All right, all right I am the ignorant one. "For those who know" - well, I don't know. There I said it, sue me. Apparently it is a craft beer. To be fair though the ad is well done. I love the typography, as far as I know this is only placed in one place only. I love their logo as well... But I am very ambivalent about their line - I mean it puts everyone on the backpedal... What if we don't know? What if we don't care? (yes, that is worse that knowing). Maybe "for those who have standards" would have fit better as it elevates the brand as this line does without alienating the (existing or potential) audiences.