It looks to me like the Resig brothers, clever fellows that they are, have hooked up with a brewery to create a brand (KCCO - Keep Cool and Chive On), created a website with social aspirations and a dating service at theChive.com, and a roster of festivals around the country to get Chivers and Chivettes together to swill the brew. They also have a charity and a non-profit corporation. And their websites are really cool. And, BTW, quite sexist.
I am surprised they aren't trying to start a religion as well.