Foodgoat is buying this by the case, though at 9.4% ABV, we've learned you might want to enjoy this beer pacefully, which is not a real word but could be if you say it with all the authority conferred by English lit undergrad degree.
Next year, though, we'll have to look for it under a different name. Will it be another surfing phrase, since they were inspired by the (I have to believe the few) Cleveland surfers who brave the lake in near-freezing temperatures? The only phrase that comes to mind is "Straight Up Crazy" but somehow I don't think that is exactly the sentiment they are trying to express here.
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