Ritalin for early thirty-somethings.  The joy of entering your thirties includes making a little more money, having hornier (hormonal) wives (girlfriends), and feeling OK about “taking it easy” at night because they actually have legitimate responsibilities to take care of the next day.  Sierra Nevada, and other slightly more expensive, hoppier beers, is like the “chill pill” for yuppie account executives who normally have a difficult time exercising self-control when going out on double-dates.  Harder to chug, Sierra Nevada helps prevent the natural inclination to turn into “Frank the Tank,” and keeps him as a pussy who is already starting to feel depressed by leaving his better days behind him.