Most of us shy away from our mistakes, try to keep them hidden and hope nobody will notice. After all, good publicity and link building only come from positive stories, don’t they?

That’s not so, as Colorado Brewer, Ska Brewing demonstrate in a clever piece of marketing…

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The story appeared in this article, Ska Brewing Uses Humor to Turn a Bad Hops Contract Into a Beer.

Story from Westword about Ska Brewing's big mistake.

Journalist, Jonathan Shikes of Westword tells the story:

The year was 2014. The sun was shining, the flowers were blooming, and Ska Brewing was getting ready to introduce a new year-round beer, Rudie  Session Ale …which Ska tagged with the line “Rudie can’t fail,” from a Clash song of the same name…

…Fast-forward to 2017. “ Rudie is failing,” says Ska co-founder Dave Thibodeau.

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