Beer superlatives

Finish this phrase: "Gut, besser, ____" ("Good, better, ____")

I've always been under the impression that the correct answer was, of course, "Paulaner". So why is it that I keep seeing these commercials for Gösser, a little-known Austrian beer?



I was starting to think I was going a bit crazy, but recently a German friend confirmed it, Paulaner really is the one who originated the slogan in connection to beer advertising:



So what's up with that, Gösser? Why are you stealing Paulaner's slogan? And more importantly, why do I have nothing better to blog about than beer commercials? I need to get out more.