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Historic Beer Birthday: Joseph Bosch

February 11, 2025 By Jay Brooks

bosch
Today is the birthday of Joseph Bosch (February 11, 1850-January 9, 1937). He was born in Achim, Lower Saxony, Germany, the son of a brewer, but came to America in 1854. They started in New York, but moved to Lake Linden, Michigan in 1862, and a few years later began training as a brewer. In 1874, he came back to Michigan, and started his own brewery, the Torch Lake Brewery, which eventually became known as the Bosch Brewing Co. It survived prohibition, but Bosch died in 1937. His two grandsons took over management of the company, and it stayed in business until 1973, when their labels were sold to the Jacob Leinenkugel Brewing Company.

Joseph_bosch

Here’s some biographical information from Wikipedia:

Joseph Bosch was born in Baden, Germany in 1850. He emigrated to New York with his family when he was four, then moved to Wisconsin at the age of twelve, where his father was a brewer. In 1867, the family moved to Lake Linden; there, Bosch worked as a miner of the Calumet & Hecla company. However, he harbored the desire to become a brewmaster, and travelled to Milwaukee, Wisconsin to work at the Schlitz Brewery, then on to Cleveland, Ohio and Louisville, Kentucky before returning to Lake Linden in 1874 to found the Torch Lake Brewery. Two years later he admitted business partners and changed the name to Joseph Bosch & Company. In 1894 he again changed the name, this time to Bosch Brewing Company, and in 1899 the brewery was the largest in the Upper Peninsula, with a capacity of 60,000 barrels annually.

Bosch was also the president of Lake Linden’s First National Bank, organized in 1888, and participated in various mercantile enterprises, including those carried on in the Joseph Bosch Building.

Bosch-brewing-co

And there was this at the Van Pelt and Opie Library at Michigan Tech:

Joseph Bosch, founder of the Bosch Brewing Company, had always yearned to enter the brewing industry. He had learned much from his father, a brewer in his native country of Germany, who had brought the family to Lake Linden, Michigan in 1867. A desire for more knowledge and experience led the young Bosch to Cleveland, Fort Wayne and finally Milwaukee, where he worked for the Schlitz brewery. He returned to Lake Linden in 1874, erected a small wooden building and began brewing operations as the Torch Lake Brewery, Joseph Bosch & Company. Bosch operated the brewery on his own for the first two years, but in 1876 admitted several men on a partnership basis. The company continued as a partnership until around 1894, when the reorganized firm issued stock under its new name, the Bosch Brewing Company. The company continued in operation for nearly a century, closing the last of its facilities in 1973.

In the early years of brewing in Michigan’s Upper Peninsula, little if any beer was sold in bottles. Bosch saw the potential of this packaging, however, and the company began bottling on a small scale before 1880. By 1883, the original wooden building in Lake Linden had been enlarged and the company was producing 4,000 barrels of beer annually, one quarter of which was bottled. The brewery was completely destroyed in a great fire that swept through Lake Linden in 1887, but the demand for its product fired quick construction of new facilities. By the turn of the century the Bosch Brewing Company had brewing facilities in Lake Linden and Houghton, as well as branches and storehouses in Calumet/Laurium, Hancock, Eagle Harbor and Ishpeming. Having survived the difficult years of prohibition, the company finally closed the Lake Linden facility in favor of the better-situated facilities in Houghton.

Stressing the relationship of its product and the community, the Bosch Brewing Company featured many local themes in its advertising. Promotional phrases such as the “Refreshing as the Sportman’s Paradise” kept the small brewery close to the hearts of Copper Country natives and visitors from farther afield. The company found itself increasingly unable to compete locally with the larger breweries of Milwaukee and St. Louis, however, and the last keg of beer was ceremoniously loaded onto a wagon for delivery to a local tavern on Friday, September 28, 1973.

Bosch-wagon

This is from the “History of the Upper Peninsula of Michigan,” published in 1883:

JOSEPH BOSCH & CO., proprietors of Torch Lake Brewery. This business was organized in 1874, and is owned one-half by Joseph Bosch, the other by Joseph Wertin & Sons, of Hancock; 4,000 barrels of beer. are manufactured annually, 1,000 of which is bottled. Joseph Bosch was born in Baden, Germany, February 13, 1850, and came to America with his parents in 1854; he spent nine years in New York City, and then removed to Port Washington, Wis., where he learned the brewing business with his father. In 1867, in company with his father, he came to Torch Lake, and erected the first house in what is Lake Linden; he worked four years at the Hecla Stamp Mill. In 1874, he built the brewery; he was married at Hancock in January, 1875, to Miss Mary, daughter of Joseph Wertin. Mrs. Bosch was born in Austria. They have a daughter — Mary.

