WTF IS A LICKINGHOLE? We get a lot of questions and giggle about our name and the brand. First of all, we can't make this stuff up. AND, yes, Goochland is a real place. It's often brought up in "The Cleveland Show." The name Lickinghole, is as old as the people who first discovered it. As a matter of fact, it's so old, it pre-dates proper English. It's the creek that runs through the farm. Technically it's, Little Licking Hole (you guessed it, there is a Big Lickinghole). You'll also notice that it's one word, and not two. Let's start with the definition of a 'lick'—not the verb, the noun. A lick (n) is a waterway somewhere between a 'rill' and a 'stream,' often changing in depth, path and size. Many of these 'lick' waterways had minerals and nutrients that animals would seek out, creating a 'licking hole' making it a great place for Native Americans and early Colonists to hunt animals.


WHERE DID THAT SWEET LOGO COME FROM? We also get a lot of questions about the origins of our 'Merchant Mark' logo. It's a delightful rip-off of early 17th c. merchant's marks used to stamp casks, crates, boxes, pottery, and other vessels of goods transported on tall ships making the six-month long voyage to India and the West Indies. If the majority of the world is illiterate, then how can you identify your goods? And more importantly, if you're the King, how do you know who to TAX? Well, you just cut a bunch of simple, identifying marks on your product. Boom! Logos were born. If you're a beer scholar, you'll know that the IPA (India Pale Ale) was created for the British officers stationed abroad, in the late 18th c. Previous, lesser ales, with lower ABV, couldn't withstand the long journey, so the brewers fortified these particular beers with a higher ABV to stay fresher, for longer.


LCCB MERCHANT MARK has borrowed select characteristics from a few of our favorite symbols through out time.

Fig 1. THE HEART. Not only is it the symbol of Elizabethan England, the original 'Queen of Hearts', it is the symbol of the Virgin Queen in our home, Virginia AND the epicenter of our commonwealth's slogan 'Virginia is for lovers.'

Fig 2. ST. ANDREW'S CROSS. St. Andrew was crucified on an 'X' and was considered a martyr for standing up for his beliefs. We are always under constant scrutiny for doing things differently, and we like to believe we're sticking to our guns.

Fig 3. PATRIARCHAL CROSS. Not necessarily related to Christianity, the cross is originally a pagan symbol for nature worship. The two bars represent land and sky, above and below. + Magnum PI thought it was cool.