H. Clausen & Son brewery in New York City Advertisement

late nineteenth century

Late-nineteenth-century advertisement for bock beer brewed by the H. Clausen & Son brewery in New York City. The poster was created by Wittemann Brothers, ca. 1879. Bock beers are strong lagers that are typically darker than normal German helles lagers. The style was originally brewed in the Saxon town of Einbeck as an ale and later adopted to lager brewing as the style swept Central Europe in the mid-nineteenth century. Goats often appear on advertising images for bock beers since the German word for a billy goat – “ein Bock” – was a play on the town of origin, Einbeck.