Here comes the smallest big game ad with the smallest regional buy! Slated to air only in Sussex County, DE, it features Dogfish Head founder & brewer Sam Calagione gearing up to watch... electric football? Wait, what? There is a method to this madness, actually, as Tudor Games’ iconic Electric Football game inspired Sam to invent the brewing method of continual hopping, which is the method used for the 60 Minute IPA, 90 Minute Imperial IPA, and 120 Minute IPA. By rigging an Electric Football game over a brew kettle, Sam was able to cascade hops into the beer at a consistent rate, making the brews hoppy but not bitter. Pretty darn clever.
