I'd guess it was Discovery that coordinated the Blue Moon ad with the show. I seriously doubt it was up to anyone intimately involved with the content of the show.
I must share this: As Sam was walking into the Peruvian market to get ingredients for Chicha I hear my brother's band start playing. I (and he) had no idea it was going to be part of the program. He knew his band hooked up with BMI to shop their music around, but didn't know anything about Brewmasters. The world got pretty small for me at that moment...there I am, minding my own business, watching a TV show based on my favorite hobby and then...

I hear my brother and his band, originally from Iowa, providing ambiance for a trip to a market in Peru to make corn beer.
I actually wrote sam about it, and in about an hour he responded:
Woah. Very cool. Lotta good karma around that confluence of awesomeness. Thanks for sharing. Sam
Sam Calagione
Dogfish Head Craft Brewery
Dogfish Head Brewings & Eats
I thought that was really nice. It takes a down-to-earth person to do that these days. I have no hate for the man, the beer, or the show.
Jason
