would you say that s awesome? all right. i m glad you like it. reporter: sam is proud of the latest creation, american beauty. the sweet earthness of the honey. reporter: the beer he brewed with a rock band the grateful dead. we asked dead heads and dog fish heads to choose ingredients. you can imagine some of the ingredient suggestions. reporter: i bet. it s pint sized and proud of it. if we want to go really fast, we probably have to do an ipo and bring in venture capital money and lose control of the company and somebody would not let me put granola in beer and i would not be happy. reporter: this is one ceo that loves operating way off the unbeaten president. another dog fish beer is being brewed with actual moon dust. it s off centered for off centered people. we know we ll be a niche company