Beer In Ads #5363: Bock Orbec

September 29, 2026 By Jay Brooks Leave a Comment

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.

Tuesday’s poster is for Bock Orbec, which was created around 1899. This poster was made for, embarrassingly, a soft drink, which I didn’t realize until I started looking into the particulars of the poster. “Boisson Gazeuse à la Mode” translates as “Trendy Carbonated Drink.” Although one source refers to it as “a popular carbonated beverage and beer distributed by Maison Rigolet in Marseille.” Still, it was too cool of a poster so I decided to stay with it. Sorry, not sorry. The poster was created by Romanian poster artist, painter, and illustrator Jean de Paléologue, who often signed his name as PAL (or Pal), and the lithograph was printed by Imp. P. Vercasson, in Paris, France.

Historic Beer Birthday: C.L. Centlivre

September 27, 2026 By Jay Brooks 3 Comments

Today is the birthday of C.L. Centlivre (September 27, 1827-January 13, 1894). Centlivre was born in France, and settle in Fort Wayne, Indiana, where he founded the C.L. Centlivre Brewing Company with his brother, Frank. It was also known as the French Brewery and much later as the Old Crown Brewery.

The Wikipedia page for the Old Crown Brewing Corporation includes this short biography:

Charles Louis Centlivre was born in Dannemarie, Haut-Rhin, France, September 27, 1827. He was trained as a cooper (profession) and initially came to America in 1847, having settled in New Orleans, Louisiana. After a cholera epidemic he returned to France, returning to America via New York City with his father and two brothers. After living in Massillon, Ohio and working as a cooper in Louisville, Ohio, he founded a brewery in McGregor, Iowa in 1850 and operated it until he came to Fort Wayne, Indiana in 1862 and founded the C. L. Centlivre Brewing Company with his brother, Frank. He died in 1894 at the age of 67.

A statute of Centlivre that used to be on the brewery but now resides above a Fort Wayne restaurant.

The brewery was first known as the French Brewery when it was founded in 1862, but Charles L. Centlivre’s name was associated with it from the very beginning. In 1893, the name was formally changed to the C.L. Centlivre Brewing Co., which it remained until it was shut down in 1918 by the Indiana State Prohibition, two years before it was national. During Prohibition the brewery was called Centlivre Ice & Storage Co. After repeal in 1933, it was rebranded as the Centlivre Brewing Corp., until 1961, when it was changed to the Old Crown Brewing Co.. That was still its name when it closed for good in 1973.

Here’s a biography from “The Pictorial History of Fort Wayne,” published in 1917.

The website Fort Wayne Beer has a great account of the history of the Centlivre Brewery.

CHARLES LOUIS CENTLIVRE was french, Monsieur Centlivre (His surname has been anglicized to rhyme with “river”) was born in 1827 in Lutran, a small town in the northeast of France about nine miles from the German border and 90 miles south of the 349-year-old Kronenbourg Brewery in Strasbourg. When he was 12, his family father, stepmother, five siblings and a stepbrother-moved to neighboring Valdieu, where he apparently apprenticed as a cooper.
BON…JOUR AMERICA
Charles, along with his sister Celestine and stepbrother Henri Tonkeul sailed from France and arrived in the Port of New Orleans on December 24, 1850. Charles and Henri would soon relocate to Louisville, OH near Canton (now home of the NFL Hall of Fame), where they reportedly met up with other relatives, and where Charles found work as a cooper. In 1854 they were joined by Charles’ father, stepmother and younger siblings. It was here that Centlivre wed Marie Houma ire, a young French woman who spoke no English. The newlyweds had met by accident on a train reroute to Louisville. Marie had boarded the wrong train; she was supposed to be heading to Louisville, Kentucky’ Late in 1854 or early 1855, Charles and Marie moved to McGregor, Iowa, where he purchased some land. McGregor, located on the Mississippi, was becoming a hub where grain from Iowa and Minnesota was transported across the river and sent on to Milwaukee via railroad; by the 1870s it had become the busiest shipping port west of Chicago. A number of family members also moved to Iowa, including Centlivre’s brothers Francois and Denis, sister Celestine and his father Louis. Marie gave birth to their first two children, Amelia and Louis, in Iowa. Charles met Christian Magnus, a German emigrant and brewer, while in Dubuque County, Iowa. Magnus helped Centlivre start a brewery in Twin Springs, Iowa about 1857 and served as its foreman until 1858. Magnus was known to age beer in caves, which may be how Centlivre learned to lager beer. Also while in Twin Springs, Centlivre declared his intent to become a United States citizen. More than a brewer, Charles L. Centlivre was an entrepreneur, and while in Fort Wayne, Indiana, possibly to visit his stepbrother Henri Tonkeul, (Tonkel Road still exists in Fort Wayne), he saw a greater business potential than existed in Iowa. Fort Wayne had a large German population, a total population at the time of about 10,000, rail service connecting Fort Wayne to Chicago and Pittsburgh and three rivers from which to draw water and ice for brewing. In February 1862 he purchased 320 acres in Fort Wayne from Rufus French.

