Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/143145
Deschutes' Chainbreaker White IPA (a The wide-spread belief that a can's lining would taint the hybrid with a Belgian wit) is one of beer has been debunked. But what about the final obstathe many new twists on IPA that are cle, the likelihood that consumers would drink straight hitting the market. from the can, missing all the precious aromatics released by beer in a glass? or Ballast Point Sculpin. In typical Boston Beer In recent years, even breweries that Lagunitas India style, the company solved the had shied away from brewing an IPA Pale Ale was the problem with a new design, a took the hoppy plunge. New Belgium fastest-growing IPA in 2012. can shaped to create more released the eponymous Ranger to turbulence, and better aera- honor their field reps ("rangers"), who were tired of deflecting requests for a tion of the beer while drinking. In releasing Boston Lager in cans, Boston New Belgium IPA. Sierra Nevada, havBeer is late in adopting a well-established ing retired their English-style IPA some trend. Canning, once limited for reasons of time ago, is doing well with Torpedo, an cost to the largest brewing companies and aggressively-hoppy "extra" IPA. Such is the pull of the IPA name that saddled with a déclassé image, has now been adopted by over 300 craft breweries, accord- beers that depart radically from style are borrowing the badge. This began with a ing to CraftCans.com. For this convenience and accessibility, con- decade ago with double or imperial India pale ales that sumers have to thank Oskar Blues Brewery, were far stronger than normal. Now, new twists include which in 2002 became the first American craft IPAs that gloss over the word "pale": black IPAs (hoppy brewery to can its own beer. The Colorado but black), including 21st Amendment's Back in Black or company has done so well with its image- Stone's Sublimely Self-Righteous; or white IPA (a hybrid shattering work that last December it opened a second with a Belgian wit) such as Deschutes' Chainbreaker White IPA. Belgian India pale ales appear to trace their brewery, in western North Carolina. Oskar Blues will soon have company in the Blue heritage two different continents. And what are drinkers to make of a "session IPA"—an Ridge Mountains, where two India pale ale with low alcohol. other major micros, New Surely, that's a pale ale that's Belgium and Sierra Nevada, taken a marketing course? have decided that nearby Year after year, IPAs are Asheville's beer-centric culture topped in popularity only by a and central location make it an style that is not a style: the ideal location for a second seasonal category. Limited in facility. time and availability, these Other fast-growing micros beers are eagerly anticipated have decided that a second site Shipyard Export Ale, an American Blonde by craft drinkers. But conis the answer to the challenge Ale, was launched earlier this year. of how to get a local product to sumers also become frustrated a remote audience. Lagunitas Brewing Co. of Petaluma, that the "seasonal" roll-outs are moving ever earlier on CA, has construction underway in Chicago, and another the calendar: sought-after pumpkin beers may be supCalifornia brewer, San Diego's Green Flash, announced planted by winter ales before Halloween, and the seaplans for a facility in Virginia Beach. sonal maibock (May bock) can vanish by March. Finally, a niche within a niche, deliberately soured beers seem to have caught brewers'—if not conWHAT'LL YOU HAVE? n the early days of the craft beer movement, pale ale, sumers'—imaginations. Though the puckery flavors the English staple, became the most popular style. In may never enjoy wide popularity, the category grew recent years, though, it was overtaken by its burly sib- from a small base by a striking 31% in 2012. Although a ling, India pale ale. And within the IPA category, the large craft brewer, New Belgium, has been one of the more assertive examples attract an enthusiastic following. pioneers introducing these unique beers to American Lagunitas India Pale Ale, the fastest-growing IPA in drinkers, sour beer brewing may be the kind of small2012, is also the brewer's flagship beer. It joins other batch experiment best suited to local companies. So will the emerging beer of next year be a locally popular and widely available examples of the style, I including Bell's Two Hearted, Bear Republic's Racer 5, brewed, seasonal sour ale…in a can? I Beverage Dynamics • www.beveragedynamics.com • July/August 2013 • 29