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35craft beer movement in The Atlantic Monthly quoted Owens as saying, %u201c[t]he wave is the brew pub, and I%u2019m on the crest.%u201d103 Owens later said, My fun is promoting. If the television camera is here, I get out my big paddle and stir the mash. It%u2019s not necessary to stir. It%u2019s just graphic. I%u2019m not the edge of the revolution%u2014the making-money-and-enjoying-it revolution. A lot of microbrewers are purists. Ale is the Holy Grail. I%u2019m not interested in that. You find chemists and chefs%u2014I%u2019m a chef. I know my truth is best. I do it the easy way. [%u2026] You can%u2019t have it your way. You get it my way. [%u2026] The style brings a customer in, but it%u2019s the beer that has to bring him back.104Owens was not wrong about customers returning, particularly as he expanded his lineup of beers, and changed the way breweries experiment with beer styles. Bill Owens initially wanted to offer customers beer in a range of colors with an emphasis on freshness. While brewing 450 barrels a year and running a business, Owens actively promoted Buffalo Bill%u2019s Brewery wherever and whenever he could. He also stayed connected to the large microbrewery industry by continually attending Master Brewers Association of the Americas presentations, presenting at Association of Brewers conferences (now Brewers Association), and participating in the Great American Beer Festival in Colorado. In 1985, after reading how President George Washington brewed beer using a variety of vegetables including pumpkins and gourds at Mount Vernon, Owens decided to expand his beer lineup with a one-off, a beer recipe that is intended to be made only once. This limited edition beer was called Punkin%u2019 Ale. He grew a 65-pound giant pumpkin in his yard, hauled it to Buffalo Bill%u2019s in the back of his truck with a cargo net over it, chopped it up, baked it, and threw it in the mash tun with his regular amber ale malt (as seen in figure 17). After running the mash, Owens brewed the beer just like the Buffalo Amber. After fermentation was complete, he explained,you can taste, well, there is no pumpkin flavor. Sorry. So, uh, you%u2019re scratching your head on what the hell to do, so you just walk into, at that time right across the street was a supermarket, a Lucky%u2019s. And you just walk into Lucky%u2019s to the shelf that said %u201cpumpkin pie spices,%u201d go to the coffee percolator, pour in the whole