Gigantic Brewing has one of the more interesting approaches to beer in America. Their regular line of year-round beer consists of exactly one brand: IPA. Everything else they make appears just once (almost all of them) or annually (Massive! is the only example I can recall of a recurring beer.) They number each new release and contract with a well-known artist to create the label. Sometimes they even have an associated musical tie-in.

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Upright Brewery recently convened a media event to introduce the specialty beers they'll be releasing throughout the year. Upright, for those of you who may not know, is a small brewery that--well, let me tell you an anecdote by way of introduction. During the event we were sampling one of the beers and Willamette Week's Arts and Culture editor Martin Cizmar asked founder Alex Ganum how he planned to market the beer. 

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