Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5242: Tell Your Paw To Ask Hochgreves To Send A Case Of Their 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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Tuesday’s very odd ad is for Hochgreves Bock Beer, which was published on May 5, 1905. This ad was for the Hochgreve Brewing Co. of Green Bay, Wisconsin, which was originally founded in 1857 as the Bellevue Brewery by August Hochgreve and Henry Rahr. This ad ran in The Green Bay Press Gazette, also of Green Bay, Wisconsin.

Beer In Ads #5241: On And After Monday, May 4, A Very Excellent 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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Sunday’s ad is for an unspecified Bock Beer, which was published on May 4, 1868, making this one of the earliest ads I’ve found that used graphics in the advertisement. This one was did not specify which brewery made the bock, but instead was advertising a saloon located at 101 Bates Street owned and/or operated by a J. Strenlinger. This ad ran in The Detroit Free Press of Detroit, Michigan.

Beer In Ads #5240: Rieker’s Bock Beer Is Now On The Market

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Sunday’s ad is for Rieker’s Bock Beer, which was published on May 3, 1916. This ad was for the F.A. Rieker Brewing Co. of Lancaster, Pennsylvania, which was originally founded in 1867 as Stroebel, Senn & Klink. This ad ran in The Star-Independent of Harrisburg, Pennsylvania.

Beer In Ads #5239: The National Drink

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Saturday’s ad is for Doering & Marstrand Bock Beer, which was published on May 2, 1901. This ad was for  the Doering-Marstrand Brewing Co. of the Mount Pleasant area of Vancouver, British Columbia, in Canada, which was originally founded in 1892, though Charles Doering had been brewing in the area prior to that. This ad ran in The Daily News Advertiser of Vancouver, British Columbia, Canada. This is n odd ad, beginning with the text, which reads “The National Drink — of Great Britain is acknowledged to be beer, and of all the beers brewed there is none that can excel the bock beer made by Doering & Marstrand.” At first glance it sounds like they’re saying there’s no British bock beer as good as their own, but I don’t think that’s what they were trying to say, though it does seem like an awkward sentence. Then there’s the illustration, again for a Canadian brewery, comparing themselves to British beer, but the woman is wearing what sure looks like an American flag dress (or top) and hat.

Beer In Ads #5238: The First Of May Is Bock Beer Day

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Friday’s second ad is for Anheuser and Lemp’s Bock Beer, which was published on May 1, 1880. It’s unclear is this one beer, a collaboration between both Lemp and Anhueser-Busch, or two separate bock beers both arrived for May Day 1880. The latter seems the most likely despite the bottom of the ad stating that Chas. Schifferdecker was an [a]gent for the celebrated Anheuser and Lemp Breweries, Joplin, Mo.” So presumably then this ad was for both the Lemp Brewing Co., which was located in St. Louis, Missouri and was originally founded in 1840, and the Anheuser Busch Brewing Association, also of St. Louis, and having been founded in 1852 by George Schneider. This ad ran in The Joplin Herald, of Joplin, Missouri.

Beer In Ads #5237: May Day To-Day And This Is Bock Beer Day!

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Friday’s first ad is for Lemp Bock Beer, which was published on May 1, 1900. This ad was for the Lemp Brewing Co., which was located in St. Louis, Missouri and was originally founded in 1840. This ad ran in The El Paso Morning Times, of El Paso, Texas.

Beer In Ads #5236: Beverage Of The Gods!

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Thursday’s ad is for Dallas Bock Beer, which was published on April 30, 1905. This ad was for the Dallas Brewery of Dallas, Texas, which was founded in 1880 as the Wagenhauser Brewing Association. This ad ran in The El Paso Morning Times, of El Paso, Texas.

Beer In Ads #5235: The Buck Is Loose!

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Wednesday’s ad is for Weber’s Celebrated Bock Beer, which was published on April 29, 1881. This ad was for the Peter Weber’s Union Brewery of Madison, Indiana, which was founded in 1863. This ad ran in The Madison Daily Evening Star, also of Madison, Indiana. I do love the before and after illustrations.

Beer In Ads #5234: Bock Bier 28 April Bis 1 Mai

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Tuesday’s ad is for a number of different Bock Beers, which was published on April 28, 1888. This ad was for multiple breweries on a full page of ad each advertising their own seasonal bock beer. This ad ran in The Abend-Anzeiger, a German Language newspaper published in St. Louis, Missouri.

Beer In Ads #5232: Bock Bier Vom 27 April Bis 1 Mai

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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. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Monday’s first ad is for a number of different Bock Beers, which was published on April 27, 1899. This ad was for multiple breweries on a full page of ad each advertising their own seasonal bock beer. This ad ran in The Abend-Anzeiger, a German Language newspaper published in St. Louis, Missouri.