(Milton, DE) – Craft beer (or at least Dogfish Head) will be back in the national spotlight beginning this Sunday night.

Some of the ink out there on Brew Masters:

Discovery Channel has launched the official website and official Facebook page.

Bars and pubs from coast to coast are hosting “viewing parties.”

Eater provides us the best glimpse yet on what the show will look like, complete with interview with Sam Calagione and a 6-min clip.

Here’s a mention of a sneak peek preview event in the Washington Post.

A lifestyle spinoff of the Los Angeles Times caught up with Calagione.

Not everyone is jazzed about the show, however…

Jeff at Beervana shares his concerns about Brew Masters: “[Sam’s relationship with Dogfish Head] highlights a conflict of interest I find really uncomfortable. Sam is not a neutral observer. Sam’s a businessman who wants to sell as much of his beer as he can. That’s fine, but when he’s presented as the objective source of information, he has this enormously valuable platform to pitch his beer.” Alan at A Good Beer Blog likens it to Cake Boss, a “reality” program known for its predictable, unlikely plotlines (the show is set in a bakery).

Brewers Association Director, Paul Gatza, voiced his skepticism about craft beer on television earlier this year when news spread that Fox was testing a small brewery sitcom pilot: “My gut reaction is that this isn’t good news and won’t help craft brewing’s image. […] Somehow I think operating a small brewery on tv is going to be easier than in real life.” Of course, this is a different beast because we’ve got an actual brewery being featured.

One thing is for sure…we will be able to judge for ourselves what Brew Masters will offer beginning this Sunday at 10pm (EST).