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 not technically for a specific Bock Beer. Instead it’s an captioned photo that was published on and around June 24, 1924 as part of the coverage of the Democratic National Convention, which was held that year in Washington, D.C. When I searched today for Bock ads, this photo repeated endlessly in too many newspaper across the country to count. In all my searching this year, this one hands down was published in the most newspapers. This specific one ran in The Washington Daily News, of D.C. Who knew the Democrats once used a goat as their mascot? Not me, that’s for sure.