It looks like NBC has been spending quite a bit of time in Petaluma.
That's because the network has just aired a three-part video series about our favorite brewery, Lagunitas. The news crew profiles owner Tony Magee and gets his take on the company's meteoric rise over nearly two decades in operation.
Magee tells NBC that the hoppy taste of his beer that so many love was the result of trial and error, and some instinct.
"Life is a process of elimination," he says. "You never know what you need or what you want, only what you won't tolerate anymore."
Like a red beer called Ragwater that never left the assembly line.