Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4804: M. Groh’s Sons Bock Beer

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This 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 M. Groh’s Sons Brewing Co. of New York City, New York, and was created in 1899, although the artist of this Chromolithograph is not known. The brewery was originally founded in 1878, and acquired by the Groh’s family in 1883 and remained in their hands until closing for good in 1916.

Beer In Ads #4803: Gottfried Krueger Bock Beer

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This 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 the Gottfried Krueger Brewery of Newark, New Jersey, and was created in 1886. 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.

Beer In Ads #4801: Bock Beer

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This 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 “Bock Beer,” but appears to be generic and not specifically for any particular brewery. I think it’s from the late 1800s or early 20th century, but I’m honestly not sure. It’s either an unsuspecting man in the beer cellar, mug of beer in hand with his lunch of bread and … what are those, turnips or rutabagas? He sits there slumped over, shoulders drooping with resignation. Does he know that there’s a mad goat behind him about to pounce or is completely unaware of his fate? Alternatively, it’s the world’s weirdest crime-fighting duo: Bock Man and Goat Boy!

Beer In Ads #4800: Pabst Bock Again!

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This 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 for the Pabst Brewing Co. originally founded in Milwaukee, Wisconsin. This poster for their “Bock Again!” was created in 1954 by an unknown illustrator or graphic designer.

Beer In Ads #4799: Pabst Bock Beer

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After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. 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 the Pabst Brewing Co. originally founded in Milwaukee, Wisconsin. This poster for their “Bock Beer” was created in 1936 by an unknown lithographer.

Beer In Ads #4798: Pabst Genuine Bock Beer

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After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. 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 the Pabst Brewing Co. originally founded in Milwaukee, Wisconsin. This poster for their “Genuine Bock Beer” was created in 1963, although I believe it may have ben based on earlier advertising art.

Beer In Ads #4795: Yuengling Bock

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After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. 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 was created for the D.G. Yuengling Brewing Co. of Pottsville, Pennsylvania and was created in 1890 by Louis Deutz.

Beer In Ads #4794: The Bock Beer Maid

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After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. 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 called “The Bock Beer Maid,” and was created in 1886 for the Phillip Best Brewing Co. of Milwaukee, Wisconsin, which would later be known as Pabst Brewing Co.

Beer In Ads #4788: Celebrated Bock Beer

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After taking a few months off from my “Beer in Ads” series, having finished documenting the Miss Rheingold ad campaign that lasted from 1941 to 1964, I thought it was time to bring back the ads, and decided to concentrate on Bock ads for the foreseeable future. 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 an unknown brewery somewhere in the United States, and was created in 1899.

Beer In Ads #4787: Farewell To Miss Rheingold 1965

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Wednesday’s ad is for “Rheingold Beer,” from 1965. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area and beyond. Miss Rheingold 1965 was chosen by a committee formed by the new owners of Rheingold Breweries — Pepsi-Cola — and last April they chose Sharon Vaughan to be Miss Rheingold 1965. Vaughan was born in Missouri, but moved to Washington state when she was five. She graduated from the University of Washington as a music major. While in college, she became Miss Washington and represented the state at the Miss America Pageant, where she was second runner-up. After college, she moved to New York City and attended Julliard. She began getting small parts in Broadway musicals, but also sang in nightclubs and appeared in television commercials. In 1965, she took a year off to become Miss Rheingold. Afterwards, she was cast in Funny Girl, and also appeared in the film a few years later. While in L.A. for filming she met talent agent Byron Lapin, whom she married. She also did some television, appearing on Bewitched and Get Smart. The couple later moved to St. Louis when he took over his family’s business. She passed away in December of 2023. With Miss Rheingold 1965, Sharon Vaughan, only appearing at in person events, Miss Rheingold as a concept seemed to fade away. There was very little about her in the news, as had been common in all the years before. I think because people saw her continually and consistently in advertising in both newspapers and magazines, appearances she made were more impactful. Once she was no longer featured in the advertising, the public seemed to quickly lose interest. So Rheingold’s new owners, Pepsi, discontinued the Miss Rheingold campaigns in what seems like a self-fulfilling prophecy. Sales peaked the year they bought the company and began sliding every year thereafter. Despite buying Ruppert Breweries, two years later, in 1967, they sold the breweries to Dawson Brewing of New Bedford, Massachusetts. For the next few years, Rheingold bounced around with at least five different owners until Stroh bought the brand in 1996. A relaunch was attempted in the late 1990s, but failed, and Stroh sold the Rheingold brand to Pabst in 1999.

As for Sharon Vaughan, the 26th and last last Miss Rheingold, who was all but invisible during her year, began by being a pageant queen, a Miss America runner-up, and did some modeling and even a little work on television after her Miss Rheingold year, before moving to St. Louis when her husband moved there to take over his family’s business. Since Rheingold didn’t use her very much, here’s a few photographs I found both before and after her year.

Sharon Vaughan during her time representing Washington state in the Miss America pageant.
Looking through a newspaper archive.
Getting her evening gown ready for the Miss America pageant.
Headshot.
I’m not sure which of the chorus girls she is, but Sharon Vaughan had been in the broadway show Funny Girl, and reprised her small role in the 1968 film.
In 1968, she also played a villain known as “Wanda” in an episode of “Get Smart” called “The Groovy Guru.“
In 1968 and 1969, she appeared in four episodes of “Bewitched” as four different characters, “Elaine Hanson, Lila Layton, Liza, and Miss Springer.” I’m not sure which of those characters this still is from.