01 Aug 2012 @ 12:59 PM 

God I wish this was going to be a long post, but it’s not.

Tomorrow is IPA Day, and I can’t get behind it.

Nevermind the fact that IPA is the first jumping off point for every beginning craft beer enthusiast that is trying to get as far away from premium lager as possible. Nevermind that the vast majority of IPAs are over-hopped and over-wrought and are just one-note hop bombs with very little subtlety or nuance.

Look at your calendar and look at all of the SUCH-AND-SUCH Day holidays that are on there. Mother’s Day, Father’s Day, Secretary’s Administrative Assistant Professional’s Day. There’s a Grandparent’s Day, Boss’s Day (I assume this is about Bruce Springsteen), National Doughnut Day, National Catfish Day, and whatever the hell else you want. You know what they all have in common? They are held to bring specific attention to something that is generally under appreciated.

IPA? Really? The single best selling style in craft beer? Every goddamned day is IPA day. It doesn’t need a specific holiday. You want to know why there’s a Black History Month and not a White History Month? Because EVERY month is White History Month.

Why aren’t we celebrating a style that NEEDS a little bit of extra attention? Bitter! Bock! Pilsener! (speaking of an under appreciated style) Schwarzbier! Vienna Lager! Baltic Porter! ANYTHING but freakin’ IPA.

IPA is delicious, but it’s EVERYWHERE. It doesn’t need to be put on a pedestal, it needs to be joined on that pedestal by other delicious beers.

Join me by using #IPADay to celebrate a beer style that you feel needs more appreciation and attention, instead. Take it back and go somewhere new! I’ll be tweeting using: #TakeBack #IPADay

Tags Categories: industry, marketing, op-ed Posted By: erik
Last Edit: 01 Aug 2012 @ 01 00 PM

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