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Steve Hindy and Tom Potter, the originators of Brooklyn Beer, came looking for an identity 28 years ago. They had the name Brooklyn Eagle, which I suggested was not as good a name for a beer as the word ‘Brooklyn’, itself. Brooklyn became the name and identity and the company has had an extraordinary sales history since then. It is also encouraged the borough of Brooklyn to become the most active artisanal beer producing area in the entire country. We’ve done all advertising, promotional material and packaging since then.