We’re yet to reach peak IPA

Humble no more, India Pale Ale (IPA) is undoubtedly a leader in the beer category when it comes to sales performance, driven by its ability to deliver on flavour and experience.

The category, based on CGA’s OPMS data which segments the performance of pale ale and IPA within the craft beer sphere, is booming, with volume sales up over 30% for the 12-month period ending 19 May 2018.

To put that into perspective, 238,358 barrels of pale ale and IPA were sold in the on-trade during that period, equating to 390,095 hectolitres.

There is an expectation of continued growth, with senior analysts such as CGA commercial director Graeme Loudon predicting more positives.

“IPAs and pale ales will continue to be the bedrock of, not only the craft beer market, but the wider ale market too,” he says.

“IPA’s easy-drinking style and taste profile make it a very accessible category, and one that we see a lot of crossover with the lager market,” continues Loudon.

“In recent times, particularly within craft, the trend has been towards brewing higher ABV IPAs, and while growth will continue here, I expect that there will be bigger growth within the lower ABV IPA market as heavily-hopped styles lend themselves to lower-alcohol drinks, which are also a growing trend within the market.”

Plethora of IPA styles​

Much of this interest is derived from the plethora of IPA styles coming on to the market, such as white and sweet.

New England IPA is also highlighted among beer experts as a particularly interesting variant on the market, which is characterised by its hazy aesthetic and highly hopped flavour and aroma.

So with the segment in rude health and growth anticipated to continue, it makes sense for brewers to launch IPAs of their own, which is exactly what Hobgoblin has done with its Hobgoblin IPA.

Head brewer Jon Tillson views IPAs as ascending in popularity and was one of the forces behind the launch of the brand’s IPA into bottles last year.

Its increasing popularity among consumers led the brewer to recently push it into keg for the on-trade.

“Launching an IPA was an opportunity for us to extend the brand into a market that’s in growth,” says Tillson. “Everybody is aware of the IPA style, it’s very much in growth and is attractive to beer drinkers.”

Hobgoblin IPA has an ABV of 5% and has a heftily hopped aroma, brewed with Fuggles, Goldings and Styrian hops before being amped up with American hops.

During the past decade, consumers have rediscovered beer and are keen to understand it more than ever, Tillson adds, saying IPAs fit well within that theme. “They realise it’s more than ‘beer’ and there’s more to it than being straightforward lager or bitter.”

IPAs are accessible​

IPAs are accessible, interesting and appeal to all ages of drinkers, but especially those below 35, he adds.

Many factors are playing in favour of IPA’s growth, the brewer adds. One of the bigger factors in the beer's growth is an increasing appetite for more premium products, says Tillson.

“People want to drink something that tastes great and has been made well and are happy to pay more for premium products. They understand they cost more because they are more expensive to make.”

What does the future hold for IPA, though? Well, the brewer agrees that, if he knew the answer, he would be doing it already.

Tillson explains: “You can only look at the raw materials available and brewers are blessed with a vast array of cereals and hop varieties.

“There’s an infinite number of combinations, such as fruit IPAs, but it’s impossible to say what the next big thing in IPA will be.”

There will undoubtedly be more experimentation in the IPA field to drive further interest around the segment, the brewer adds.

Some brews will work, while others will fall by the wayside, but that’s the beauty of today’s beer market: consumers are willing to try the new creations brewers put in front of them.

This feature was brought to you by The Morning Advertiser and funded by Marston's-owned beer brand Hobgoblin​