Name:  Heul nicht rum.jpg
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Found this picture, did not have a chance to drink it, though:

It is some German wordplay:

heulen / rumheulen = to whine
Rum = rum

Heul nicht rum = Don`t whine! / Cut whining! OR "Don't whine" rum


Lt. Bush

P.S.
The best thing about German humour (mark the humour not humor - this is serious):
The joke has to be explained...