How to Differentiate Your Brand

It's been about three years now, roughly. We've in terms of the indie space, there's some great non-out beers out there and we weren't the first by any means. The strategy was to be able to stand around a fire at a barbecue or at the bar and not have people ask you why you're not drinking if something's wrong with you. For me, that was the driving force. It's like, how can we make this thing so normal, hence the name?