THE FRENCH BREWERY
It was here that Charles, his father, and his brother Frank literally built a primitive Brewhouse with their own hands. Located next to the St. Mary’s river on Lima Plank Road, now known as Spy Run Avenue, the French Brewery opened on September 27, 1862. By 1864 all the Centlivre property in Iowa would be sold. Charles’ brother Denis relocated to southwestern Wisconsin and established the Platteville Brewery in the town of the same name. In Fort Wayne, the French Brewery grew in both size and popularity, and the Centlivre’s continued to purchase land there to expand the brewery and other ventures. A malting plant was installed at the brewery in 1868. In 1869 Louis Centlivre had a deed drawn up that granted his son 80 additional acres of land and all the buildings and stock contained thereon. For nine years the Centlivre family, which numbered as many as nine, lived in a section of the brewery until a family home was built in 1871. With the 1871 Chicago fire and the destruction of many Chicago breweries, Charles saw an opportunity to recruit Peter Nussbaum as Brewmaster at the French Brewery. Nussbaum, who had learned his craft in Luxembourg, accepted the position. Until his arrival, the only products of the French Brewery were French Lager and Excelsior. Nussbaum added XX Brand, Bohemian, Munchener, and Kaiser to the brewery’s menu. Centlivre Special and Nickel Plate replaced the latter two. Nussbaum served as a Brewmaster for the Centlivre brewery for 37 years and worked for three generations of the family. Less than half a mile south of the brewery is Nussbaum Street, where “Herr Nussbaum” lived. Centlivre was continually improving his brewing facilities. He erected a new bottling plant, one of the first in the area, in 1876. Two years later, the brewery received Fort Wayne’s first artificial refrigeration units. The French Brewery produced approximately 500 barrels of beer in its first year of operation. By 1880, popularity and expansion ramped that number up to 20,000 barrels annually. In the late 1870s and early 1880s the Centlivre family turned 28 acres along Spy Run Ave. into Centlivre Park, a place for families to gather and enjoy picnics, sports and music. Rowboats could be rented for $1.00 a day, and, of course, Centlivre Beer was available for a modest price.

The Centlivre’s had a strong interest in boating. Charles’ son Joseph rowed competitively until he developed typhoid after his skiff was swamped during a race in the Detroit River. Joseph died in September 1882; just four years later Marie Centlivre passed after a brief illness. By the mid- 1880s Charles Centlivre was preparing his remaining sons to run the brewery. Charles F. was a delivery clerk and then superintendent of the bottling works; Louis Alphonse worked as the brewery manager. Daughter Amelia’s husband, John Reuss, became the French Brewery’s corporate secretary and treasurer. In spring 1887 construction of the C. L. Centlivre Street Railway Co. began. Two rail cars would replace the old horse-drawn trolleys that took people to Centlivre Park. The line also played a role in the brewery’s business, as it carried beer deliveries to the Nickel Plate Railroad station and saloons downtown. Later that year the family celebrated another milestone. On August 6, Charles Louis Centlivre, now 60 years old, became a naturalized U.S. citizen.

Also, Hoosier Beer has some additional information about the brewery’s history.

