IPAs have long been craft beer’s crown jewel, both in terms of sales and drinkers’ enthusiasm. However, lately, higher-strength IPAs are quietly taking on an outsized role within the category, outpacing the growth of American IPAs and hazy IPAs in Nielsen-tracked chain retail over the past half year.
Going Big: Unlocking the Sales Potential of Double and Triple IPAs
Sales of imperial IPAs are outpacing their standard-strength counterparts. Yet breweries need to find the right packaging mix, price point, recipe, and marketing to keep margins in line.
By Kate Bernot
Industry All Access
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