Clevelanders Embrace Bitter Beer Face in Honor of LeBron James Cleveland fans have every right to be spiteful, but this may be downright masochistic.

In the wake of LeBron James “taking his talents to South Beach,” Great Lakes Brewing Company, a popular Cleveland restaurant and brewery, has released a new India Pale Ale. Named “Quitness,” the beer has been specially crafted to leave a bitter taste in the mouths of those who consume it.

Clevelanders are embracing the “Bitter Beer Face,” as the company sold 30 gallons of the product in its first three hours on the market.

Apparently, LeBron backlash is powerful enough to overcome Keystone Light’s old slogan.