I saw this pic on my google reader and didn't stop to read the article - because I figured it had to be photoshopped or some sort of joke. Then a faithful reader emailed me to tell me of my awesome-ness and suggested reading the website that goes along with that pic.
The decision to wrap the bottle in a dead animal was taken to indicate how special the beer was, blending brewing, taxidermy and "art."
A great man once told me that "people are crazy!" I think I believe him.