or the heraldry of beer and brewing, is a common yet underappreciated facet of beer-related art and labeling. Many beers and breweries incorporate heraldic badges and coats of arms as a part of their identities. Logos and trademarks are essentially the modern counterparts of coats of arms, although the former are used to identify beers on store shelves as opposed to warriors on the field of battle.

Often these coats of arms reveal the location where the beer is produced. The use of civic or civic-derived arms is one of the most prevalent forms of zymurgical heraldry. Just as European wines such as Bordeaux and Champagne are associated with specific regions, beers are also associated with places. For example, the pilsner style of beer was originally developed in Pilsen (Plzeň), Bohemia (modern-day Czech Republic). The label on bottles of Pilsner Urquell (the original pilsner beer brewed by Plzeňský Prazdroj, now part of the SABMiller group of companies), displays the coat of arms of the city of Pilsen.

Another Czech city with beers named after it is Budweis (České Budějovice). The Budweiser Budvar (Budějovický Budvar) Brewery produces a brand of beer known as Budweiser Budvar in the European Union; for legal reasons this beer is called Czechvar in the United States and Canada. The label on bottles of this beer shows the coat of arms of the city of Budweis, the city gates behind a shield with the double-tailed lion of the Kingdom of Bohemia.

Another example of civic arms (albeit with slight modification) is found on the label of Beck’s beer. Beck’s beer (produced by Brauerei Beck & Co., part of Anheuser-Busch InBev) is brewed in Bremen, Germany, and features a coat of arms with a silver key (the so-called Bremen key) on a red background in mirror image to the coat of arms of the city of Bremen. The Beck’s coat of arms also functions as a registered trademark.

In recognition of the beer’s origins, companies also take local historical arms, modify those arms, and add elements relevant to the business. The arms associated with the Christoffel brand of beer (brewed by the Bierbrouwerij St Christoffel of the Netherlands) are one example of the use of civic-derived heraldry. The arms are based on those of the Dutch town of Roermond where the brewery is located. The brewery’s version has different tinctures (colors) on each of the shield’s divisions, with hops and grains adding a distinctive beer-themed background. Barley and hops, of course, are ubiquitous symbols in the industry. It is not necessary that the proper heraldic tinctures be followed, only that the modified arms are distinct and recognizable.

In addition to civic and civic-derived arms, personal arms can also be found on beer labels. One example is Morocco ale brewed by Daleside Brewery in England. Daleside brews the beer on behalf of Levens Hall in Westmoreland. The goat’s-head crest that dominates the label is that of the current owners of Levens Hall, the Bagot family.

Royal arms are also found on beer labels. Blanche de Chambly is produced by the Unibroue Brewery in Quebec, Canada. In this example, the arms on the label, three gold fleurs-de-lis on a blue background, are those of the Kingdom of France, a nod to the historical origins of the province.

Another example is found on the bottle of Organic English ale brewed for Duchy Originals Limited, established in 1990 to promote organic food and farming by HRH The Prince of Wales, who is also the present Duke of Cornwall. The label of Organic English ale bears the Arms of the Duke of Cornwall. A small shield bearing these arms appears on the Prince of Wales’ heraldic achievement below the main shield. Also found on the label is the Prince’s badge, which has been used in royal heraldry since the 14th century.

Left: The coat of arms of the Dutch municipality of Roermond. Right: The Christoffel Bier logo, based on the coat of arms of the Dutch town of Roermond, where the brewery is located. courtesy of christoffel bier

Whether establishing associations with a person or place, emphasizing a historical connection, or simply being used as a modern marketing tool, the heraldry of beer and brewing continues to be a relevant means of identity for today’s brewers. A look through late beer writer Michael Jackson’s Great Beer Guide (2000) illustrates this clearly; of the 500 beers featured in the book, approximately 20% of the labels display coats of arms.