| Creator | Paul Krawutschke |
| Printing year | 1912 |
| Sheet size (cm) | 88.5×56 |
| Printing technique | Lithograph |
| Printer | Graph. Werkstätten Gebr. Fretz, Zürich |
| Condition | A |
| Asking price | 2'900 CHF |
| Categories | Animal, Food | Drinks | Tobacco |
These strong beers, originally brewed for the winter and also as a food substitute, trace their origins to the Einbeck Brewery in Lower Saxony; it was the Bavarian dialect that turned them into Bock and Doppelbock beers. It was therefore obvious to the countless breweries of the time to promote their respective brands with a billy goat – especially during carnival, for example. The allusion to the devil and the sin certainly bothered one or another – we are in the year 1912! –, but in most cases, they probably just heightened the anticipation.
This Original Poster was designed by Josef Paul Krawutschke from Silesia. Born in 1865, he belonged to a generation in which there were no commercial graphic designers, but rather decorative painters (he was involved, among other things, in the design of the Zurich Corso Variete Theater, which opened in 1900). Accordingly, his early posters are still replete with historicist elements and allegories. This stands in stark contrast to this 1912 design for the Wädenswil Brewery, which may be frivolous, but is above all already quite modern.
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