Kölsch is not a company, it's a variety or art or type of beer (sorry, my english is not the best and I dont know whats the correct word)
So it's more a linguistic joke, because "Alt" is also a german beer type. Mostly drunk in Düsseldorf. And Köln (home of Kölsch) and Düsseldorf have something like a rivairy.
iMav said it's from R3. Dont know who had this nice idea.

If somebody has one for spare, I'd love to have a Kölsch-keycap
