Dis­cov­ery Chan­nel really knows their demo­graphic. “Dead­liest Catch” may have run aground, but leave it to those geniuses to hit upon a sub­ject nearer and dearer to me: craft beer. The kicker? Throw Dog­fish Head beer guru Sam Cala­gione into the mix and you’re bound to attract an audi­ence of lit­er­ally dozens of beer geeks from around the U.S. A hit!

My main ques­tion is why didn’t I know about “Brew Mas­ters” before catch­ing a com­mer­cial dur­ing a Tottenham-Arsenal match on ESPN2? I’m not even that much of a soc­cer fan. And I fol­low @dogfishbeer on Twit­ter! Serendipity!

Not sure that I’ll be able to watch when it airs as it shares a time slot with a lit­tle show called “Board­walk Empire,” but you bet­ter believe I’ll be DVR-ing it like a boss to watch Mon­day night while Helen checks out “Gos­sip Girl.”

UPDATE: I may have spo­ken to soon. Read this funny post over at A Good Beer Blog for the details. “Cake Boss” of beer sounds apt. Could be a turkey, but I still have love for local craft brew­ers. Go Sam!