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Lights Out Bock is a dark, German beer. It stands out against the competition because it is offered in a larger bottle (1 liter/33.8 fl oz) and the sleek, modern feel of the label will entice all types of beer drinkers.



Normally, the packaging for bock beers includes a German-serif typeface and a picture of a goat. While it is important to keep the heritage of a product alive, it can sometimes deter a beer drinker that does not know the history of bocks. The identified audience for Lights Out Bock contains both beer-drinking men and women. The target age range is ages 21-60. This bock appeals to younger drinkers because of it’s modern approach to dark beer, yet it will also appeal to the more mature beer drinker because it is beautifully thick, dark and smooth.