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Fermenting Thoughts: Why are Sierra Nevada focusing their marketing efforts on IPA? (And should we?)
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A recent article from Paste Magazine called Iconic Craft Breweries Are Completely Surrendering to IPA Dominance has divided opinion on IPAs in discussions online amongst beer lovers.
As someone who has a love-hate relationship with IPAs (mostly Hazy IPAs using Citra, Simcoe and Mosaic that look and taste like the next Hazy IPA), this article got me thinking about the nature of marketing IPAs, why we brew them more than anything else, and how lager fits into it all.
Maybe there's room for breweries out there to swim upstream and focus their energies on dark beers, such as Anspach & Hobday's London Dark.
Either way, these are my fermenting thoughts on IPA and whether too should be taking a leaf our of Sierra Nevada's book and mainly pushing them to our customers.
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