Bell's Light Hearted Ale

Well, he is a Cubs fan...

 

Or perhaps among the Beer Geek segment the term of "Session IPA" has a less than favorable impression? Maybe they think they could market this beer better (i.e., better sales) if they used a differing descriptor of Lo-Cal IPA?

I would be surprised if they did not test market this concept.

Cheers!

 

I think I read in a Bell's newsletter recently that a small batch will be on tap at the Eccentric Cafe soon. I can't find that newsletter to confirm it.

I found a news article that talks about the distribution being year-round to all of Bell's distro footprint in 12 oz. cans. A test market of this beer already occurred at the brewery store and Eccentric Cafe last April.
https://www.mlive.com/news/kalamazo...kzpAOZ0sInU_4FUvtM9yoxsHRtdZghexphlVNLS2GOYog

 

Nice can. Looks like a SRM scale.

 

I was referring to test marketing the descriptor name (i.e., Lo-Cal IPA vs. Session IPA).

Cheers!

 

Put me down for six; I’m willing to give it a try. There are a half dozen or so session IPAs that have nailed the texture, effectively making super hoppy pale ales. Do this with Bell’s yeast and 100% Centennial hops, and you’ve got a winner.

 

I’m all for sessionable hoppy beers but 3.7% abv is absurdly low. It’s Bells, do I’ll try it. Will be interesting to see how it’s priced.

 

Larry brew?

 

I don't think he does anymore, but I'm certain that he's the one who makes sure that it gets done right.

 

Bell's is just trying to capture the current low-calorie craze in the craft brewery movement. I wish them well, but remember, if you gain weight from drinking beer, eat less.

 

That’s where I am at. I am going to assume it will be sold at a premium so for me it’s gonna be hard to shell out $8-$10 for a low calorie 3.7% Abv ipa. Personally would rather have one or two good ipas and or a lot of a cheaper beer.

 

Props for Bell's for marketing a true session IPA (under 4% ABV), even as their in-state competitors try to convince people to drink 4.7% ABV beer All Day. I've heard Minnesota is the number one state for Two Hearted sales, surpassing even Michigan (that may be outdated or apocryphal information). It's also the last 3.2% ABW state (grocery and convenience stores can carry beers only up to 4% ABV). I could see this being a big hit here.

Centennial is a wonderful hop, much underutilized in 2019, and I think it lends itself well to a session IPA.

 

It seems to me that it's the mouthfeel as much or more so than the flavor that is lacking in session IPAs. Some of them taste good but don't drink well.

 

With a name like light hearted I feel like there should be jokes printed on the bottom of the can.

 

agreed, if i could only have one ipa for the rest of my life two hearted would be it. i feel like this is a punch in the dick but im not sure how to explain why

 

what did the green grape say to the red grape? breath dammit breath!..like that?

 

Another scenario could be that haze bros are are realizing that 500 calorie lactose, fruited, milkshake IPAs are catching up to them and Bell’s is trying to take advantage of a weight conscious demographic?

 

You're in luck. Just heard MillerCoors brewed batches of it at all seven of their US breweries last week, and previously brewed batches are supposed to hit retailers' shelves next week, too.

Hmmm...

 

At the 2003 NHC in Chicago, Larry said he was now an executive, and hadn't brewed in a while. John Mallett has been Director of Operations since 2001. There are many brewers making the beer.

 

I'd consider him the "Head Brewer."