Here’s another short account from Field Tripper:

In 1862 a French immigrant, Charles L. Centlivre, established one of Fort Wayne’s most well-known industries on the west bank of the St. Joseph River, just north of where the State Street Bridge crosses the river. Known initially as the “French Brewery,” Centlivre’s enterprise, along with the Berghoff Brewery on the east side of town, made Fort Wayne a leading beer producer in the Midwest by the end of the nineteenth century. Employees of the brewery honored the founder by placing a statue of Charles Centlivre on top of the factory building. The brewery ceased operations in 1974, and the business-related buildings were subsequently razed. The 1888 Queen Anne–style Charles Centlivre residence that appears in this view could still be seen as of 2000 on Spy Run Avenue north of the intersection with State Street. A used car lot, as of 2000, occupied the site where the brewery once stood.

Historic Beer Birthday: Peter Littig

August 26, 2026 By Jay Brooks

Today is the birthday of Pierre ‘Peter’ Littig Sr. (August 26, 1794-August 3, 1881). He was born in Spechren, Lorraine, France and was a war hero in his native France, serving in Napoleon’s army. He apparently engaged in heroic actions during the Battle of Leipzig in 1813 and again in 1815 during the Battle of Ligny in Namur, Wallonia, Belgium. He also took part in the Battle of Waterloo on Sunday, June 18, 1815. The following February 15 in 1816, when he was 21, he married Anne Marie “Mary” Blaser in his home town. His three eldest sons were born there, too, followed by a daughter when they were living in Paris. By March of 1836, the family left France and settled in the francophone community of Orleans Parish in New Orleans, Louisiana. Unfortunately, his wife died of malaria the same year. Fearing for his children’s safety, he moved the kids and they relocated to Davenport, Iowa briefly, before moving again (maybe) across the river to nearby Rock Island, Illinois, where he married Sidona Bomberg. They had four children together. She passed in 1853, and the following year he married Mary Bailey.

In 1854, along with his son, Peter Littig Jr., he opened a brewery they called the Peter Littig, Sr. & Jr., Brewery and traded under the name Atlantic Brewery. They only operated the brewery for four years before selling the business to Joseph Schmid. The brewery went through two more owners before closing for good in 1897.

This is his obituary from The Morning Democrat of Davenport, Iowa:

And this history is from the an 1882 history of the county where he lived:

Beer In Ads #5321: Bock Des Houillères

August 14, 2026 By Jay Brooks

Friday’s poster is for Bock Des Houillères. It was created around the 1920s, and was most likely made for Brasserie des Houillères, which was located in Allouagne in northern France, in the Nord-Pas-de-Calais mining basin, or possibly for a regional coal-mining-linked or cooperative brewery known as houillères. The poster was printed by Publicité Savoye-Godin in Lille, France.

Historic Beer Birthday: St. Arnulf of Metz

August 13, 2026 By Jay Brooks

While records going back this far in time are notoriously unreliable, some sources put the birthday of St. Arnulf of Metz at August 13, 583 C.E., such as Find-a-Grave, among others. He’s also known as Anou, Arnould, Arnold of Metz, and his feast day is July 18. Although even the year is not settled, and some sources give it as 580 or 582 C.E., so the actual likelihood that any of this is correct is pretty low.

“Saint Arnulf of Metz (c. 582 – 640) was a Frankish bishop of Metz and advisor to the Merovingian court of Austrasia, who retired to the Abbey of Remiremont. In French he is also known as Arnoul or Arnoulf. In English he is also known as Arnold.” Metz is located in northeastern France.

Also, Arnulf is one of at least three patron saints of brewers with similar names, although he is the oldest, and essentially first one. That’s one of the reasons I chose his feast day, July 18, for the holiday I created in 2008, International Brewers Day.

The Saint Arnold most people are familiar with is Arnold of Soissons, and he’s from much later, almost 500 years, and is thought to have been born around 1040 C.E. Less is known about the third, St. Arnou of Oudenaarde (or Arnouldus), and he’s also a patron saint of beer and specifically Belgian brewers, because Oudenaarde is in Flanders. His story takes place in the 11th century.

