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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.
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.
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