The beginning of fame?

I won't post it here for now, since photojournalists usually are rightly concerned about copyright issues, but today marks a milestone for my son. It's the first time he gets his picture in the paper. I'm betting it isn't the last.

Stumped

In what must be an increasingly rare occurrence, I came across a word today that yielded no results in Google, MSN, Technorati, or either of two online dictionaries. The word is "schissaranda." I found it, if you must know, in the text of an ad for New Belgium Brewery.

The irony, of course, is that my reporting it here will in time lead to its being listed in those search engines, if not in dictionaries. But I still won't know what it means. Any ideas?