A budding entrepreneur in Brigham, Utah, recently took the traditional lemonade stand and elevated it to the next level.

When the neighbors of the young businessman spotted him holding a poster reading: “ICE COLD BEER,” they were alarmed (naturally), so they contacted authorities.

However, when the police arrived, they were in for a laugh. Written in tiny print above the word “BEER” was “root.” The cops were so impressed with his simple, yet genius marketing strategy, they posted about him on their Facebook.

“Yep, he’s selling beer,” they wrote. “ROOT BEER, that is. His marketing strategy has resulted in several calls to the BCPD, but apparently, it’s paid off as business has been good.”