TRINKT BOCK BIER in this pre-WW II poster is a Farmers Cooperative Brewery founded in 1906 in Luckenwalde, Germany.
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!
Bock beer is a strong dark beer brewed in the Fall and drunk in the Spring. Its history dates back to Medieval times and is considered much more than just a beer.