The Stone Brewing Co guys were obviously paying attention in Guerilla Marketing 101. Their epicly uncompromising website says it all:
"Arrogant Bastard is an aggressive beer. You probably won't like it. It's doubtful that you have the taste or sophistication to be able to appreciate an ale of this quality and depth. We would suggest that you stick to safer and more familiar territory - maybe something with a multi-million dollar ad campaign aimed at convincing you that it's made in a little brewery, or one that implies that their tasteless, fizzy yellow beer will give you more sex appeal. Perhaps you think that multi-million dollar ad campaigns make beer taste better. Perhaps you are mouthing your words as you read this..."
I was fortunate enough to taste this, together with the extraordinary Levitation Ale, at our extreme US Craft Beer Tasting a week ago. And now we have secured a keg, due to go on sale at some stage this weekend at Draft House Northcote. It won't last long...call ahead (020 7924 1814) to see if it's on.