I recently passed a huge lorry-truck, by one of the more famous Dutch beer makers. I was on my city-bike. The driver was a big burly man, tattoo-d, sweaty. I was neither of those things. Weirdly however, we seemed to be both doing the same job. Yes, I was on my way to deliver a new batch of Hoppenheimer to the specialty beer shop in Amsterdam, de Bierkoning.