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Jay R. Brooks on Beer

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Beer In Ads #5004: Have You Tried It Yet?

June 20, 2025 By Jay Brooks Leave a Comment

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 Jax Bock Beer. The ad was published in 1962. This one was for the Jackson Brewing Co., which was located in New Orleans, Louisiana and was originally founded in 1890. This ad ran in The San Angelo Standard Times, of San Angelo, Texas.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Louisiana, New Orleans, Texas

Beer In Ads #4997: Magnolia Bock Beer

June 13, 2025 By Jay Brooks Leave a Comment

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 Magnolia Bock Beer. The ad was published on June 13, 1908. This one was for, I think, the Houston Ice & Brewing Co., which was located in Houston, Texas and was founded by Hugh Hamilton in 1889 and closed in 1918 due to Prohibition, though it opened for only one year afterwards in 1934. They were also known as the Magnolia Brewery. This ad ran in the St. Landry Clarion, of Opelousas, Louisiana. The ad is actually for The Elk Saloon, which was also in Opelousas, Louisiana. Here’s how it was described in an article entitled: What were Opelousas’ first restaurants and bars? “Another early Opelousas saloon was the Elk Saloon, managed by J. Adam Budd Company, which was opened in the downtown area before 1907.”

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Louisiana, Texas

Beer In Ads #4996: Our Bock Beer

June 12, 2025 By Jay Brooks Leave a Comment

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.

Thursday’s ad is for Our Bock Beer. The ad was published on June 12, 1895. This one was for the Texas Brewing Co., which was located in Fort Worth, Texas and was founded in 1891 and closed in 1918 due to Prohibition. This ad ran in the Fort Worth Daily Gazette, of Fort Worth, Texas. I love that they used some simple lines to create a minimalist, modern art in 1895.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Texas

Beer In Ads #4991: It’s The Time Of Year For Pearl Bock Beer

June 7, 2025 By Jay Brooks

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.

Saturday’s ad is for Pearl Bock Beer. The ad was published in 1963. This one was for Pearl Brewing Co. of San Antonio, Texas, which was originally founded in 1883. This ad ran in The Fort Worth Star Telegram, of Fort Worth, Texas.

Filed Under: Art & Beer, Beers, Breweries, Politics & Law Tagged With: Advertising, Bock, History, Texas

Beer In Ads #4988: Pearl Bock Beer Is Here!

June 4, 2025 By Jay Brooks

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 Pearl Bock Beer. The ad was published on June 4, 1959. This one was for Pearl Brewing Co. of San Antonio, Texas, which was originally founded in 1883. This ad ran in The Brazosport Facts, of Brazoria County, Texas, which is part of the greater Houston area.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Texas

Beer Birthday: Eric Warner

May 13, 2025 By Jay Brooks

karbach
Today is the 60th birthday — The Big 6-O — of Eric Warner. Eric founded Tabernash Brewing in Colorado, and later ran Flying Dog Brewing, until they moved their operations to Maryland. He’s also the author of two brewing books, German Wheat Beer and Kolsch: History, Brewing Techniques, Recipes. More recently, he moved to Houston to be the brewmaster (although his official title is “Yeast Rancher”) at Karbach Brewing. I first met Eric at Tabernash a million years ago, and several times since then, but most recently during World Beer Cup judging this year. Join me in wishing Eric a very happy birthday.

Eric and I at Cellar West Brewing in Colorado.
Eric-Warner-MensIssue
Eric sitting for a local Texas magazine, 022Houston, about Menspiration.


Filed Under: Birthdays Tagged With: Colorado, Texas

Beer In Ads #4964: Coors Bock Beer

May 9, 2025 By Jay Brooks

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 Coors Bock Beer and was published May 9, 1935. The brewery was the Coors Brewing Co. of Golden, Colorado, which was originally founded in 1873. This ad ran in The San Angelo Evening Standard, of San Angelo, Texas.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, Colorado, Coors, History, Texas

Beer Birthday: Jaime Jurado

January 15, 2025 By Jay Brooks

mbaa-logo

Today is the birthday of Jaime Jurado, who for many years was the Director of Brewing Operations for the Gambrinus Company, which included several beer brands and breweries, such as Shiner, BridgePort, Pete’s Wicked and Trumer. A couple of years ago, he moved to Pennsylvania, where he was the brewmaster at Susquehanna Brewing Co. in Pittston, then moved back south, this time to Louisiana, where for five years he was the Director of Brewing Operations at Abita Brewing. After that, he struck out on his own, and was doing brewery consulting and for a time was Vice-President of two start-ups, Ennoble Beverages and JHH. These days, he’s the GM at the 49th State Brewing Co. in Anchorage, Alaska. Jaime’s an incredibly talented brewer. More importantly, Jaime is one of the nicest people I know in the business. Join me wishing Jaime a very happy birthday.

