Josh Pfriem had a vision to create the first super premium craft brewery. The door was open as there was so much noise in the category (and on the grocery shelves). For inspiration, we looked back to a time when brewers relied on their family names as the only symbol of quality that mattered. The classic bottles were a hit, but the new market opportunity was the entry into cans. A different consumer with different drinking patterns. The can needed to feel more casual and quaffable. Suitable for a camping trip or the Friday night poker game. And they landed with a bang!