Budweiser's ex-marketing chief: Weed is the new craft beer

Re:Budweiser's ex-marketing chief: Weed is the new craft beer by Retric on Monday November 13, 2017 @05:53PM (#15691041)

IPA is just another fad.* It was designed to be shipped to India on sailing ships without refrigeration and have a high alcohol content.

It's different than the mass market piss Americans are used to, but there are much better options for the average pallet.

*It's not going away, but it's current popularity is outside of historic norms.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by jartelt on Monday November 13, 2017 @06:27PM (#15691238)

Historic popularity and sailing ships don't matter much here. Many popular IPAs nowadays are being dry-hopped with hop varieties that were selectively bred within the last 20 years. These hop varieties simply taste/smell a lot better than what was used before and many people really like the results. If anything, IPAs are actually trending more towards the average pallet today. Brewers are making more approachable fruity New England style IPAs and fewer bitter, super high IBU double/triple IPAs.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by rmcpherson on Monday November 13, 2017 @06:28PM (#15691239)

The IPA of today bears little resemblance to the original including differences in hop varieties, process, purity of yeast cultures.

The proliferation of hop varieties and investment in hop research, especially in the last 20 years, means that the juicy IPA of today has no historical precedent.

While IPA may be a "fad" in historical terms, it is the one with the most staying power in the current craft beer boom. Hops aren't going anywhere, just getting used in new and different ways and there are even relatively recent products that are going to change hoppy beer flavors for the better as they see wider usage. See, for example, https://ychhops.com/hop-products/cryo-hops

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by bluetwo on Monday November 13, 2017 @06:19PM (#15691188)

I have a half dozen microbreweries within 10 minutes of my house and I don't see IPAs going anywhere.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by koyote on Tuesday November 14, 2017 @02:06PM (#15698129)

I believe the reason IPAs are very popular is because they are very easy to make compared to other types and quite difficult to mess up.

I have been brewing my own beer for several years now and getting a lager or wheat right is very difficult. My IPAs on the other hand were all very drinkable and did not differ much from what I'd get from a craft brewery.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by santaclaus on Monday November 13, 2017 @06:26PM (#15691228)

IPAs keep getting better. The current New England IPA craze is a delicious thing.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by Balgair on Monday November 13, 2017 @06:11PM (#15691146)

Maybe. Beer-dom is moving about still, try getting a ticket the GABF next year. You'll find some pretty crazy stuff. Also, I think the IPA craze is already over, it peaked in 2014 or so. Now it's all sours and martzens. Nearly every brewer I see is doing something with a German brewery or ageing in some whiskey barrel or another.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by mmmpop on Tuesday November 14, 2017 @01:00AM (#15693015)

Try going south of Colfax once in a while.

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Re:Budweiser's ex-marketing chief: Weed is the new craft beer by Balgair on Tuesday November 14, 2017 @12:23PM (#15697088)

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