Esslinger's Billy-the-Goat, 1936
Even though most 20th Century brewers brewed lagers, not all lagers are the same. Spring often brings bock beers, which are stronger and darker than year round lagers. Bocks are symbolized by goats because "ein bock" is German for "billy goat." The young man in this photo is dressed like the mascot of Esslinger beer, which was a bellhop.
Goat Is King With Bock Back. Traffic came to a standstill in the Quaker City when Esslinger's, Inc., one of Philadelphia's oldest breweries, opened the 1936 bock beer season by sending Billy-the-Goat on tour of the city to announce the joyful tidings. Billy seemed particularly proud of his mission. In fact, according to the reports of his smiling driver, he was pleased with everything except the crowds and the noise.
Original source for the image and text: The American Brewer, April, 1936, p. 75
Location: Free Library of Philadelphia, Serial Section
Research by Rich Wagner.