It takes a stone arrogant bastard of a brewery to, just 15 months after tapping its first keg, release a new beer and brand it Arrogant Bastard Ale. Even more so to market it with copy like this:
This is an aggressive ale. You probably won’t like it. It is quite doubtful that you have the taste or sophistication to be able to appreciate an ale of this quality and depth. . . If you don’t like it, keep it to yourself – we don’t want to hear from any sniveling yellow-swill-drinking wimps ‘cause Arrogant Bastard wasn’t made for you.”
Slightly over a decade later, those arrogant bastards of Stone Brewing were named “All-time Top Brewery on Planet Earth” by Beer Advocate Magazine. Shortly thereafter founder Greg Koch received knighthood from the Belgian Brewers Federation. Arrogance, for sure, but apparently also with the sack (or should we now say squirely sword) to back it up.