Tuesday’s ad is for Bock Beer, from before Prohibition. In this one, a group of goats are having a beer-furled outdoor carnival of sorts, with casks of bock, a goat band playing from a stage and front and center the personification of prohibition has been strung up from a tree and is being head-butted around in what appears to be some kind of game. There’s another goat in the foreground chewing on the daily newspaper, no doubt because it’s bringing news about prohibition. There’s a sign on the fence on the left that you can barely read. But what you can see is this: “Mr. Bock, Sherrif Barley County.” It signed by a judge and in the middle, written larger, it says “Yahoo Prohibition.”

Monday’s ad is for American Brewing Co.’s Bock Beer, from 1890. The St. Louis brewery has a goat that’s as proud as a peacock, balancing on a beer barrel, with a glass of bock in one paw. He’s also licking his lips and has quite the pair hanging low. Plus, I really love the bines of hops wrapped around his head. That’s one handsome goat!

Sunday’s ad is for Bock Beer, again probably from around 1890s or thereabouts. In this one, a woman dressed as a Roman goddess is riding a goat through a field of barley and hops. She’s holding on to the handlebars with just one hand so she doesn’t spill the beer held in her other. So far so good, though I’d give her better odds if she wasn’t riding sidesaddle. But I guess at the time that wouldn’t be considered ladylike, or even goddesslike.

Friday’s ad is for Bock Beer, another one form probably the late 1800s, but nothing more specific about who it’s for or exactly where and when. Featuring a festive couple, it almost seems like she’s asking for his beer, while he’s holding it just out of reach, smiling, as she continues to try to talk him out of it. There must be something going on, because look at the goat’s startled eyes, and notice he’s looking away? There’s definitely more than meets the eye in this scene.

Thursday’s ad is for Feldschlösschen Bock, from around 1910. It was produced by A. Trüb & Cie, a Swiss printer though I’m not certain if the brewery is likewise from Switzerland. There is a Feldschlösschen in Dresden, Germany which apparently been brewing there since 1858. I only remember Radebgerger being (near) there when I visited Dresden a little over ten years ago. Another source claims it’s for the “Feldschlösschen Bock brewery in Aarau, Switzerland,” but it seems unlikely there would have been two breweries so close to one another with the same name. It’s more stylized the older bock ads, but is still pretty cool.

Wednesday’s ad is for Bock beer, though I have no idea whose or when it’s from. It’s a pretty wild ad showing a goat winning a race involving a wheelbarrow with a barrel of beer on it. He’s leaving that guy wearing the top hat in the dust.

Monday’s ad is for Bock Beer, though it’s not clear who’s bock beer is being advertised. It is believed to be from around 1910 and was most likely created by the Northwestern Lithography Co. of Milwaukee, Wisconsin. One auction house with an original for sale describes the ad as the “scene of lovely young lady whispering something into the ear of a goat, while a second lady brings a tray of beer, with Bock Beer below.” Was goat whispering a thing in the 1910s? How do they know that’s what she’s doing? Though she does have her arm around the goat, like they’re out on a date. Why do goats always have beautiful girlfriends?