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.