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An ihm ist Hopfen und Malz verloren. A German saying meaning a person doesn't understand; literally: Hops and malt are lost on him.
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People forget you had to explain beer styles 50 times a night. It was like being the first one on the Santa Fe Trail ... a lot of boulders to move. Source: Wynkoop Brewing Co. co-founder John Hickenlooper on the early days of brewpubs