From Grand Theft Wiki
Revision as of 15:52, 30 March 2011 by Thescarydude (Slogan)
Grand Theft Auto: Vice City Stories, on radio commercials in Grand Theft Auto: San Andreas, in the booklet of Grand Theft Auto: Liberty City Stories as part of an Ammu-Nation advertisement (alongside with Redwood Cigarettes) and on some Steed trucks in Grand Theft Auto IV. According to these commercials, it is "the beer that brought the forests down".
It is basically a play on words as it is pronounced similarly to "lager beer". The slogan could be based on Schlitz' "the beer that made Milwaukee famous" slogan.