Shiner Beer Says Its Bock Is the GOAT. So Why Does Its New Ad (and Iconic Logo) Feature a Sheep?

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Shiner Beer Says Its Bock Is the GOAT. So Why Does Its New Ad (and Iconic Logo) Feature a Sheep?

I was driving north on Interstate 35 through Austin one recent afternoon when I passed a billboard for Shiner Bock, the popular beer brewed here in our home state. “The Original Texas G.O.A.T,” the sign read, alongside the familiar logo found on every can or bottle of Bock—a ruminant with large, curling horns. The moment I saw the sign, I clocked that something was amiss. “That’s no goat,” I thought. “That’s a sheep.” Specifically, a bighorn she…