It’s official: America now IPA country

Sales of IPA (known as India Pale Ale in some parts, but quite often simply called I-P-A) in the United States surpassed those of Pale Ale for the first time this year, according Symphony IRI.

The data is primarily for packaged goods sold in supermarkets, convenience stores and big box stores but there’s no reason to believe it would be different if you tossed in, say, beer sold on draft in pubs and bars. Officially, “seasonal” is the No. 1 craft beer style, but that’s another discussion.

In his “Craft Brewing & Mid-Year Category Sales Review” Dan Wandel of Symphony IRI told Brewers Association members that IPA sales increased 39 percent in the first half of the year, continuing an ongoing trend that moved it past Pale Ale. He also said that IRI now tracks 253 IPA brands, up 76 in the last six months.

As well as reporting the basic facts (craft beer dollar sales increased 14.3 percent in the first six months, but sales of Blue Moon and Shock Top beers are growing even faster) Waddell took a look at what else beer drinkers buy when they go shopping for their favorite brands.

When craft beers are in a shopping basket there’s a good chance that imported wine will be. Products such as natural cheese, fresh cut salad, yogurt, orange juice and canned tomatoes also index highly. When other beer is in the basket there’s a much higher chance cigarettes, processed cheese slices and frozen pizza will be.

And we wonder how stereotypes get formed.

Edelstoff: A beer fit for a hop queen

Did I mention the Edelstoff from Augustiner was from the wood, and a lot cheaper than beer at Oktoberfest in Munich?

Veronika Springer, Hallertau Hop Queen

Last week Veronika Springer was crowned Hallertau Hop Queen (Hopfenkönigin) for 2011-2012. I didn’t vote for her, but she received 62 percent (1,478) of the votes. The Wolnzach Volkfest tent was rocking, packed with hop farmers and friends washing down traditional festival food with liters of Augustiner.

Veronika Springer, Hallertau Hop Queen

The new queen is well qualified, having grown up on a hop farm and currently working at NATECO2, an extraction plant where hops are the biggest part of the business. She didn’t get my support, or that of several of the brewmasters I was seated with, because she seems to be skeptical about the future of “flavor”1 hops.

Change is afoot in Germany and these are brewers who want to be part of it. That doesn’t mean they are about to abandon tradition, but it does mean the range of flavors from Halltertau hops will soon be broader.2 The crew at the Hop Research Center at Hüll is not interested in copying American hop flavors, but I was there maybe three minutes before I thought, “These guys are not going to be left behind.”

1 With the line between what were once known as “bittering” and “aroma” hops already blurred — and the term “dual purpose” just not cutting it — I’m not sure how the idea of “flavor hops” will fit in, but I heard those words in the UK, Germany and Czech Republic. These could also be called “impact hops.” To the continental palate Cascade is a “flavor” hop; while you’ve got to throw something like Citra or Simcoe at an hop-experienced American for impact. Sound confusing? At least you don’t have to sort it out for a book.

2 These hops are also going to show up in beers brewed in America. I can’t wait.

And the band played on

Session #55 theme: Fabulous beer art

The SessionCurtis at HopHeadSaid has asked us all to write about “fabulous world of beer art found on coasters, labels and caps” for The Session #55. The basics:

  • Choose your favorite label, coaster or cap art.
  • Scan, download or take a picture of your label, coaster or cap art.
  • Write a paragraph that explains your affinity to your entry. Your explanation can be as shallow as or as deep as you want.
  • If the brewery name or beer name is obscured be sure to label your entry to give credit where credit is due.
  • Please limit your entries to commercial examples. Homebrew labels will be a topic for another session.
  • Extra karma points will be awarded to those who write about two or more categories (label, coaster or cap art).
  • Post your blog entry on or before Friday, September 2, 2001 and e-mail your link to curtis [at] hopheadsaid [dot] com.

    • Plenty of options. I don’t think I’ve ever shown you the Hieronymus beer label we own. Or our collection of Sierra labels. I suspect, however, I’ll end up scanning a coaster. Coaster memories more often reflect context. The terroir of the moment.