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Charles Bamforth, the Anheuser-Busch Endowed Professor of Brewing Science at the University of California - Davis has written a book with the idea of illustrating that beer is just as sophisticated, complex, and valuable as wine.
I think archaelogy is cool. Not cool enough for me to kneel in the dirt and hot sun searching for artifacts with just a toothbrush, but I'm definitely fascinated by "lost" bits of civilization.