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were twittering, ewes,
rams
and
goats frisking, a festival honoring
the return of the sun was at hand.
Then they tapped their brew. A new
treat, it seemed, had come into the
world.
HE christening of the brew is at
tributed to Einbeck, because this
wonderful brew was so good and its
local fame spread so fast that many
discriminating drinkers of the re
gion were soon
calling
for
Ein
Einbeck Bier". It was soon shortened
"Ein-
to
beck
Ein Einbeck" and then
and presently, with goats al
ready identified with the revels of
Gambrinus, the Teutonic father of
beer, the order became "Ein Bock
German for goat.
The
development
of
commerce
took bock beer to many foreign mar
kets beginning in the Middle Ages.
Einbeck became a member of the
Hanseatic League in the thirteenth
trading
century.
These
German
cities sent their exports to Scandi
navia, to Bussia and Great Britain
and neighboring countries. Bock beer
is reported to have fetched up in
places as distant as Jerusalem. The
goat became the label of that brew.
ever
HE Village of Einbeck was al
most wiped out by fires more
than 400 years ago while the Thirty
Years' War ruined its industry. How-
the practice of brewing bock
beer survived in Germany, and their
brewers making their way to America
a century or more ago brought with
them the habit of brewing an extra
ordinary springtime beer each year.
In
many
communities
here
and
abroad signs in barrooms displaying
prancing goats became the accepted
and welcoming announcement that
bock beer was on tap once again.
More
than
a
score
of
American
brewers have combined to make this
year's bock revival a notable event
for the disciples of Gambrinus.
Heineken's Breweries also produce
their own bock beer which, naturally,
can stand the test of comparison
with any other brew. However, it
was found impractical to export this
beer in bottles to the United States
and so we shall have to do without
this classic.
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X-:
Heineken s display at First Annual Food Convention in Miami Municipal Auditorium
sponsored by radio station W.G.B.S., as arranged for by our Miami, Florida distributor
Davis-Hill Co. This convention catered to nationally advertised food products
Heineken's
was
imported beer represented
id You Know That
The Bismarck Hotel in Chi
cago
features Heineken's
on
draft in their main bar and
that it outsells
other tap beers?
any of their
our Texas State distributor, took
us over to inspect the ninth
world wonder, the Shamrock
Hotel just outside of Houston
which was built at a cost of
While dining in the famous $20,000,000 and will open its
Pump Boom in The Ambassa- doors on St. Patrick's Day. The
dor East Hotel in Chicago, you owner and sponsor, Mr. Mc
Carthy, is known to take Heine
ken's on his plane trips! Could
it be the green bottle or the
label which appeals to his Irish
are apt
to
rub
elbows with
celebrities but also with waiters
carrying bottles of Heineken's!
While we were visiting Hou
ston, Texas, John Saragusa, Vice
fancy?
Naturally, Heineken's
President and Sales Manager is high on the list of that al-
of Quality Beverage Company, ready famous hostelry.
