A bit of beer

"Abends Bit, Morgens fit" ran one slogan for Bitburger Primium Pils back in the 1950s -- or “Have Bit in the evenings, and you’ll feel fine in the morning". It sounds snappy in German, but snappier still is the advertising line everyone associates with this beer: "Bitte ein Bit". It's simple and easy to remember, and even comprehensible to non-German speakers, unlike, say, Audi’s "Vorsprung durch Technik", which, though famous, is a bit of a murky mouthful.

Not quite as murky as our arrival in Bitburg, however. The Eifel Hills fog was so thick as we pulled in that we couldn't even see the town until we'd arrived in the middle of it. But we had reached our goal: the Bitburger Brewery for a grand tour.