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26beer style in the US for decades.90 Pale ales, which look similar to ambers but are much hoppier, grew more popular than ambers in the early 2000s only to be overtaken in 2011 by India Pale Ales (IPAs), which are even hoppier.91 Owens gets credit for naming amber ale despite amber malt extract having existed for decades in part because Owens promoted his beers by their colors. He felt that customers knew they wanted fresh beer but would not know different styles, so he wanted to %u201cplay all the colors.%u201d92 Mosher quotes Bill as saying, %u201cI had a dark and a light, and what was I gonna call that middle one? Amber.%u201d93 Buffalo Stout was a traditional stout with roasted specialty grains, marking the dark end of the spectrum. Other beers on tap were quality import and micro-brewed beers including Spaten, Watneys, Guinness, Heineken, Sierra Nevada, and St. Stan%u2019s.Fig 8. Bill Owens, Buffalo Bill%u2019s Brew Pub Logo for Shirts, Bottles, and Assorted Advertisements. No Date, Color Logo. Bill Owens Personal Archives.