and playing his violin. But he remembered that the last time he had played violin he had been arrested, and his violin destroyed. Gambrinus asked the devil how he might seek revenge against the townspeople of Fresne who kicked him, sent him to jail, and broke his violin. The devil gave Gambrinus a new instrument that no one could resist, and taught Gambrinus how to play it. The devil explained that this instrument was called the chimes. The devil gave Gambrinus some seeds and the chimes and sent Gambrinus back to Fresne.

cantillon_rose_de_gambrinus-3
Once he arrived home, Gambrinus planted the precious seeds given to him by Belzebuth, and practiced making beer and playing chimes. One morning, Gambrinus set up tables, chairs, barrels, and chimes on the main town square and invited all the townspeople to join him to sample his new drink called beer. The townspeople tasted the beer, which was a brown lager. At first the people complained: “It is too bitter,” “It is too strong.” The people soon began laughing at Gambrinus and his stupid drink. Then Gambrinus began to play the irresistible chimes. The people all began dancing and could not stop. All the dancing made the people thirsty, which encouraged them to drink more beer. After an hour or so, the tired and woozy townspeople pleaded with Gambrinus to stop playing chimes. But Gambrinus kept playing for hours and hours. Gambrinus was satisfied that he had gotten his revenge on those who had wronged him.

But after time the townspeople began to appreciate the beer. They begged Gambrinus to make more and called beer the best drink they ever had. Word of Gambrinus’ drink spread far and wide and crossed over all frontiers. People from other towns soon begged Gambrinus to bring beer to their towns. Everywhere Gambrinus went, he brewed beer and played the chimes. So impressed were the nobles of the region that the Dukes, Counts, and Lords offered Gambrinus the title “King of Flandres.” Gambrinus accepted the position of king, but said he preferred the title “King of the Beer.” From thence on, Gambrinus was known as “The Brewer King.”

Gambrinus-yuengling
When Flandrine realized that Gambrinus would never come to her again, she came to talk to him. Gambrinus, however, more than a little inebriated, couldn’t recognize Flandrine, and just offered her something to drink; indeed, Gambrinus had forgotten about Flandrine.

Gambrinus lived happily with his subjects for many years, until finally the devil returned. “Thirty years have passed since we made our deal,” said the devil. “Now you must follow me.” But when the devil turned around, Gambrinus began playing the chimes, and the devil began to dance. The devil begged Gambrinus to stop playing, but Gambrinus continued, and the devil could not stop dancing. Finally, the devil agreed to break his deal with Gambrinus, releasing Gambrinus from his end of the deal.

King Gambrinus lived happily for another half century playing chimes and making beer. When Gambrinus finally died, his body disappeared, and in its place appeared a barrel of beer. This is why Gambrinus has no tombstone, and why no one knows of the resting place of The Brewer King.

gambrinus-logo
Another website lists some tall tales that have made Gambrinus famous:

  • He received the gift of beer directly from the Egyptian fertility goddess Isis
  • In medieval times he loaned his soul to the devil for 30 years to learn the art and process of brewing
  • He outwitted his opponent in a challenge to lift an impossibly heavy beer cask by first drinking the beer then triumphantly lifted the empty cask
  • During a three-day banquet he drank mug after mug of foamy beer and he was known forever after as the King of Beer

KingGambrinus
Below is a Symphonion No. 25 GS: “Gambrinus,” a “spectacular original coin-operated disc musical box by ‘Symphonion Musikwerke, Leipzig,’ for 11 3/4 in. discs, 84 teeth in duplex comb (complete), with a wonderful wood-carved figure of the mythical Flemish King “Gambrinus”. 43 1/2 in. high. With 10 discs.”

gambrinus-music-box
The German Beer Brewers Museum in Munich owns a portrait from 1526 of King Gambrinus, and it includes the following verse:

Im Leben ward ich Gambrinus gennant,
König zu Flandern und Brabant,
Ich hab aus Gersten Malz gemacht
Und Bierbrauen zuerst erdacht.
Drum können die Brauer mit Wahrheit sagen,
Daß sie einen König zum Meister haben.

Which translates roughly to:

In life I was known as Gambrinus,
King of Flanders and Brabant,
From barley I made malt
And was first at brewing beer.
Thus the brewers can truthfully say,
They have a king as master brewer.

gambrinus-munich

Filed Under: Birthdays, Just For Fun Tagged With: Belgium, Religion & Beer

Beer In Ads #4936: Rheingold Bock Beer

April 10, 2025 By Jay Brooks

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 Rheingold Bock Beer and was published April 10, 1916. The brewery was S. Liebmann’s Sons Brewing Co., a.k.a. as the Rheingold Brewery, of New York, New York, which was originally founded in 1870. This ad ran in The Brooklyn Citizen, of Brooklyn, New York. I do love the poem that’s a part of the ad:

To thirsty throats these capering goats
Announce the best of cheer
For Rheingold Bock is now in stock
Wherever they appear.

