Avery followed that up with the Dictators: three powerful beers dubbed the Maharaja (a hoppy, dark amber ale), the Kaiser (a deep copper, traditional Oktoberfest brew) and the Czar (a robust stout with hints of toffee and mocha).

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Then there is the beer, some 71, 000 hectoliters worth, and for those not sharp on their hectoliters, that is about 1.9 million gallons, or around 8 million of those giant liter steins they serve, each of which is close to three typical beers.

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The bicentennial Oktoberfest in 2010 drew over 8 million: imagine everyone in New York City put into a fairgrounds for two weeks to listen to oompah bands and drink beer - nearly 2 million gallons worth, or around 8 million giant liter steins, each close to three typical beers.

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"If they have four or five beers on a Saturday night, they should have three or four instead, " he said.

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Under the new agreement, Alrosa has agreed to sell De Beers at least one-third of its output of raw diamonds for the next three years.

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