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55necessarily the hoppiest. The first Alpha King Challenge winner was Two-Hearted Ale brewed by Larry Bell of Kalamazoo Brewing in Michigan (now Bell%u2019s Brewing). Owens gave Bell a $100 bill and crowned him with a crown of hops. In 2000, five new judges tasted nine beers and crowned Sockeye Red from Midnight Sun Brewing in Alaska.165 Though 2000 was the last year that Owens participated, the Alpha King Challenge continues today. Instead of being tucked away in a Holiday Inn, it is now an official event at GABF. In 2016, Headwall Double IPA from Tamarack Brewing Co. in Lakeside, Montana won first place, topping 152 entries from 107 breweries.166 The Alpha King Challenge continues to grow as IPAs and hoppiness dominate brewing culture.Bill Owens was one of his biggest advertising clients in American Brewer and BeeR, the magazine. He cross-promoted both magazines, advertised Buffalo Bill%u2019s Brewery, Buffalo Bill%u2019s Alimony Ale and Pumpkin Ale, How to Build a Small Brewery: Draft Beer in Ten Days third edition revised in 1992, and the pumpkin seeds to make your own pumpkin ale. He also sold BeeR, the magazine tie-dye t-shirts, American Brewer metal keychain bottle openers with the phone number etched on them, and membership in The Bill Society, which earned a coat pin. The Bill Society continually offered various amounts of money for non-professional beer writers to submit their work.Beginning in 1987, Owens periodically ran ads stating: %u201cThe Brewpub Manual. Over 100 pages on how to build and operate a brewpub: brewing process, proforma, equipment, consultants, organization, prospectus, regulations. Price: $2518.00.%u201d167 Over time the manual was revised up to 165 pages and the price dropped down to $150.00 and then to $85.00. He also periodically advertised himself as a brewpub consultant, offering %u201cexpert/practical advise [sic] on: laws regulating brewpubs, brewery design, business plans, equipment manufacturers.%u201d168