Double Bock | Wädenswiler Excelsior-Bräu

The strong beers, once brewed for the winter and also as a food substitute, trace back to the Einbeck brewery in Lower Saxony; it was only the Bavarian dialect that turned them into Bock and double Bock beer, respectively. This made it obvious for the countless breweries at the time to advertise their house brands with a billy goat—especially on occasions such as Carnival, where the allusion to the devil and sin in the year of our Lord 1912 certainly offended one or two people, but likely heightened anticipation for the majority.

This original poster was designed by Josef Paul Krawutschke, born in Silesia, who, having been born in 1865, still belonged to a generation that did not have commercial artists, but rather decorative painters (among other things, he was involved in the interior design of the Corso variety theater, which opened at Stadelhofen in 1900). Accordingly, his first posters are still full of historicist elements and allegories. This is in stark contrast to this 1912 design for the Wädenswil Brewery, which may be frivolous, but above all is downright modern.

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