When we sat down at Three Floyds’ Munster-based brewpub with co-founder Barnaby Struve, the pint pioneer discussed just why he is so fiercely protective of his product. The answer lies somewhere between a learned passion a la Nick Floyd (who started the brand in 1996 after studying brewing at the Siebel Institute of Technology) as well as making a resolute choice to not give people exactly what they want.

Proving that beer’s inferiority complex is well on its way out, Three Floyds has shown itself to be a brand whose patrons can only be described as fanatical. From Dark Lord Day (a hybrid beer/music festival with a decidedly Three Floyds demeanor) to wild attempts to stockpile inventory, the following of the Munster-based brewery is second to none.

Craft beer has never been more popular – it’s invaded our neighborhood dives (for the better) and even crept into the popular cinema. How does, then, Three Floyds stay afloat in the (bubbly) sea of competition? The recipe for success is in Barnaby’s advice for Chicagoland entrepreneurs: “Don’t make a product that sucks.”