"I agree with going into a mainstream store [and arranging to] build brands," says Lizardville specialty beer store's John Lane. "But when you're doing a concept like we have [in Lizardville], it's a much different guest that's coming in here. If they're a hophead, they want to go to that section. They know the brands. That's where [arranging by style] hasn't gone the way of wine. I think we're just so much more regionalized. [Fans] really do know the brands."