E-Malt.com News article: USA, MA: Boston Beer makes its first West Coast IPA

The Boston Beer owner, Jim Koch has played with hops over the years, rolling out offerings like Latitude 48, Whitewater IPA, Third Voyage Double IPA, even a mixed-IPA variety pack.

But the industry has changed in the 30 years since Koch founded Boston Beer, and rather than remaining just another style for brewers to play with, the IPA category now dominates the craft beer scene, Brewbound reported on October 11.

“We have been making IPAs for a long time but never really done a straight ahead, West Coast IPA, which is what everyone else has been doing,” Koch said.

Until now. Boston Beer opened the taps on a new, year-round West Coast style IPA called Rebel at this year’s GABF. The company has already tested the new beer in markets like Dallas. Brewed with Chinook, Centennial, Cascade, Simcoe and Amarillo hop varieties, the beer checks in at 6.5 percent ABV and is scheduled to rollout nationally next February.

The company plans to make Rebel a primary focus in 2014, alongside its flagship Boston Lager and various seasonal offerings.

To help catch the consumer eye, Boston Beer has departed from its familiar, traditional look. The Rebel label features an edgy and chaotic graffiti design. The tap handle is a spray can, which the brewers believe will stand out in the large, multi-tap draft accounts that the brand will initially target.

Boston Beer will also bottle Rebel in 6-packs and 12-packs, and Koch said he could envision the brand making its way to cans down the road.



16 October, 2013