Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4887: Feigenspan’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.

Thursday’s ad for “Feigenspan’s Bock Beer,” was created around 1890 (sources vary between 1895 and 1917) for the Feigenspan Brewing Co. of Newark, New Jersey, owned by Christian William Feigenspan. The chromolithographer was Robert A. Welcke, who “was a photolithographer active in New York in the latter part of the 19th century and early 20th century.” Welcke was born in Wronke, Poland, which was then part of Prussia, but emigrated to New York City in 1869. He then went into the lithography business with his brother, Edward Welcke, who’d arrived a decade earlier. “After a split between the brothers during the economic depression of the late 1870s, Robert Welcke continued in business on his own. Welcke’s firm, Robert A. Welcke Offset Company, was based at 176 William Street.” His corpus ranges from real estate maps of New York and Connecticut to illustrations on Flemish Renaissance interiors to government maps and brochures to decorative sheet music covers. Following Welcke’s death, the firm was taken over by his daughter, Olga Welcke, who, alongside William Jugens, managed it until the outbreak of World War II (1939 – 1945).”

Beer In Ads #4886: The Boss Lager

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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 for “Bock” was created for the Jacob Wirth, a restaurant at 60 Elliot Street in Boston, Massachusetts. While it’s titled “The Boss Lager,” there are several references and mentions of bock. The poster depicts a strongman astride a giant beer bottle, holding a wood cask on his shoulder, all while the bottle is affixed to a large goat. The restaurant is shown on the right, and in the street next to the goat, a man with muttonchops is pouring a beer for Uncle Sam. There’s also a crowd of people on the left, including several more goats, and at least one of them is shouting: “No use!! We can’t Bock it!!! Let’s get!” The lithograph was created in 1877, and was published by A. Trochsler & Co. Lithographers, who were located at 292 Washington Street in Boston.

Beer In Ads #4885: Feldschlösschen 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.

Tuesday’s ad for “Bock” was created for Feldschlösschen Bock, though I’m not sure which brewery commissioned it. There is a Feldschlösschen in Dresden, Germany which apparently been brewing there since 1858. I only remember Radebgerger being (near) there when I visited Dresden in the early 2000s. Another source claims it’s for the “Feldschlösschen Bock brewery in Aarau, Switzerland,” but it seems unlikely there would have been two breweries so close to one another with the same name. The lithograph was created around 1910, and was published by A. Trüb & Cie, and they were located in Aarau, Switzerland. “A.Trüb & Cie started in 1859 in the Swiss town of Aarau as a printing shop. In 1880, the control of the business passed on to Jakob Müller who, in 1884, entered into an association with August Trüb. In 1890, the company operated 8 printing presses and employed 60 workers. Its owners wanted to expand the business and bought a smaller printer in Lausanne.” They are known today primarily for the luggage labels, but it order to compete in Europe hired Italian artists like L. Edel, Jakob Nohl, P.Tanner, E.Lutz, and K.Frey,, although which one, if any, created this poster is anybody’s guess.


Beer In Ads #4884: Pfaff’s 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.

Monday’s ad for “Bock” was created for the H. & J. Pfaff Brewing Co., which was located in Boston Massachusetts. They were in business from 1857 until 1918. The lithograph was created in 1877, and was published by A. Trochsler & Co. Lithographers, also of Boston. The artist who created it was Charles Wellington Reed, who in addition to his work as an illustrator and artist, he was also at the Battle of Gettysburg, where he received the Medal of Honor for bravery.

Beer In Ads #4883: Bock Bier In Color

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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 for “Bock” depicts what looks like a blind goat holding a large mug of beer while leaning over a wooden cask with “Bock Bier” carved into it. The hand-colored lithograph was created in 1880.  The lithographer was H. Schile & Co. of 18 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company.

Beer In Ads #4882: G.F. Burkhardt’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.

Saturday’s ad for “Bock” was created for the G.F. Burkhardt Brewing Co., which was located in Boston Massachusetts. They were in business from 1850 until 1918. The lithograph was created in 1877. The artist who created it was Charles Wellington Reed, who in addition to his work as an illustrator and artist, he was also at the Battle of Gettysburg, where he received the Medal of Honor for bravery.

Beer In Ads #4881: Minneapolis Brewing 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 for “Bock” was created for the Minneapolis Brewing Co., which today is known as Grain Belt. I love the text on the flag. “Northwestern Beer brewed from Northwestern Grain for Northwestern People. The lithograph was created in the 1890s, though I don’t know who the lithographer was that produced it.

Beer In Ads #4880: Centennial Bock Bier

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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 for “Bock” depicts a well-dressed goat raising a toast to America’s centennial, with the title: “Centennial Bock Bier. The Best, Can Be Had Here.” The lithograph was created in 1876. The lithographer was the famous Currier & Ives, located at 125 Nassau St., New York. They were a “printmaking business operating from 1835 to 1907. Founded by Nathaniel Currier, the company designed and sold inexpensive hand-painted lithographic works based on news events, views of popular culture and Americana. Advertising itself as “the Grand Central Depot for Cheap and Popular Prints,” the corporate name was changed in 1857 to “Currier and Ives” with the addition of James Merritt Ives.”

Beer In Ads #4879: Pyramida 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.

Wednesday’s ad for “Bock” depicts a woman jumping up onto a pyramid of wooden kegs, possibly to escape the goat nipping at her heels. The poster is inexplicably titled “Bock, Pyramida No. 198.” Does that mean there are at least another 197 of these? The chromolithograph was created in 1894. The lithographer was H. Schile & Co. of 269 Bowery in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company.

Beer In Ads #4878: Goat’s Head 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 for “Bock” depicts a happy-looking goat up on his hind legs,m with the text below him: “Bock Beer.” The lithograph was created in 1880. The lithographer was L. Kraemer Litho. of Brooklyn, New York.