Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4900: Braumeister Genuine Bock Beer

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Last 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.

Wednesday’s ad is is for Braumeister Genuine Bock, and is from March 5, 1956. The brewery was the Independent Milwaukee Brewery of Milwaukee, Wisconsin, which was founded in 1901 by five partners: Henry N. Bills, William Gutknecht, Charles Evers, Emil Czarnecki, and William Jung. It’s flagship brand was Braumeister. The survived Prohibition and lasted until 1962, when the G. Heileman Brewing Co. of nearby Lacrosse bought the brewery and closed it down the following year. But in 1954, they claimed to have the only “Genuine” bock beer in Milwaukee.

Beer In Ads #4899: Narragansett Bock Beer

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Last 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 is for Narragansett Bock Beer, and is from 1942. The brewery was the Narragansett Brewing Co. of Providence, Rhode Island, which was founded in 1890. Monday was the birthday of Theodore Geisel, better known as Dr. Seuss. Before he started writing popular children’s books, he worked for a number of years doing illustrations and art for various company advertising campaigns, including for a couple of beer companies, like this one for Narragansett.

Beer In Ads #4898: Schaefer Beyond Bock Beer

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Last 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 is for Schaefer Bock Beer, and is not from 1940, but is undoubtedly is a fake someone made over the last few decades based on the Dr. Seuss’ book, “On Beyond Zebra!,” which was published in 1955. But keeping in the spirit of Theodor Geisel‘s birthday yesterday, I thought why not. It’s pretty well done.vThe brewery was the F. & M. Schaefer Brewing Co. originally of New York, New York, which was founded in 1842. Today is the birthday of Theodore Geisel, better known as Dr. Seuss. Before he started writing popular children’s books, he worked for a number of years doing illustrations and art for various company advertising campaigns, including for a couple of beer companies, like the one I shared yesterday for Schaefer.

Beer In Ads #4897: Schaefer Bock Beer

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Last 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.

Sunday’s ad is is for Schaefer Bock Beer, and is from 1940. The brewery was the F. & M. Schaefer Brewing Co. originally of New York, New York, which was founded in 1842. Today is the birthday of Theodore Geisel, better known as Dr. Seuss. Before he started writing popular children’s books, he worked for a number of years doing illustrations and art for various company advertising campaigns, including for a couple of beer companies, like this one for Schaefer.

Beer In Ads #4896: Centlivre Bock

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Last 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 is for Centlivre Bock, and is from March 1, 1940. The brewery was the C.L. Centlivre Brewing Co. of Fort Wayne, Indiana, which was founded in 1862 by Charles l. Centlivre. It went through several name changes until 1970, when it closed, however it was recently relaunched by the Centlivre family as Centlivre Beer. It’s a busy ad with a lot going on, but they definitely leaned into being a limited run. “Only 12,000 cases!”

Beer In Ads #4895: Pschorr-Braü Mai Bock

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Last 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 is for Pschorr-Braü Mai Bock, and is from 1913. At that time, it was the Pschorr-Bräu, but after a merger in 1972 with the Hacker Brewery it became known as the Hacker-Pschorr Brewery. This poster was created by Carl Moos, a well-known German-Swiss graphic artist, who was best known for his travel and skiing posters.

Beer In Ads #4894: Piel’s Light Bock

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Last 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.

Thursday’s ad is is for Piel’s Light Bock Beer, and is from March of 1949. While I’m aware of lighter colored bocks not being uncommon, this is the first time I’ve seen one advertised as a “light bock.” Piel’s Brewing was founded in 1883 in Brooklyn, but by the 1960s they started closing breweries and by 1973 they were all shut down, and the brand sold to another conglomerate. The brand tried to restart in 2018, but it must not have lasted long because of their new social channels ar dormant. I do quite love the gnomes with the goats.

Beer In Ads #4893: National Bock Beer Fight

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Last 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 depicts a goat fight, apparently to the death, as the victor head butts the other goat over the ledge of a cliff. Standing behind and watching this epic battle are personifications of the major nations of the time, all with mugs of Bock beer in their hands. The Library of Congress mentions a connection to the F. Klemm Brewery of Baltimore, Maryland, although it’s fairly subtle and not all obvious. In the bottom right-hand corner is the following text, quite tiny: “Published by F. Klemm, No. 429 Central Ave., Baltimore, MD.” The chromolithograph was created in 1878. The lithographer was A. Hoen & Co., of 75 Second St., in Baltimore, Maryland. “A. Hoen & Co. was a Baltimore, Maryland-based lithography firm founded by Edward Weber in the 1840s as E. Weber & Company. When August Hoen took it over following Weber’s death, he changed the name and built the company into one of the most prominent in the industry at the time.”

Beer In Ads #4892: Neuweiler’s Bock Beer

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Last 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 “Neuweiler’s Bock Beer,” and was created in 1939. Neuweiler Brewery was located in Allentown, Pennsylvania and was founded in 1900. It closed in 1968.

Beer In Ads #4891: American Brewing Co. Bock Beer

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Last 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 “American Brewing Co. Bock Beer,” and the chromolithograph was created in 1890. The American Brewing Company was located in St. Louis, Missouri, and was founded in 1857 as the Excelsior Brewery by Charles Hoelzle. In 1890, it was bought by Oscar Henry Jr. and Hugo Koehler.