Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5328: R & H Bock Beer

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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.

Sunday’s poster is for R & H Bock Beer, from the Rubsam & Horrmann Brewing Co., from Stapleton, a town on Staten Island, New York, which was founded in 1865. It was created in 1935 by the Gamse Lithographing Co. of Baltimore, Maryland.

Beer In Ads #5327: Bock Bier, A Oldbairisch Dirndl Un a luschdiger Bua

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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.

Friday’s poster depicts a goat, a man and a woman along with beer and food. The lithograph was created in 1884 by H. Schile & Co. of 14 & 16 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company. The text at the top of the poster reads: “A Oldbairisch Dirndl Un a luschdiger Bua” which is roughly translated as “An Old Bavarian dirndl and a very funny Bua” (slang for Lederhosen). The text at the bottom is more inscrutable, “A Moas’l BocK Bier un a Sam’l dersu” which was stumped by Google translate. Anybody know?

Beer In Ads #5326: Bock Is The Best Medicine!

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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.

Thursday’s ad is a 1905 postcard for Bock Beer that includes an excellent recipe for enjoying the beer. It was created by German illustrator Arthur Thiele.

It’s worth breaking down the text:

On the ribbon hanging off the stein: “Stundlich a Mass!” translates as “A Maß every hour!”

Then there’s the “Recept!,” the Recipe or Prescription:

To be taken hourly:
2 liters of Bock beer,
3 radishes,
1 pickle,
2 matjes herrings.

Bock
Dr. of Beerology

The text at the bottom is also interesting:

Open wide the sluices of your throats,
Let the Bock
Flow right down.

Then your hearts and minds will feel at ease:
Bock is the best medicine!

Beer In Ads #5325: Bockbier

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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.

Wednesday’s poster is for an unspecified Bockbier. I wasn’t able to find out much about it other than it’s a chromolithograph from Germany and was most likely created in the late 19th century.

Beer In Ads #5324: Hilsebein Bock Bier

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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.

Tuesday’s poster is for Hilsebein Bock, from the F.W. Hilsebein Brauerei AG, from Berlin, Germany, which was founded in 1876. It was created in the late 19th century.

Beer In Ads #5324: Leiner Bock

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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.

Monday’s poster is for Leiner Bock, from the Erste Bayerische Exportbier-Brauerei, which was owned by Eg. Leiner in Förtschendorf, Bavaria, Germany, where they can trace their origins to 1558. It was created in the 1940s.

Beer In Ads #5323: Weller Stark-Bock

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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.

Saturday’s poster is for Stark-Bock, from the Weller-Bräu, which was founded in Schwabach, Germany in 1701. I think it was made in the early 20th century, but I couldn’t find any precise details about it.

Beer In Ads #5322: Bock! Bock! Bock!

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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.

Saturday’s poster is for Bock! Bock! Bock! It was created in 1879 by Herman Dohm, who was a lithographer, engraver and printer located in New York City.

Beer In Ads #5321: Bock Des Houillères

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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.

Friday’s poster is for Bock Des Houillères. It was created around the 1920s, and was most likely made for Brasserie des Houillères, which was located in Allouagne in northern France, in the Nord-Pas-de-Calais mining basin, or possibly for a regional coal-mining-linked or cooperative brewery known as houillères. The poster was printed by Publicité Savoye-Godin in Lille, France.

Beer In Ads #5320: Original Bavarian Beer Girl & Bock

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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.

Thursday’s poster depicts the “Original Bavarian Beer Girl & Bock.” The lithograph was created in 1885.  The lithographer was H. Schile & Co. of 14 & 16 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company.