AJ: Thank you for sharing that I love again, I love the simplicity of it --- to me it looked -- I saw the side ways of the view of it I don’t know if it was steps kind of like a building block aspects to it but yeah. I really like it metallic kind of how the labels have that like golden, silver shine to them and I don’t know if they are cells or honey combs but there's that kind of feel, the simple geometrics that are kind of part of the your background also.

Tim: Yeah. That’s another thing that we kind of pushed the label process they can look very bold and simple from afar but when you get close we have a lot yeah we have some metallic backing, we have some matte coding, we have some varnish. There’s a lot of different layering’s to those labels that have some nice little subtleties when you are actually holding then in your hand and then when they condensate and get some water on the outside they look fantastic so again that’s a nod to our partners at Prime, they do a great job on our labels.

AJ: Yeah, I had never thought I would know so much about labels than I do so. To see that to know that like again I mean just take a couple steps recently I’ve kind of had another level of an epiphany, is just that breweries and taking that extra step with the labels and having artists and designers take it to another level.

It’s another level of investment on a product that’s not perishable and also it’s so has a short shelf life. I mean obviously if we cellar it we can spin that off all day but, it’s these things that all this extra level of details in something that when this -- when your product is fully enjoyed it’s gone so it’s really to me it’s really a thoughtful and extra level of detail that gets lost once it finished.

Tim: Oh sure, yeah. And I’m sure you’ve talked to plenty of brewers and they can go on for days and days about their brewing and their process and their beer and yeah some people -- some breweries do some investment in their branding and their design and all that and if you talked to a designer that’s working on those beers, they’ll talk to you for days and days about the label that wraps around the outside of that beer.

AJ: Yeah it’s great. And even some of the labels I mean looking at one of the beers on the websites the Double Barrel -- Derivation -- and I’m butchering --

Tim: Derivation yeah.

AJ: Derivation yeah. I don’t have that on my hand but you can -- even just from the photographs you can see that there’s, you know, the image is raised in some of the the label work there it's really, it’s really again I hate -- I hate calling it simple Tim because I feel that’s a minimizing word but I just think it’s really simple how it's the background depending how you look at it, you know, if you look the photograph at the website, do it a really great justice it’s because the one angle of it you just see the glowing, you know, cellared light bulb but the when you look at it you can see the raise background of it and actually when you hold it, you can feel that. So, I just, I love the simplicity of it.