A HEUTE BOCK poster printed on two sheets joined at the middle.
Is “Heute Bock” another “lost in translation” situation? When Germans imported the tasty, dark, fully flavored lager from northern Einbeck to southern Germany, the Bavarian ear heard “ein bock” which means “billy goat” and thus the mascot was born. Goats frequently appear on labels or posters advertising the popular brew. Some heard “bock” or “buck” and Heute Bock translates to “Today Bock (beer).” Either way, a celebration is on and Germans have been lifting steins of Bock since the 1300’s. Enjoy!