fixed gear...beer?

Now i'm no alcoholic but i would never claim edge, so i drink a beer here and there every few months and can appreciate the time and effort that it takes to create a new product and take the risk of putting it into production. Down at lakefront brewery, a milwaukee based brewery that began in 1987, with over 21 different brews, has now released their signature "fixed gear beer". This release isn't a shame to the bike culture, for some strange reason they love it. but for a brewery with so much history, i'd expect something less...trendy? milwaukee, as a very beer and cheese based city holds to Lakefront brewery as a landmark of the city's culture, and this almost puts the brewery to shame. i cant tell if its just a good marketing strategy or just a bad idea overall, either way it'll give the hipsters something else to drown themselves in

besides PBR.