Here’s his bio from Find-a-Grave:

Saint Arnulf of Metz (c 582 — 640) was a Frankish bishop of Metz and advisor to the Merovingian court of Austrasia, who retired to the Abbey of Remiremont.
Saint Arnulf of Metz was born of an important Frankish family at an uncertain date around 582. In his younger years he was called to the Merovingian court to serve king Theudebert II (595-612) of Austrasia and as dux at the Schelde. Later he became bishop of Metz. During his life he was attracted to religious life and he retired as a monk. After his death he was canonized as a saint. In the French language he is also known as Arnoul or Arnoulf. Arnulf was married ca 596 to a woman who later sources give the name of Dode or Doda, (whose great grandmother was Saint Dode of Reims), and had children. Chlodulf of Metz was his oldest son, but more important is his second son Ansegisen, who married Saint Begga daughter of Pepin I of Landen.
Arnulf was canonized as a saint by the Roman Catholic Church. In iconography, he is portrayed with a rake in his hand.
He was the third great grandfather of Charlemagne.

Metz_Cathedral_002 — St. Arnulf in the Metz Cathedral.

The Legend of the Beer Mug

It was July 642 and very hot when the parishioners of Metz went to Remiremont to recover the remains of their former bishop. They had little to drink and the terrain was inhospitable. At the point when the exhausted procession was about to leave Champigneulles, one of the parishioners, Duc Notto, prayed “By his powerful intercession the Blessed Arnold will bring us what we lack.” Immediately the small remnant of beer at the bottom of a pot multiplied in such amounts that the pilgrims’ thirst was quenched and they had enough to enjoy the next evening when they arrived in Metz.

And here’s another account from Nobility and Analogous Traditional Elites:

During an outbreak of the plague a monk named Arnold, who had established a monastery in Oudenburg, persuaded people to drink beer in place of water and when they did, the plague disappeared.
Arnold spent his holy life warning people about the dangers of drinking water. Beer was safe, and “from man’s sweat and God’s love, beer came into the world,” he would say.
The small country of Belgium calls itself the ‘Beer Paradise’ with over 300 different styles of beer to choose from. Belgium boasts of centuries old tradition in the art of brewing. In the early Middle Ages monasteries were numerous in that part of Europe, being the centers of culture, pilgrimage and brewing. Belgium still has a lot of monasteries and five of these are Trappist, a strict offshoot of the Cistercian order, which still brews beer inside the monastery.
During one outbreak of the plague St. Arnold, who had established a monastery in Oudenburg, convinced people to drink beer instead of the water and the plague disappeared as a result. Saint Arnold (also known as St. Arnoldus), is recognized by the Catholic Church as the Patron Saint of Brewers.
St. Arnold was born to a prominent Austrian family in 580 in the Chateau of Lay-Saint-Christophe in the old French diocese of Toul, north of Nancy. He married Doda with whom he had many sons, two of whom were to become famous: Clodulphe, later called Saint Cloud, and Ansegis who married Begga, daughter of Pépin de Landen. Ansegis and Begga are the great-great-grandparents of Charlemagne, and as such, St. Arnold is the oldest known ancestor of the Carolingian dynasty.
St. Arnold was acclaimed bishop of Metz, France, in 612 and spent his holy life warning people about the dangers of drinking water. Beer was safe, and “from man’s sweat and God’s love, beer came into the world,” he would say. The people revered St. Arnold. In 627, St. Arnold retired to a monastery near Remiremont, France, where he died on August 16, 640.
In 641, the citizens of Metz requested that Saint Arnold’s body be exhumed and ceremoniously carried to Metz for reburial in their Church of the Holy Apostles. During this voyage a miracle happened in the town of Champignuelles. The tired porters and followers stopped for a rest and walked into a tavern for a drink of their favorite beverage. Regretfully, there was only one mug of beer to be shared, but that mug never ran dry and all of the thirsty pilgrims were satisfied.

A modern portrait of St. Arnulf by American artist Donna Haupt.

Beer In Ads #5304: Heute Bockbier!

