Longtime friends and beer aficionados Alessandro, Mauro, and Diego always dreamed of going into business together. When they heard that Deauville was looking for new businesses to embody its chic, creative image, they thought they’d create their own brew. “It was a shot in the dark since none of us knew how to make beer.” But the city was won over on the condition that the beer be brewed locally. The trio founded the DAM Bière microbrewery, a nod to their initials, and teamed up with Guil- laume, an expert brewer, and Aurégane for customer service. Together, they make La Bière Deauville, a highly fermented lager in an elegant bottle. Today, it is served in more than 60 hotels, restaurants, specialty shops, and minibars, even as far as Swit- zerland, where the trio are from. Coming soon are an IPA and a new lager, and an online shop to distribute the exceptional beer throughout France.