While in Austin for the holidays, I noticed a Boulevard beer display in a really upscale grocery store called Central Market. I was initially struck because Boulevard was being distributed that far away from Kansas City (over 700 miles down I-35). And, truth be told, I have a sentimental attachment to their pale ale because it was the first beer I ever fell head-over-heels in love with. But what struck me most was the chimenea, half-covered by a huge red bow, and the fake fire in there (it looks kinda real in this picture, but it was really some tissue paper, a fan, and a light). What the hell does a chimenea have to do with Boulevard beer?

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