July 28, 2026 By Jay Brooks

Tuesday’s ad was created for another Heute Bock, which was published around 1880. Heute in German means “today” and humorously Google translates the full text as “Today I’m Crazy.” This poster was made for an unspecified German brewery since in 1880 Alsace was part of Germany. The chromolithograph is marked as “413” although it’s identified not by the initials “C.A.W.,” but “Burckardt’s Nachfolger, Wissembourg, Germany,” according to one source, although Google translate gives this as the text at the bottom of the poster: “Printed and published by C. Burkard’s Successors (R. Ackermann), Weissenburg (Alsace).” And another source claims it was “Published by Wentzel,” though no idea where they got that from.

Beer In Ads #5271: Bock Thillier

June 17, 2026 By Jay Brooks

Wednesday’s work was created for “Bock Thillier,” which was published in 1926. It was created for the Brasserie Paul Thillier Fruges of Pas-de-Calais, France, which was founded in 1881. This poster was done by Editions Bachollet of Paris, France.

Historic Beer Birthday: Harry MacElhone

June 16, 2026 By Jay Brooks

Today is the birthday of famed bartender and bar owner Harry MacElhone (June 16, 1890-September 16, 1996) who opened the famous Harry’s New York Bar in Paris, France in 1911.

“Harry MacElhone was a defining figure in early 20th-century bartending, most famous for his role at Harry’s New York Bar, which he bought in 1923. Born in Dundee, Scotland, on 16 June 1890, he published books including Harry’s ABC of Mixing Cocktails and Barflies and Cocktails.

MacElhone also worked at Ciro’s Club in Deauville and the Plaza Hotel New York. He is often credited with inventing many cocktails, including the Bloody Mary, sidecar, the monkey gland, the White Lady, the boulevardier, and an early form of the French 75. As of 2011, his descendants continued to run Harry’s Bar.”

harry-macelhone-ciros — Harry (at right) as head barman at Ciro’s in London.

Harry’s New York Bar was originally founded by American jockey Tod Sloan, who so wanted to create the atmosphere of a New York saloon that he actually bought one in New York, had it dismantled, shipped to Paris and rebuilt it where it stands to day at 5 rue Daunou (Sank Roo Doe Noo). It’s original name was simply the New York Bar when it opened on Thanksgiving Day in 1911.

harrys-nybar — Harry’s New York Bar in Paris.

Sloan initially hired a Scottish bartender from Dundee named Harry MacElhone to run it, who twelve years later bought the bar in 1923 and added his first name to it. Shortly after opening, it began attracting American expatriates and celebrities, including such “Lost Generation” writers as F Scott Fitzgerald, Gertrude Stein and Ernest Hemingway. George Gershwin supposedly wrote “An American In Paris” there, and it has been visited by many movie stars over the years, from Humphrey Bogart to Clint Eastwood. In the book Casino Royale, Ian Fleming’s character Bond said it the best place in Paris to get a “solid drink.” It’s also where the Bloody Mary was first conceived, as well as the White Lady and the Sidecar.

A few years ago, Harry’s New York Bar celebrated its 100th anniversary and there were articles detailing the place, such as Harry’s Bar: The Original and A century of Harry’s Bar in Paris, by the BBC.

Historic Beer Birthday: John the Fearless

May 28, 2026 By Jay Brooks

Today is the birthday of John the Fearless (May 28, 1371–September 10, 1419). He was “also known as John of Valois and John I of Burgundy, [and] was Duke of Burgundy from 1404 to 1419. He was a member of the Burgundian branch of the Valois Dynasty. For a period of time, he served as Regent of France on behalf of his first cousin King Charles VI of France, who suffered from severe mental illness.”

Here’s another short biography from the University of Ohio’s eHistory:

Philip the Good John earned the moniker Fearless during a crusade he attempted to lead against the Turks in Nikopol in 1396. The Crusaders were defeated and John was captured. He was ransomed a year later. At the age of 33 he succeeded his father as duke. During the battle of Agincourt he was noticeably missing. During the next few years he negotiated with Henry V but no firm alliance was ever struck. He was assassinated in 1419 by partisans of the the dauphin Charles (later King Charles VII) during a negotiation session.

The origin of Gambrinus is “most widely believed to be John the Fearless (1371–1419), who some also believe to be the inventor of hopped malt beer.”

