Das rechte Bier zur rechten Zeit und am rechten Ort: Über die Kairologie der Metapher bei Heinrich Schwertfeger, genannt Pfeiffer (Mühlhausen, Ausruferstein am Westportal der Marienkirche, 8. Februar 1523, vormittags)

<jats:p>This article examines the so-called “beer-sermon” delivered by the radical reformer Heinrich Pfeiffer in February 1523 in Mühlhausen/Thuringia with regard to the meaning-making elements of metaphor use at that time and in that place. A detailed analysis of the situation in which Pfeiffer used the beer metaphor in terms of its local, historical, institutional, and textual context yields a systematically relevant result: concrete or deictic metaphors are of crucial importance for religious meaning-making in the specific situation in which they are introduced or applied. They constitute the kairos of the metaphor, which is decisive for its success.</jats:p>