January 2014
| Business World Magazine | 169
time he’s asked, then amusing himself when
those tales get definitively retold.
“It’s not really a part of the story that we
talk about too often,” he says.
“We tell a story about stumbling upon the
original script for the Blues Brothers movie,
where there was a third brother named Os-
kar. At least that’s the one I’m using today.
There are a couple other versions that we’ve
come up with, but they’re all just
kind of just like that. It’s been more
fun listening to people tell us where
it came from. We try to answer that
one and keep a sense of humor about
it.”
THE GOSPEL OF CANS
The irreverent attitude stretches to
the names of the beer products as
well, which include Dale’s Pale Ale,
Mama’s Little Yella Pils, Old Chub, Devi-
ant Dales, G’Knight among the year-round
products, Gubna and Ten Fidy as seasonals
and B Stiff Root Beer, Chaka and Deuce as
specialty products.
Not to mention an against-the-grain de-
cision to package the beers in cans, rather
than bottles, thanks to assistance from the
