Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5002: Lemp’s Bock Beer

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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.

Wednesday’s ad is for Lemp’s Bock Beer. The ad was published on June 18, 1914. This one was for the Lemp Brewing Co., which was located in St. Louis, Missouri and was originally founded in 1840. This ad ran in The Post Intelligencer, of Seattle, Washington, I think, Illinois.

Beer Birthday: August A. Busch III

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Today is the 88th birthday of August Anheuser Busch III (June 16, 1937- ) He is the great-grandson of Anheuser-Busch founder Adolphus Busch and was the company’s Chairman until November 30, 2006. August Busch III is informally known as “Auggie” and as “The Third,” “Three Sticks,” or “Triplesticks” by subordinates and employees at Anheuser-Busch. I definitely remember hearing “Triple Sticks” as a nickname. Join me in wishing him a very happy birthday.

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Here’s some biographical information from his Wikipedia page:

August Anheuser Busch III was born in St. Louis, Missouri on June 16, 1937. He attended the University of Arizona, but dropped out after failing. His father then gave him an ultimatum, and he began working in an entry-level position in Anheuser Busch.

August Busch III served as President of the Anheuser-Busch Companies, Inc. (ABC) from 1974 until June 2002, and Chief Executive Officer of ABC from 1975 until June 2002. He was Chairman of the Board of Directors of ABC from 1977 to 2006.

He was succeeded as the day-to-day operational head of Anheuser-Busch by Patrick Stokes. Stokes’ tenure marked the first time in the history of the company that a non-Busch family member ran the day-to-day operations. Busch also conferred the chairmanship to Stokes effective December 1, 2006. He retired from their executive functions at the company on November 30, 2006. He will continue to serve on Anheuser-Busch’s board.

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He has been married twice. His first wife, Susan, is the mother of his two older children August Anheuser Busch IV and Susan Busch-Transou. His second wife, Virginia, who is a practicing attorney, is the mother of his younger two children, Steven Busch and Virginia “Ginny” Busch.

Unlike his father Gussie Busch, August III has been a lifelong supporter of the Republican Party, and a friend, ally, and financial supporter to Senator John McCain (R-AZ) and President George W. Bush. August III’s eldest son, August A. Busch IV, is a strong supporter of Democratic Party politics, just like his grandfather Gussie.

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Lou Rawls and Frank Sinatra sharing Budweisers with Triple Sticks in 1982.

Beer In Ads #4938: Moerschel’s Bock Beer, The King Of All Beers

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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.

Friday’s ad is for Moerschel’s Bock Beer and was published April 12, 1901. The brewery was the Capitol Brewery Co., of Jefferson City, Missouri, which was originally founded in 1845 as the Joe Kessler Brewery. This ad ran in the Republican Review.

Beer In Ads #4891: American Brewing Co. 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.

Monday’s ad is for “American Brewing Co. Bock Beer,” and the chromolithograph was created in 1890. The American Brewing Company was located in St. Louis, Missouri, and was founded in 1857 as the Excelsior Brewery by Charles Hoelzle. In 1890, it was bought by Oscar Henry Jr. and Hugo Koehler.

Beer In Ads #4871: Wainwright Buck 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” was created for the Wainwright Brewery of St. Louis, Missouri with the text: “Wainwright Brewery Buck Beer.” This lithograph was created in 1895. The lithographer was Heinicke-Fiegel Lithographers Co. of St. Louis, Missouri.

Beer In Ads #4870: St. Louis Buck 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.

Monday’s ad for “Bock” depicts a drawing of a goat’s head with barley and hops around his torso, and the text: “Buck Beer.” This lithograph was created in 1885. The lithographer was A. Lambrecht & Co. of St. Louis, Missouri.

Beer In Ads #4869: Wm. J. Lemp’s Buck 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.

Sunday’s ad for “Bock” was created for the Wm. J. Lemp Brewery of St. Louis, Missouri. This chromolithograph was created in 1886. The lithographer was A. Lambrecht & Co., also of St. Louis, Missouri.

Beer In Ads #4833: The Buck Beer King

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This 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 shows a goat wearing a king’s robe and is surrounded by four women, one of whom is serving him a beer. There’s also a cat for some reason. The lithograph was created in 1880. The lithographer was W.E. Stephens & Co., who was located in St. Louis, Missouri.

Beer In Ads #4831: Bock Beer Gesundheit

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This 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 is for Bock Beer, and titled “Bock Beer Gesundheit,” though I have no idea why it’s called that. The chromolithograph was created in 1880. I’m not sure who the lithographer was other than he was located in St. Louis, Missouri.

Beer In Ads #3318: Falstaff Easter

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Easter Sunday’s ad is for Falstaff, from around the turn of the 19th century. From the late 1800s until the 1980s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. I’ve been posting vintage European posters all last year and will continue to do so in 2020. This one, however, is from the William Lemp Brewery of St. Louis, Missouri, which was founded in 1840. It was renamed the Falstaff Brewery in 1903, after their best-selling beer. I’m not sure who the artist was who created this Easter greeting from the brewery.