Such an "Arrogant Bastard"

Having drinks with friends last night at the W and one of them ordered "Arrogant Bastard Ale" http://www.arrogantbastard.com/ I immediately proceeded to fall in love with this product. Not because of the liquid contents (I can't stand beer... hard liquor gal), but because of the irreverent-ness of the branding. To quote the label:

Tagline-- "You're Not Worthy"
Story-- "This is an aggressive beer. You probably won't like it. It is quite doubtful that you have the taste or the 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 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 multi-million dollar ad campaigns make a beer taste better. Perhaps you're mouthing your words as you read this."
Ingredients-- "Nothing but the finest Barley, most aggressive Hops, clearest Water, our proprietary Yeast strain, and abundant Arrogance."

This company GETS IT! Stand up, stand out, shoot your mouth off, be different, be daring, anything... just please don't be safe.