This speculation is written by Hugh Evans for the Homebrew Emporium:

The second historical figure who may have been mythologized into Gambrinus was John the Fearless (1371-1419), Duke of Burgundy. While Burgundy was known then as now more for wine than beer, it too produced a lot of ale. More surprising, John the Fearless is credited with being influential in the introduction of hops to European brewing. Prior to the use of hops, European brewers used a collection of herbs called Gruit to provide a bitter component to beer, as well as to help stabilize it. John Duke of Burgundy appears to have encouraged brewers in his fiefdoms to switch to using hops during his reign, reinforcing a trend that was already spreading across the continent.

And this is from the Lord of the Drinks:

An alternative name is John the Fearless (1371-1419), who was Duke of Burgundy. This John was also quite fond of long drinking sessions. Plus under his reign the use of hops in beer was legalized in several areas in Belgium. Since the mythical Gambrinus is said to have introduced hops, this could be a clear indication. Although hops was already used in nearby areas before John, and all together it took about 500 years before this ingredient had found its way to all corners of “the Lowlands”.

Historic Beer Birthday: Christian Weyand

May 11, 2026 By Jay Brooks

Today is the birthday of Crétien “Christian” Weyand (May 11, 1826-August 7, 1898). He was born in France as Cretien Weyand, but came to the U.S. when he was 21, settling in the Buffalo area of New York. He was originally a shoemaker, but when he was forty years old, he co-founded the Main Street Brewery, along with a partner, John Schetter, who he eventually bought out in 1873. In 1890, the brewery was incorporated as the Christian Weyand Brewing Co. and remained in business until closed by prohibition in 1920.

Here’s a short biography from Find-a-Grave:

Weyand, Christian, was born in Lorraine, France, May 11, 1826, attended the common schools, and in the spring of 1847 came to America and settled in Buffalo, where he has since resided. He followed the shoemaker’s trade for some time, and then in 1866 engaged in the brewing business with a partner.
In 1873 he became sole owner of the establishment on the corner of Main and Goodell streets, and in a few years built up one of the largest and best breweries in Western New York. In May 1890, the Weyland Brewing Company was incorporated with C. Weyand. president; John A. Weyand, vice-president and manager; and Charles M. Weyand, secretary, and treasurer. Mr. Weyand is probably the best-known brewer in Buffalo. He is a prominent, public-spirited citizen, widely esteemed and respected, and has always enjoyed the confidence of all who know him. May 9, 1852, he married Magdalena Mayer of Buffalo.

And this is his obituary from the American Brewers Review:

This short history of Christian, and the brewery, is from the “1897 Brewers Convention Buffalo NY,” published by the Buffalo Brewers Association:

Christian Weyand Brewing Company.
In 1866, Christian Weyand established the business now conducted by The Christian Weyand Brewing Company. Mr. Weyand is a native of France, having been born in the province of Lorraine a little more than seventy years ago. There he spent his youth and received his education; but in his twenty-first year he left Lorraine for the wider opportunities of the New World, landing in New York just fifty years ago. He soon found his way to Buffalo, but it was nearly twenty years before he began the business with which his name is now so intimately connected in the minds of all Buffalonians. During these years he worked as a shoemaker — at first as an employee, and later in a shop of his own.
Mr. Weyand, with a partner, began the brewing business in a small way, with little capital and a poorly equipped plant; but the purest and best of barley malt was used from the start, and improved machinery was introduced as fast as the necessary capital could be secured. In 1873. Mr. Weyand assumed entire charge of the business, and applied himself vigorously to the task of building up a model brewery. His efforts met with entire success, and in a few years his establishment became one of the first in its line in Buffalo — a city that boasts of many fine breweries. In 1890, he organized the business into a stock company, called The Christian Weyand Brewing Company, of which he is president, his son, John A. Weyand, vice-president and manager, and another son, Charles M. Weyand, secretary and treasurer. Since then the business has materially increased, and in 1896-97 it became necessary to make extensive additions to the plant. The new buildings on the corner of Main and Goodell streets, built of buff terra cotta elaborately ornamented in Renaissance style, are exceedingly handsome; and it is now one of the best-equipped breweries in the country.