HEUTE BOCK! shows a man enjoying his beer as he takes a ride on the back of a billy goat.
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. Either way, a celebration is on and Germans have been lifting steins of Bock since the 1300s Enjoy!
Translation: The noble goat rages and foams with his long shaggy skirt – if you want to drink bock beer, take care that you do a somersault.