well it happened to bill shufelt, and he's been explaining why — and what he learned...ory — destroying the first truckload of beer we ever had packaged to go out the door. the first time we ever filled a full truckload of beer, our first order to really go out the door, we didn't feel that great about the quality of the beer, ultimately, when it was in the package. and we had no money in the bank account, we had almost no resources. we had a three person team, and we decided to destroy the full truckload and get it right for the benefit of our customers. full strength alcoholic beer has one of the world's best preservatives in ethanol in the product. non—alcoholic beer inherently does not have that protection. so early on we were learning that without that preservative, our product wouldn't be shelf stable on the shelf for very long. we went through the incredible investment of installing tunnel pasteurisers in all of our breweries. since then, though, we've never had to question that we are sending out the highest quality products to our customers. and our biggest take