{"product_id":"race-bock-208-vintage-bock-beer-poster-by-henry-jerome-schile-1895","title":"Race Bock 208 Vintage Bock Beer Poster by Henry Jerome Schile, 1895","description":"\u003cp\u003eHenry Jerome Schile’s \u003cem\u003eRace Bock 208, Bock Beer\u003c\/em\u003e, created in 1895, turns a beer advertisement into a spirited theatrical procession. At its centre, a jubilant figure in striped clothing raises a glass while two harnessed goats draw a small cart through the scene. Brilliant reds, greens and yellows crowd the foreground, set against a gentler landscape of rolling hills, distant buildings and open sky. Below, the words “BOCK BEER” appear in large, elaborately ornamented lettering, giving the drink equal billing with the lively action above.\u003c\/p\u003e\n\n\u003cp\u003eSchile was an American artist whose energetic poster designs contributed to the exuberant visual culture of late nineteenth-century advertising. This was a period in which chromolithography allowed commercial images to be produced with rich colour, crisp contours and considerable decorative complexity. Posters for breweries, shops and entertainment venues had to communicate rapidly in busy public settings; here, bold typography and comic spectacle are combined with enough narrative detail to reward a longer look.\u003c\/p\u003e\n\n\u003ch3\u003eA closer look\u003c\/h3\u003e\n\n\u003cp\u003eThe foreground is deliberately dense. The raised glass forms a small but decisive focal point, catching the light above the striped costume of its holder. Nearby, the goats are rendered with fine lines through their fur and harnesses, while the cart wheels introduce a circular rhythm among the figures. Their forward movement gives the composition the character of a race or festive cavalcade rather than a static display. The goat motif is also particularly apt: the animal had long become a familiar visual emblem for bock beer, enabling advertisers to transform the drink’s name into an immediately legible comic character.\u003c\/p\u003e\n\n\u003cp\u003eBehind this commotion, the poster opens into a much calmer prospect. A path recedes along the left, drawing the eye towards a softly defined church steeple and distant settlement. On the opposite side, a smoking factory introduces an industrial note into the otherwise picturesque setting. These small architectural details expand the scene beyond its promotional foreground, placing celebration, townscape and manufacture within the same imagined world.\u003c\/p\u003e\n\n\u003cp\u003eColour establishes the poster’s hierarchy. Strong scarlet accents animate the title and costumes, while broad passages of green and yellow soften as they move into the hills. Above them, the sky shifts from cooler blue towards warmer tones near the horizon. Floral decoration gathers around the lettering at the lower edge, tempering the robust subject with ornamental finesse. A narrow dark border contains the abundance of figures, scenery and typography, preventing the energetic arrangement from spilling beyond the page.\u003c\/p\u003e\n\n\u003ch3\u003eContext and significance\u003c\/h3\u003e\n\n\u003cp\u003eBock is a strong lager with German origins, and the goat became one of its most enduring advertising symbols through a linguistic association between the beer’s name and the German word \u003cem\u003eBock\u003c\/em\u003e, meaning a male goat. Nineteenth-century brewers and poster artists repeatedly exploited this visual pun. In Schile’s design, however, the goats do more than identify the beverage: harnessed to the cart and folded into the action, they become performers in a miniature comic narrative.\u003c\/p\u003e\n\n\u003cp\u003eThe result captures a moment when advertising was becoming increasingly pictorial and competitive. Rather than relying on a bottle, label or block of explanatory text alone, \u003cem\u003eRace Bock 208\u003c\/em\u003e offers movement, costume, landscape and humour. Its persuasive force lies in excess carefully organised: the eye first meets the celebration, then the goats and cart, then the receding countryside, before finally settling on the emphatic name of the drink.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eChoosing the right size and finish\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eArtwork can feel intimate at smaller sizes and dramatically more architectural at larger ones. Use the room preview, model image and size guide to see how the proportions and scale will work in your space.\u003c\/p\u003e\n\n\u003cp\u003eIf you need an exact size, specialist framing or help planning a larger display, \u003ca href=\"\/it\/pages\/contact-us\"\u003eask our workshop for advice\u003c\/a\u003e.\u003c\/p\u003e\n\u003cp\u003eThe model in the listing images is holding the 18x24in (45x60cm) version of this art print.\u003c\/p\u003e\n\u003cp\u003eWhere personalisation is available, you can add a short title or dedication, or one considered visual detail. \u003ca href=\"\/it\/pages\/map-personalisation\"\u003eSee examples of personalised artwork\u003c\/a\u003e.\u003c\/p\u003e\n\n\u003cp\u003eChoose Original to retain the colour and character of the source artwork, or Aged for a warmer, more antique appearance. \u003ca target=\"_blank\" href=\"\/it\/pages\/sepia-aged-maps\"\u003eSee examples of our Aged artwork\u003c\/a\u003e.\u003c\/p\u003e\n\n\u003cp\u003eEvery piece is produced to archival standards using fade-resistant pigment inks on acid-free matte art paper. Choose an art print, framed art print or framed canvas using the finish options above.\u003c\/p\u003e\n\n\u003cp\u003eFramed art prints use crystal-clear optical acrylic for excellent clarity, lower weight and safer delivery than glass. Each piece arrives professionally framed and ready to hang.\u003c\/p\u003e\n\n\u003cp\u003eSelected artworks can be produced at statement sizes up to 3 metres (10ft). Custom sizing and \u003ca target=\"_blank\" href=\"\/it\/pages\/custom-framing\"\u003especialist framing\u003c\/a\u003e are also available. If the exact option you need is not listed, \u003ca target=\"_blank\" href=\"\/it\/pages\/contact-us\"\u003econtact our workshop\u003c\/a\u003e.\u003c\/p\u003e","brand":"The Unique Maps Co.","offers":[{"title":"8x10in (20x25cm) \/ Art print","offer_id":67631719711111,"sku":null,"price":54.0,"currency_code":"AUD","in_stock":true},{"title":"8x10in (20x25cm) \/ Framed art print","offer_id":67631719743879,"sku":null,"price":128.0,"currency_code":"AUD","in_stock":true},{"title":"8x10in (20x25cm) \/ Framed canvas","offer_id":67631719776647,"sku":null,"price":149.0,"currency_code":"AUD","in_stock":true},{"title":"A4 (210x297mm) \/ Art print","offer_id":67631719809415,"sku":null,"price":54.0,"currency_code":"AUD","in_stock":true},{"title":"A4 (210x297mm) \/ Framed art print","offer_id":67631719842183,"sku":null,"price":128.0,"currency_code":"AUD","in_stock":true},{"title":"A4 (210x297mm) \/ Framed 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