"While the 21st Amendment can was embraced by fans of their main line beers, the brewery had to overcome a misconception that high-end beer could not come in a can. Through research, we gained insight that consumers of high-end beers are heavily engaged in the story of the beer. So we spun fantastic stories about the beers and used those stories as the centerpieces of the art. The first of the series was sold out a month before it was released."
Photo via Daily Beer Review