Skip to content

Border Blogs & News

Blogs and news from the borders of America.

Menu
  • Home
  • El Paso News
  • El Paso Herald Post
  • Fronterizo News
Menu
Texas Monthly – Shiner Beer Says Its Bock Is the GOAT. So Why Does Its New Ad (and Iconic Logo) Feature a Sheep?

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

Posted on February 20, 2025

photo of shiner bock ad composited on billboard stock imageI 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 sheep. I knew this because for months, I’d been working on a story about the desert bighorn, and by then I had memorized its anatomical features—most notably its namesake bulky, coiled horns (which remind me of Diva Plavalaguna’s cranium in the nineties sci-fi flick The Fifth Element). The celebrated sheep,…

The post Shiner Beer Says Its Bock Is the GOAT. So Why Does Its New Ad (and Iconic Logo) Feature a Sheep? appeared first on Texas Monthly.

 Read:  Read More 

Recent Posts

  • KTSM News – Transmountain Half Marathon returns to El Paso after hiatus
  • KTSM News – Man allegedly steals shipping container, fiber optic cable
  • Tech Crunch – Nvidia will investigate CEO Jensen Huang’s relationship with possible Chinese spy
  • Tech Crunch – If Snap’s Specs are still ridiculously expensive, they’re also a lot more comfortable than they used to be
  • Tech Crunch – Coordinated disturbances haunt grids worldwide. Here’s how researchers solved the mystery.

El Paso News

El Paso News delivers independent news and analysis about politics and public policy in El Paso, Texas. Go to El Paso News

Politico Campaigns

Are you a candidate running for office? Politico Campaigns is the go-to for all your campaign branding and technology needs.

Go to Politico Campaigns

Custom Digital Art

My name is Martín Paredes and I create custom, Latino-centric digital art. If you need custom artwork for your marketing, I'm the person to call. Check out my portfolio

©2026 Border Blogs & News | Design: Newspaperly WordPress Theme