Today, some 3,000 bottles of Beck's beer are opened every minute around the world. And they all carry the Beck's logo, normally a red shield with a white key, but some also have variations on the theme. This key to the kingdom of heaven belongs to St Peter, the patron saint of St Peter's Cathedral in Bremen.
And there are similarities with the city's coat of arms, upon which the logo was based from 1876 onwards. In their search for an appropriate symbol, the brewery founders originally wanted to use the city's coat of arms, but the idea was resisted by the local authority as it did not want to be associated with the production of alcohol. In the end it was decided to alter the logo a little and flip the key vertically. The result was acceptable to both parties and has been used as the logo for the brand and the brewery ever since.