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A blushing Jamie at OBF in 2006.
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Jamie with Lars Larson, brewmaster of Trumer Brauerei, at the Celebrator 18th anniversary party.
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Jamie (far left) with some NBWA luminaries at the 2008 NBWA welcome reception. From left, Jamie, Lucy Saunders (the Beer Cook), Charlie Papazian (President of the Brewers Association), Kim Jordan (from New Belgium Brewing) and Tom Dalldorf (from the Celebrator Beer News).
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Jamie with Todd and Jason Alström, founder of Beer Advocate, at the 2008 GABF.

Filed Under: Birthdays, Just For Fun Tagged With: Jamaica, Louisiana, Pennsylvania, Texas, United States

Beer Birthday: Harry Schuhmacher

January 7, 2025 By Jay Brooks

bbd
Today is Harry Schuhmacher’s 56th birthday. Harry covers the business side of beer news at his wonderful Beer Business Daily. Our paths cross only occasionally, but I had the pleasure of getting to know Harry better during a press junket to Bavaria several years ago, and he’s one of the warmest, thoughtful and funniest people I’ve met. And he’s a beertard, too. You can also read his occasional personal ramblings at Thanks For Drinking Beer, essays from which is also available as a book, too. Join me in wishing Harry a very happy birthday.

Harry in Germany on a press trip.


With fellow beer writer Horst Dornbusch in Bamberg.


Harry and me enjoying a meal in the Hallertau region of Bavaria.

Harry-and-fan
Harry with a server at his favorite sushi restaurant, presumably in his native San Antonio, Texas, who apparently bought and enjoyed his collection of essays.

Filed Under: Birthdays, Just For Fun Tagged With: Southern States, Texas

Historic Beer Birthday: Howard Hughes

December 24, 2024 By Jay Brooks

grand-prize
Today is the birthday of Howard Hughes (December 24, 1905–April 5, 1976). He was, of course, “an American entrepreneur, known during his lifetime as one of the most financially successful individuals in the world. He first made a name for himself as a film producer, and then became an influential figure in the aviation industry. Later in life, he became known for his eccentric behavior and reclusive lifestyle, oddities that were caused in part by a worsening obsessive–compulsive disorder (OCD) and chronic pain from a plane crash.”

Hughes

As a maverick film tycoon, Hughes gained prominence in Hollywood beginning in the late 1920s, when he made big-budget and often controversial films like The Racket (1928), Hell’s Angels (1930), Scarface (1932), and The Outlaw (1943).

Hughes formed the Hughes Aircraft Company in 1932, hiring numerous engineers and designers. He spent the rest of the 1930s setting multiple world air speed records and building the Hughes H-1 Racer and H-4 Hercules (the “Spruce Goose”). He acquired and expanded Trans World Airlines and later acquired Air West, renaming it Hughes Airwest. Hughes was included in Flying Magazine’s list of the 51 Heroes of Aviation, ranked at No. 25. Today, his legacy is maintained through the Howard Hughes Medical Institute.

HUGHES-Howard-with-Hughes-H-1-NR258Y
While not even mentioned in most accounts of his many accomplishments, Hughes also founded the Gulf Brewing Co. on his property used for the Hughes Toll Co. in Houston, Texas, just after prohibition ended. He hired one of the area’s most famous brewers, Belgian-born Frank Brogniez to create their beers, and his Grand Prize ended up becoming the best-selling beer in the state. Here’s some more about the Gulf Brewing Co. that Howard Hughes founded, from the Houston Past:

Howard Hughes’ connection with the Houston-based Hughes Tool Company is fairly well-known. It is less well-known that Hughes started a brewery in Houston, on the grounds of the Hughes Tool Company, called Gulf Brewing Company. Hughes opened the brewery at the end of Prohibition, and its profits helped the tool company survive the Depression.

Grand-Prize-Beer--Labels-Gulf-Brewing-Company
Gulf Brewing Company produced Grand Prize beer, which for a time was the best-selling beer in Texas. It has been reported that a beer called Grand Prize beer was also produced prior to Prohibition, by the Houston Ice and Brewing Company. While that may be accurate, any confusion is likely connected to the fact that Hughes’ Grand Prize brewery was operated by the man who served as brewmaster at Houston Ice and Brewing before Prohibition. In 1913, while he was brewmaster at the Houston Ice and Brewing Company, Belgian-Houstonian Frantz Brogniez was awarded Grand Prize at the last International Conference of Breweries for his Southern Select beer – beating out 4,096 competing brewers. Brogniez left Houston during Prohibition, but Hughes convinced him to return to serve as brewmaster for the Gulf Brewing Company. Brogniez’ son operated the brewery after his father’s death.

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grandprize1
Grand-Prize-Light-Dry-Beer-Labels-Gulf-Brewing-Company

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

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