As upside down as the critter on their label, such is the state of micro-breweries in the state of Oklahoma.
"Nobody opens breweries here because it's a pain," said Dead Armadillo co-founder Tony Peck.
It wasn't until last week that Oklahoma breweries finally got the ok to offer samples, and just samples.
"I can never sell beer to you, nobody can walk into a brewery and buy anything," he said.
Despite all the red tape, Tony Peck and Mason Beecroft are pushing forward with their black and yellow label.
"This first year we're shooting to make 500 barrels of beer," said Tony.
Dead Armadillo is an endeavor launched like all great American companies, from a garage.
"We have an amber ale that is eminently drinkable," said Mason.
"The goal is to eventually work full time at the brewery," said Tony.
"That is our goal. We want to be distributing several thousand barrels of beer every year," said Mason.
To get there they need some startup capital.
"I have a powerful thirst to spread good beer to the masses," said Mason in a clip from their Kickstarter video, as they try to raise $10,000 to help them fund a canning operation.
"We're almost half way to our goal, so we appreciate local support," he said.
Dead Armadillo, trying breath new life into a tough state to be a beer lover maker.
"Oklahoma city and Tulsa are beginning to build a craft beer culture, but right now we're on the front end of a new market," said Mason.