Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5080: Berg-Bräu Ur-Bock

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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 Berg-Bräu Ur-Bock Beer, which is from the Privatbrauerei Bergbräu of Uslar, Germany, which was originally founded in 1868. It was created in 1948. The artist who created it is unknown, at least to me.

Beer In Ads #5079: It’s Here

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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 Bavarian Club Bock Beer, which was published on September 15, 1933. from the Bohemian Breweries, Inc. of Spokane, Washington, which was originally founded in 1890 and operated under a variety of names until 1933 when it became known under Bohemian Breweries, the plural indicative of there being a second facility in Boise, Idaho. This ad ran in The Bend Bulletin, of Bend, Oregon.

Beer In Ads #5078: Cal’s Going!! Going!!

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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 Regal Pale Bock Beer, which was published on September 14, 1962. This one really for Cal’s Liquors, with six locations in the Salinas, California area. But they were also advertising their last 770 cases of Regal Pale Bock Beer from the Regal Pale Brewing Co. of San Francisco, California, which was originally founded in 1916 as the Pacific Brewing & Malting Co. This ad ran in The Salinas Californian, also of Salinas, California. Better hurry before they’re all gone.

Beer In Ads #5077: Dinkelacker Bock Beer

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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 poster is for Dinkelacker Bock Beer, and was published in 1940. This one was made for the Dinkelacker Brewery, of Stuttgart, Germany. The brewery was founded in 1888, and is still in business today. This one is for their Bock Beer, showing a man and his pet goat. It was created by German artist Otto Ottler.

Beer In Ads #5075: Don’t Forget Ruhland’s Bock Beer

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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 Ruhland’s Bock Beer, which was published on September 9, 1903. This one was for the Ruhland Brewing Co. of Baraboo, Wisconsin, which was originally founded in 1867. This ad ran in The Baraboo Republic, also of Baraboo, Wisconsin. I love that they ad this: “Can be Secured in Bottles.”

Beer In Ads #5074: Salvator

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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 poster is for Paulaner’s Salvator Doppelbock, and was published in 1909. This one was made for the Paulanerbrau, or the Paulaner Brewery, of Munich, Germany. The brewery was founded in 1634, and is still in business today. This one is for their Salvator, showing a nobleman and a monk. The monk is holding what is presumably the bock beer, but I’m not sure how to read the expression on their faces. It was created by German artist Moser Heinrich.

Beer In Ads #5072: Schaffhauser Bock Sign

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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 poster is for Falken Schaffhauser’s Bock, and was published in 1936. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a soldier standing in the snow, holding a pike, looking up at a glowing mug of beer in the sky above a medieval town like it’s a sign from the heavens. It was created by Swiss artist Arnold Oechslin.

Beer In Ads #5071: Schaffhauser Bock Maypole

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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 poster is for Falken Schaffhauser’s Bock, and was published in 1935. This one was made for the Bierbrauerei Falken Schaffhausen, or Falcon Brewery, of Schaffhausen, Switzerland. The brewery was founded in 1799, and is still in business today, and is “considered the only independent brewery in the Schaffhausen region,” and is Switzerland’s 5th largest brewery. This one is for their Schaffhauser Bock and shows a man climbing a maypole, presumably to steal the beer hanging from it. It was created by Swiss artist Arnold Oechslin.

Beer In Ads #5069: Hunting Season Opens Today

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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 not for a specific Bock Beer, but instead a half-page panel celebrating the opening of hunting season in Montana in 1907. It was published on September 1, 1907. With the headline: “To Lakes, Rivers and Hills They Go in Bunches in Quest of Game, Now That the Season is Open,” there are below that several hunting-themed cartoons, including one featuring “Teddy Roosevelt in Disguise” standing with his boot on the back of a bock beer goat. The goat is exclaiming, “Here’s Where Bock Beer Gets the Worst Of It.” This ad ran in The Anaconda Standard, of Anaconda, Montana.

Beer In Ads #5066: Old Dutch Lunch, Bock Beer, Ice Cream

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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 an Old Dutch Lunch, apparently consisting of Bock Beer and Ice Cream, which was published on August 29, 1919. It’s not mentioned which specific bock beer the Parlor Drug Store (who placed the ad) was serving, though it was apparently the “Coolest Place in Town.” It must have been near a military base since the ad also mentions they were in “Class A, as designated by the U.S. Army.” This ad ran in The Columbus Weekly Courier, of Columbus, New Mexico.