After the war between the AESIR and VANIR, all the Gods made a truce by spitting into a bowl. They stirred up the mixture and created a new God of Knowledge out of the potent mess. His name was KVASIR and he was made the most amazing diplomat to prevent further disagreements
Sadly he didn’t last long as he was slaughtered by treacherous dwarves, who drained his blood, mixed it with honey and fermented it into a highly potent mead. This became known as Kvas, the Mead of Inspiration, a fiery brew the color of beetroot. Drinking it was a highly enlightening experience.
ODIN, who desperately wanted a taste of the infamous brew, used every subterfuge in his extensive repertoire to gain access. Eventually he appeared in front of the buxom barmaid GUNNLOD and begged for three tiny sips. After a little friendly persuasion, she granted his request and watched in horror as he drained all three jars to the dregs. He then changed himself into an eagle and flew off, somewhat unsteadily.
This looked like the end of the Mead of Inspiration, until it was discovered that fermented beetroot juice produced much the same effect. We have a theory that the blood of KVASIR was such a beautiful Godly red that the left-over dregs were thrown onto a field of beetroots to inspire growth. This is so far unsubstantiated, but you have to start somewhere and stranger things have happened.
Soon everyone was making Mead of Inspiration. So the KVASIR Beetroot Brewery is more than likely the cause for the proliferation of drunken poets which permeate society in every century.
It also happens that once upon a time the Chief Godchecker, in a previous spiritual existence, made some beetroot wine. It was indeed a godly red in the first stages, but as fermentation ceased, the color slowly faded to a pale tawny rust, or washed-out bloodstain. It was left to mature for a year or two, when upon sampling it did indeed prove to be very inspirational...