2. I think it would be great to designate a specific time on the first football game date of this beer's availability for an ISU tailgate-wide toast. Everyone who has one of the brews would raise it and shout a designated phrase at the same time.
Two hours before kickoff, everyone hosting a tailgate should shout:
"Love the process!"
Everyone at the tailgate should shout in response:
"And the process will love you back!"