December 13, 2018
1930s New York brought us many things: Superman, the Rockefeller Center Christmas Tree, Joe DiMaggio, and, of course, goat beauty pageants in Central Park. Following the repeal of Prohibition in 1933, the Brewer’s Board of Trade was eager to revive the springtime tradition of Bock Beer festivals and put out an appeal for the most gorgeous goats in Gotham. The goats would go horn to horn in beauty pageants in Central Park to claim the title of “Mr. Manhattan,” and the right to return to the park for regional competitions to determine which beautiful Billy Goat would be “Mr. Bock Beer,” the brewer’s mascot, and the face of ubiquitous bock beer advertisements.
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