Hophead Heaven
India pale ales attract fans of bitter brews. By Kelly A. Magyarics
that fi gure jumped to 6.3 percent, according to the Beverage Information Group, Cheers' parent company. Whether draft or bottle, domestic or import, guests are often gravitating towards hopped-up brews with overt bitter tones. Operators have shared their thoughts on the reasons for their rising popularity, how they are merchandized and marketed, food pairing tips and even techniques for attracting the IPA-averse. India Pale Ale was fi rst brewed in England in the nineteenth
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hain operators' guests are falling in love with IPAs. In 2009, the style was responsible for 2.8 percent of the total beer market in the United States; last year,
IPAs, including Traditional, English, Black, White, Red, Double, Imperial and also those blended with Belgian beers.
WHY THE CATEGORY IS HOT Snider views IPA as one of the hottest growing beer styles
century, using pale malt that gave the style its moniker. IPA's heavy inclusion of hops gives the brew its distinctive bitterness— making it a polarizing subcategory among beer fans. "Most of them either love or hate the style, as it's very complex, with a heavy bitterness," admits Kip Snider, director of beverage for the Irvine, California-based Yard House Restaurants, which operates 36 upscale, casual American fusion restaurants in twelve states. Each location sells between twelve and twenty
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Cabernet or the Northern Rhône [wines] of the beer world," declares Joshua Pauley. "Th ey are huge, massive and intense beers that spare no expense in the fl avor department." Th e beverage director for Black Restaurant Group, based in Bethesda, Maryland with seven concepts in the Washington, D.C. area, off ers about a dozen IPAs at Pearl Dive Oyster Palace and Black Jack, a duo of venues under the same roof with 78
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for several years running, as beer drinkers' palates continue to evolve, as guests look for heartier, fuller-bodied brews. Popular brands at western U.S. Yard House locations include Ballast Point, Bear Republic, Green Flash and Firestone; closer to the East Coast, guests order Dogfi sh, Harpoon and Southern Tier. Most range from $6 to $7 per pint. "IPAs are quickly becoming mainstream, like the California