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

Beer Birthday: Alexandre Bazzo

April 10, 2025 By Jay Brooks

bamberg-bier
Today is the 49th birthday of Alexandre Bazzo, who is the founder and brewmaster of Micro Cervejaria Bamberg in Brazil. I first met Alexandre in Brazil when I judged in Argentina in 2011, and we made a side trip to Sao Paulo. Given the name of his brewery, you won’t be surprised to learn he makes amazing German-style beers, and has won numerous awards for his efforts. I also saw him again at last year’s Firestone Walker Invitational Beer Festival. Join me in wishing Alexandre a very happy birthday.

IMG_7801
Me, Alexandre, his wife and Steve Shapiro at the 2017 Firestone Walker Invitational Beer Festival.

P1040750
Alexandre with Stephen Beaumont at a beer dinner in Sao Paulo at Melograno in 2011.

Filed Under: Birthdays, Just For Fun Tagged With: Brazil

Beer In Ads #4935: Steinle’s Bock Beer

April 9, 2025 By Jay Brooks

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 Steinle’s Bock Beer and was published April 9, 1898. The brewery was the Delphos Brewery, a.k.a. Steinle & Co. of Delphos, Ohio, which was originally founded in 1858. This ad ran in The Daily Herald, of Delphos, Ohio, with the tagline: “Steinle’s Bock Beer.”

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

Historic Beer Birthday: Otto Schinkel Jr.

April 9, 2025 By Jay Brooks

anchor-retro
Today is the birthday of Otto Schinkel Jr. (April 9, 1869-January 26, 1907). While Anchor Brewing began during the California Gold Rush when Gottlieb Brekle arrived from Germany and began brewing in San Francisco, it didn’t become known as Anchor Brewing until 1896, when “Ernst F. Baruth and his son-in-law, Otto Schinkel, Jr., bought the old brewery on Pacific Avenue and named it Anchor. The brewery burned down in the fires that followed the 1906 earthquake, but was rebuilt at a different location in 1907.” Baruth had passed away the same year as the earthquake, and Schinkel died in an accident in early 1907 when struck by a streetcar in San Francisco.

Surprisingly, there isn’t much biographical information about Schinkel. He was born somewhere in Germany, and married Ida Caroline Baruth on November 26, 1890. She was born in California, sometime in July of 1873. They had three children together, all daughters: Elsie, Alice and Doris.

otto-schinkel

I did discover that he was a president of the Norddeutscher Verein (or North German Association) four times as noted in this portrait from a book celebrating the organization’s 25th anniversary, or Silver Anniversary 1874-1899.

anchor-brewery-early-1900s-lg
The Anchor Brewery in the early 1900s.

Here’s what’s written about him at Find a Grave:

Anchor Beer began during the Gold Rush when Gottlieb Brekle arrived from Germany and began brewing in San Francisco. In 1896, Ernst F. Baruth and his son-in-law, Otto Schinkel, Jr., bought the brewery and named it Anchor. The brewery burned down in the fires that followed the 1906 earthquake, but was rebuilt at a different location in 1907.

“Killed by a Bryant street car just below Twentieth street shortly after noon yesterday as he was attempting to take a seat on the open side of the vehicle. The sudden starting of the car is alleged to have caused him to fall directly in front of the moving vehicle.

“The first wheel crossed his chest and the heavy trucks crushed his skull before Motorman J. N. Swope could stop the car. Motorman, conductor and passengers jumped to the man’s aid. By main strenght they lifted the car. He was already dead, however, and terribly mangled.

“A brother J. H. Schinkel, was standing on the corner, less than fifty feet away, and saw the accident. He ran frantically to the scene and with his own hands dragged the form of his brother from under the car. J. N. Swope, the motorman, was arrested and charged with manslaughter. He was later released on $50 cash bail furnished by the railroad company.

“Otto Schinkel was a prominent German brewer of the city. He was the owner of the Anchor Brewery, located at North Beach before the fire and now being rebuilt at Eighteenth and Hampshire streets. He was a member of the Norddeustcher Verein, Norddeutsche Schutzen Verein, Schleswig-Holstein Society, Golden Gate Aerie of Eagles, Red Men and the Brewers Association. He was thirty-nine years old and had been very prominent in German-American circles for many years. He leaves a widow and two children. A checkbook found in his pocket showed that he had $40,000 on deposit in the Citizens National Bank.”

[Note: Find a Grave lists his birth year as 1849, while every other source I found says 1869.]

Filed Under: Birthdays, Just For Fun Tagged With: California, History, San Francisco

Historic Beer Birthday: Johann Sedlmayr

April 9, 2025 By Jay Brooks

spaten-hops
Today is the birthday of Johann Sedlmayr (April 9, 1846-November 24, 1900). Johann was the grandson of Gabriel Sedlmayr and the third son of Gabriel Sedlmayr II. Johann’s father inherited the Spaten Brewery, along with his brother, when his father died, but Gabriel became sole owner after his brother Joseph left to start his own brewery, Franziskaner. Two of Johann’s older brothers died before their father, so when Gabriel II passed away, he and his younger brothers Carl and Anton inherited the family brewery.

sedlmayr_gabriel_1874
The caption of this photo, from German Wikipedia, translates to “Delivery of the Spade brewery to the sons Johann, Carl and Anton Sedlmayr 1874,” although I can’t say which one is Johann. I don’t know much more about his time running the brewery. “From 1884 to 1890 he was a member of the German Reichstag for the electoral district of Oberbayern 1 Munich I and the Nationalliberal Party.”

