Description
A die-cut cardboard point-of-sale display for Horlacher’s Genuine Bock Beer, featuring a mischievous horned goat peering over a wooden fence, tongue out, beside a foaming glass of beer, with tulips at the base and a bold red brand panel.
Horlacher Brewing Co. operated from Allentown, Pennsylvania, and used the traditional “bock” goat motif widely associated with seasonal bock releases in American bar advertising.
Illustrated in a painterly mid-century style, offset-printed and then die-cut for counter or bar-top display. Notable for its sculptural silhouette and saturated, high-contrast brand typography.
