Beer style beer differently. Since sugars are converted to alcohol during the process of fermentation, gravity can be used to estimate the final alcohol. In beer brewing, a distinction is made between the "original gravity", the gravity of the wort before fermentation has begun, and the "final gravity" of the product when fermentation has completed. Since the concentration of sugars is directly proportional to the gravity, the original gravity gives a brewer an idea of the potential alcoholic strength of the final product. After fermentation, the differences between the final and original gravities indicates the amount of sugar converted into alcohol, allowing
Great Divide Brewing Company expand. In September 2008, Great Divide opened a new brewery that tripled its production. At the same time, they changed the art on all of their labels. The brewery's current branding is marked by sensationalized silhouette depictions of the region from which a particular beer originated (for instance, the sexualized female farmhand featured on the farmhouse ale Colette's label) and irreverent humor, as marked by the Imperial Stout Yeti's, "I believe." campaign. Great Divide Brewing Company was founded with the notion of brewing strong beers, which are defined as having an alcohol content greater than 7%. Six of the thirteen