Orthographers of Colorado Springs, you'll need a beer for this one:
Dueces Wild Brewery? Not a typo.
"'Deuces wild' is a very popular business name, so we figured maybe we spell it wrong," said Rich Hysing, whose veteran-owned brewery is set to open soon in Colorado Springs. "Maybe we'll get lucky and when people Google it, they'll misspell it too."
The story behind the bane-of-autocorrect name goes back more than 20 years, though, to when Hysing - an Air Force retiree whose former call sign was "02" - commissioned a batch of custom T-shirts featuring the numerical word in question.
"I went to go pick up the shirts, and that's when I noticed it was misspelled," said Hysing, who couldn't afford to have new shirts printed so chose to own the mistake. "I thought it was kind of funny. I mean, how many people spell 'deuces' right the first time?"
I imagine that depends on whom you ask and how much everyone's had to drink. But for the "record," only about 30 percent of people unofficially polled by Hysing and his business partner, Bill Gillette, knew the correct spelling.
"Yeah, I guess we're kind of taking a chance. We'll see what happens," said Hysing.
The Castle Rock native was stationed in Montana in the 1990s when he and Gillette met and bonded over a shared love of beer and entrepreneurial aspirations. When Gillette moved to Colorado, the two started talking seriously about a future in the beer industry.
"It's taken about three years, but we did it," Hysing said.
The Dueces Wild team also includes investor Ty Dejane, a combat-disabled Army veteran featured in Daniel A. Sjursen's "Ghost Riders of Baghdad: Soldiers, Civilians and the Myth of the Surge."
"Ty will be behind the bar, slinging beer," Hysing said. "He's an important part of everything we do here."
Another veteran, award-winning brewer Jeff Lockard, oversees the brewhouse, which will produce seven flagships, including a stout, porter, amber Kölsch and IPA.
"Jeff's won multiple gold and bronze awards from the World Beer Cup and the Colorado State Fair," Hysing said. "He's an absolutely amazing brewer."
The brewery's location, beside a popular sandwich shop at a retail plaza north of Peterson Air Force Base, also is key to its identity, Hysing said.
"We chose this because we really like the community, like being around the bases and around the military," he said. "We figured it's a good way to give back ... and help restore and invigorate that part of the neighborhood."