Books Of Legends

This vintage advertisement for "The Auto Beer Bar" by The Bock Auto Bar Company of Milwaukee is a truly remarkable artifact, offering a jarring glimpse into early 20th-century American motoring culture and the casual relationship with alcohol. While at first glance it screams "satire," research confirms that despite the modern absurdity, this appears to be a genuine, if perhaps an optimistic or niche, attempt at a product launch. The fact that the ad's legitimacy has been a subject of debate for years speaks volumes about how alien the concept is today.

The illustration itself is a masterpiece of its time, capturing a moment of gleeful, almost conspiratorial indulgence. Two men, sharply dressed, are seen inside what appears to be a luxurious, chauffeur-driven sedan. The man in the back is enjoying his "favorite beverage on tap" from a dashboard-mounted spigot, his expression one of satisfied luxury. His companion, leaning into the front, shares a look of utter delight, perhaps at the sheer novelty or convenience of the contraption. The simple, bold text declares it "The New Boon to Motorists!" and suggests it be "Installed in your car the same as a Radio." The promise is simple: "No more dry, parched throats now!" and the bar is "Invaluable in traffic jams or on Sundays."

The company's name, "The Bock Auto Bar Company" of Milwaukee, is significant. Milwaukee was, and remains, a hub of American brewing. The use of "Bock" suggests a connection to a type of German lager, playing into the city's strong German heritage and association with beer. The ad likely dates to the period immediately following the repeal of Prohibition in 1933, when brewers and related businesses were eager to innovate and capture the newly legal market, pushing boundaries that today are unthinkable.

What makes this ad so stunning to a contemporary audience is its blatant promotion of drinking in a moving vehicle. The text directly links driving ("Does driving a car make you thirsty?") with drinking, positioning the Auto Beer Bar as the solution. In a world where drunk driving is a severe criminal offense and the dangers of impaired operation are constantly highlighted, this advertisement is a chilling reminder of the societal shift. It predates any serious national conversation or legislation around impaired driving, highlighting a historical context where the automobile was a status symbol and a tool for pleasure, and the dangers were seen primarily as mechanical, not human-caused impairment.

Ultimately, the Auto Beer Bar was a product that time—and common sense, safety regulations, and the establishment of DUI laws—left behind. It serves as an incredible piece of social commentary, illustrating how far our understanding of automotive safety and public health has evolved, transforming what was once pitched as a "boon" into a concept that is now deeply offensive and profoundly illegal. It's an intoxicating mix of vintage charm and modern horror, a perfect encapsulation of a bygone era's dangerous liberties.