SPATEN-Geschichte

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Germany, History

Historic Beer Birthday: Ralph Thrale

April 9, 2025 By Jay Brooks

anchor-southwark
Today is the birthday of Ralph Thrale (1698-April 9, 1758). Thrale’s exact date of birth is not known, but he died today in 1758, so that’s why I’m celebrating his birthday today. He was born in Offley, Hertfordshire, England, the son of Ralph Thrale, a Cottager originally from Sandridge who moved to Offley. His uncle brought him to London around 1711 after his father died (when he was only 13) to work at his Anchor Brewery, in Southwark, in the central part of the city, and eventually he became the Master of The Brewers Company, having bought the brewery after his uncle’s death. He was also a Member of Parliament from 1741-1747 and also High Sheriff for Surrey from 1733-34.

ralph_thrale_1698-1758_by_thomas_hudson
Portrait of Ralph Thrale by Thomas Hudson.

This is his short biography from the History of Parliament:

The son of ‘a hardworking man at Offley’, Thrale was brought to London by his uncle, Edmund Halsey, the owner of the Anchor brewery at Southwark, who ‘said he would make a man of him, and did so but … treated him very roughly’, making him work ‘at six shillings a week for twenty years’. He soon ‘made himself so useful … that the weight of the business fell entirely on him’, and he was expected to succeed to the brewery.1 But he fell out with his uncle by marrying ‘a wench that Halsey wanted to have for his own pleasure’, and was cut off.2On Halsey’s death in 1729, the Anchor brewery was put up for sale. According to Mrs. Piozzi, Thrale’s daughter-in-law,

to find a purchaser for so large a property was a difficult matter, and after some time, it was suggested that it would be advisable to treat with Thrale, a sensible, active, honest man, who had been long employed in the house, and to transfer the whole to him for £30,000, security being taken upon the property. This was accordingly settled. In eleven years Thrale paid the purchase money. He acquired a large fortune. But what was most remarkable was the liberality with which he used his riches.

Returned as an opposition Whig for Southwark, the brewers’ constituency, he voted against the Government on the chairman of the elections committee in 1741 and on the Hanoverians in 1744, was absent from other recorded divisions, did not stand again, and died 8 Apr. 1758.

thrale_brewery_circa_1785
Thrale’s Anchor Brewery around 1785.

This mention of Ralph Thrale’s involvement in the Anchor Brewery is from “A History of Beer and Brewing,” by Ian Spencer Hornsey:

Hornsey-thrale

barley-and-perkins-1841

This is the entry for Barclay, Perkins & Co. Ltd, which at one time had been Thrale’s Anchor Brewery, from “The Brewing Industry: A Guide to Historical Records,” edited by Lesley Richmond, Alison Turton, published in 1990:

barclay-perkins-history-1
barclay-perkins-history-2

anchor-brewery-c1820-john-thomas-smith-1766-1833
The Anchor Brewery around 1820.

And finally, the famous English writer Charles Dickens, during the period when he was writing many of his major works, “he was also the publisher, editor, and a major contributor to the journals Household Words (1850–1859) and All the Year Round (1858–1870). In “Volume V, from March 30, 1861 to September 21, 1861,” in a piece entitled “Queen of the Blue Stockings,” from April 20, 1861, Ralph Thrale is mentioned in a history of the Barclay Perkins brewery to give context to his tale:

Dickens-Thrale

LondonSE1BarclayPerkinsAnchorPlaque2_SP_Mar10
A marker where Thrale’s brewery once stood in central London.

Filed Under: Birthdays, Just For Fun Tagged With: England, Great Britain, History, London

Historic Beer Birthday: Mathias Meller

April 9, 2025 By Jay Brooks

Today is the birthday of Mathias Meller (April 9, 1827-April 1, 1900). He was born in  Neuss, Germany, which is in the North Rhine-Westphalia area, and emigrated to the U.S. when he was 22, in 1849. He eventually settled in Galena, Illinois. In 1860 (or 1874, sources differ), he founded the Math. Meller Brewery (also called the Fulton Brewery), which would become the Casper Eulberg & Sons Brewery, and later, briefly, the Galena Brewing Co. after prohibition, before closing for good in 1936.

Here’s a short biography of Meller:

And this biography appears to be from a book on people from Jo Davis County

Curiously, their most popular beer was called Red Stripe, and had been made since the late 19th century. Apparently, when prohibition closed the brewery, they sold their recipe to British brewers who began production of the now-famous label in Jamaica.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Germany, History, Illinois

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