Ulmer-Style-Beer--Labels-Bosch-Brewing-Company

And finally, here’s a longer biography of Bosch from “Biographical Sketches of Leading Citizens of Houghton, Baraga and Marquette Counties, Michigan,” published in 1903:

Bosch-bio-1
bosch-brewery-early
Bosch-bio-2
Bosch-bio-3
Bosch-bio-4

Bosch-pity-pilgrims

Bock-Edge-Labels-Bosch-Brewing-Company

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Germany, History, Michelob

Beer In Ads #2749: Good Taste Runs In The Family

August 31, 2018 By Jay Brooks


Friday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1969, and features the headling “Good Taste Runs In The Family,” and shows the family of draft, bottles, and cans. And, of course, at the bottom of the ad, is the tagline “In Beer, Going First Class Is Michelob. Period.”

Michelob-1969-family

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2748: Dedicated To The Proposition That All Beers Are Not Created Equal

August 30, 2018 By Jay Brooks


Thursday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1969, and features a mug of beer and a half-empty bottle sitting a parchment that’s meant to resemble the Declaration of Independence, only in this case it’s “Dedicated to the proposition that all beers are not created equal.” And, of course, at the bottom of the ad, is the tagline “In Beer, Going First Class Is Michelob. Period.”

Michelob-1969-dedicated

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2747: Draw Your Own Conclusions

August 29, 2018 By Jay Brooks


Wednesday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1968, and features a mug of beer being filled from a tap, with the largest headline in gold, “Draw Your Own Conclusions.” Naturally, at the bottom of the ad, is the tagline “In Beer, Going First Class Is Michelob.”

Michelob-1968-draw-your-own

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2746: Sometimes I Wonder…

August 28, 2018 By Jay Brooks


Tuesday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1968, and features a Michelob bottle anthropomorphized with eyelashes and a speech bubble saying “Sometimes I wonder if you like me for myself … or just my shape. Hmm. And of course, at the bottom of the ad, is the tagline “In Beer, Going First Class Is Michelob.”

Michelob-1968-like-me-myself

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2745: No Splashy Picture. No Long Story.

August 27, 2018 By Jay Brooks


Monday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1967, and features no splashy picture or no long story, just an empty bottle of Michelob beside an empty mug, thick with residual foam. And of course, at the bottom of the ad, is the tagline “In Beer, Going First Class Is Michelob.”

Michelob-1968-no-long-story

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2744: Putting On The Dog?

August 26, 2018 By Jay Brooks


Sunday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1967, and features a table full of Michelob bottles with a full mug of beer, and a pile of potato chips behind them. There’s great advice for cooking hot dogs. “Keep the charcoal hot … and the Michelob cold.”
Then at the bottom of the ad is the tagline “In Beer, Going First Class Is Michelob.”

Michelob-1967-putting-on-the-dog

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2743: Is It?

August 25, 2018 By Jay Brooks


Saturday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1967, and features an arm emptying a bottle of beer into a mug. The text begins with “Is It?” and then lists seven things about Michelob, answering them all with a simple “Yes.” Most of the list makes sense, but one stands out: “… the carefully selected brewer’s rice.” I know many larger brewer’s use rice as an adjunct, but “brewer’s rice?” What exactly might that be? Then at the bottom of the ad is the tagline “In Beer, Going First Class Is Michelob.”

michelob-1967

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2742: Does It Cost A Little More To Go First Class?

August 24, 2018 By Jay Brooks


Friday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1967, and features the same photo from yesterday’s of a full mug of beer, a half-full bottle, and a shiny keg, too. In service to the tagline “In Beer, Going First Class Is Michelob. Period,” the headline of ad asks. “Does It Cost A Little More To Go First Class?” You won’t be surprised to learn the answer is “Yes.”

Michelob-1967-first-class-3

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2741: Mick-A-Lobe

August 23, 2018 By Jay Brooks


Thursday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1967, and features the requisite full mug and a half-full bottle of beer, but this times a shiny keg, too. According to the ad, the word “Michelob” was apparently hard to pronounce for some people, so they helpfully spelled it phonetically for them, along with the tagline “In Beer, Going First Class Is Michelob. Period.”

Michelob-1967-mick-a-lobe-2

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

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