Last night Sara and I walked a few side-streets east of Yonge to pick up some stuffing for knitted cacti that she's gifting this season.

As we admired houses adorned with Christmas lights, we got to talking about Silly Sir and what the company really is and what it stands for, and the idea is slowly becoming more focused.

Successful businesses excite customers by offering something original that can be sustained over time. I want to build a company that appeals to casual beer drinkers who are put off by the snobbish stereotypes that often typify the craft brewing community. The Silly Sir experience will be one that parodies both the micro and macro brewing industries in order to bring people together under the banner of exceptional beer.

Think Willy Wonka's Chocolate Factory, but for beer.

That's all I'll say for now.