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The complexity of craft beer has increased so much in the past few years that most of it needs to be enjoyed ice cold and as soon as possible. In order to do this, it requires the drinker to hang around bars and brewpubs or haul a cooler around with them wherever they go.
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http://www.gearinstitute.com/gear-news/gear-spotter/item/the-growlerwerks-ukeg-a-must-have-for-craft-beer-lovers
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