First bookstore with its own beer line?

Portland's Rogue Brewery has come out with a MOBY DICK-themed pale ale in partnership with Powell's:

"Michael and Emily Powell took pages from a copy of the book and, along with Rogue Brewmaster John Maier, placed them into the brew kettle."

I have been on three brewery tours in my life, and none of them prepared me to answer how this could work. But I might have to order it online to do a taste test... A Baltimore brewery, not to be outdone, is rolling ahead with Edgar Allen Poe-themed beers, even though the author's drinking problem makes that a little, pun intended, distasteful.