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We did the lightest touch, cause we would go to beer festivals and people would get mad at us or make fun of us for putting coffee or liquoris pumpkin in our beerhayasshole. And that got us me achin real ancient world practices which were much more creatively diverse than modern, commercial and homogenized industrial light lager. But next to it, id put an interpretation of a two thousand year old beer recipe from a tomb in turkey. That kind of got the attention of the mass a,. led to yo books tine shows that really helps accelerateo recognition for ou brand disproportionad to the scale of a blue.