The news (and press release) making the rounds right now is the imminent opening of Urban Chestnut Brewing, a St. Louis brewery start-up made most notable by the fact that it’s being started by two former Anheuser-Busch employees. One is a former brewer for A-B, the other was in sales and marketing.

The PR is hitting all the right points for craft beer marketing—here’s a pull:

UCBC likes to call its unique brewing philosophy Beer Divergency —a ‘new world meets old world’ brewing approach wherein UCBC contributes to the ‘revolution’ of craft beer through artisanal creations of modern American beers, and pays ‘reverence’ to the heritage of beer with classically-crafted offerings of timeless, European beer styles.

UCBC will create, brew and offer their beers under its Revolution (American craft) and Reverence (European traditional) series.

Revolution: Our contribution to the renaissance of craft beer—brewing artisanal, modern American beers.

Reverence: Our celebration of beer’s heritage—brewing classically-crafted, timeless European beer styles.

They’re located in a 1920’s garage in the Midtown Alley district of St. Louis, and plan to begin distributing their beers late this year. No word on whether they’ll be available outside of the St. Louis area.