"We have a whole lot of women drinking IPA in Oregon that didn't like bitter things in the past," said Jamie. "Things are so amazing in Oregon that you can go into a store and see a bunch of sorority girls drinking a Belgian beer. This is a sour Belgian beer. And they're not with their boyfriends, and they're doing what they want. ... I think it's hard to pull off that kind of marketing. You have to be yourself."