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.
Monday’s ad is for Bock Beer, though who’s bock is unclear, at least I can’t make it out. The ad was published on July 1, 1899 and was for T. & A. Goux Resale and Wholesale Liquor Dealers of Santa Barbara, California. They were a liquor dealer founded by Thomas and Augustin Goux, whose father had emigrated to the U.S. to work at the French Consulate in Los Angeles. They appear to have been in business from 1890 to 1905. This ad ran in The Independent, also of Santa Barbara, California.
Me and Alex during World Beer Cup judging in Minnesota.
Mitch Steele, Stone Brewing’s brewmaster, with Steve, at CBC when it was in Austin, Texas.
The Stone crew: Arlan Arnsten, Steve and Greg Koch at CBC in San Diego 2008.
The day after we tried all of Stone’s Vertical Epic’s in San Diego; with Steve, me, Joe Tucker, Jason and Todd Alstrom and Greg Koch.
Lee Chase with Steve on April 14, 1999 celebrating their first bottling run on their then new Maheen bottler. [Note: photos purloined from Stone Brewing’s website.]
