NO! PAR! KING! à la PABST! BLUE! RIBBON!

Check it Big, if you will.
Title has nothing to do with the pic, but rather what comes to mind and is stuck there at the moment.
The sign, and a recent visit to YOUTUBE make for strange bedfellows running around in my head.

and if you see the scenes leading up to the guy entering the bar with Dennis Hopper it has more context and it is really sick.

warning: there is a bad word
"Heinekin!" he said with distain
*hint: Blue Velvet