Supermarket IPA - a new IPA substyle?

Oh. And.

*sigh *

 

Oh, really? This definitely explains the amount of their videos to do with the task of tasting beer. Because, as you may have noticed with this particular video. The different vessel completely changed the perception of the beer.

 

I would argue that Ken Grossman owns the most successful craft brewery.

 

When's the first tasting video produced by nate?

How does the level of "tasting videos" by ownership or lead brewers from successful brewers correlate to success?

 

You can argue that. You should call your ex wife if you want to argue though, not post here.

 

Nah, I don't have anything to say to her.
Sierra Nevada is the shit, though.

 

If you manage to surmise they don't, because they have time to post all of this other stuff from competing breweries. That's on you.
If you're getting snarky, and don't realize breweries spend an awful lot of time tasting, and analyzing. That's also. On you.

 

No doubt that Nate's success with treehouse makes it more realistic for him to spend time making these videos.

I struggle to see how the lack of publicly posted tasting videos from founders/brewers has any relation to brewer success.

 

The idea of a supermarket IPA is stupid. These are just regular IPAs that are widely available. If we are going to start subdividing beer styles according to how relatively difficult they are to obtain, I’ll be left with no choice but to resign.

 

Yep. They are regularly available due to the brewers' consistency and hard work in growing their business. I'll take a Stone IPA, Torpedo, or Two Hearted that I know to be fresh because there's good turnover vs. a beer I have to drive or trade for any day.
Not to say that I don't also like fun, new beers, but at the end of the day, I just want a good beer.
Maybe in some markets it's a bit easier to get a hold of beers that are on the cutting edge, but I know what I want.

 

Founders, established in 1997 vs. Treehouse, established in 2011
I also struggle to see your point.

 

videos don’t produce that success, but having a great palate absolutely does. If you can understand subtle differences long before you can afford expensive lab equipment that means you can make better, higher quality beer than the competition.

why make videos? I’ve watched enough of his stuff to see him give shoutouts and love to old and new school beertubers, different holebrew channels, etc. I think he’s putting marketing dollars into something he really loves that could probably get better ROI elsewhere if he was just being a pure businessman about it.

I don’t get the hate for these. I enjoy experiments and blind tastings. No idea why it gets some people upset.

 

Founders Centennial!

 

They don't. They sure can't hurt either. Creating content is (not for everyone or every brewery anyways). It's good publicity, and creates a dialog. It hews to the personality of the brewery, and MO. It's an extension of the more traditional routes; whether printed like how BA made its mark, or the online quasi lifestyle beer magazines like Good Beer Hunting, and its ilk.

 

I think some people are failing to recognize the humor in your title Jack.

Torpedo


This Tree House video came across as disingenuous. He was clearly surprised that he initially choose Goose Island as his favorite. He also clearly disliked drinking Stone IPA. Then in the second tasting he dismissively ranks Goose below Stone and acts like the favorite of the second tasting was the clear overall favorite.

He attributes the differences in rankings to the canned beers not being lightstruck and not being warm. Come on. When he drank the first beers, he mentioned how he was getting more complicated impressions as they warmed up. The only negative comment he made in that regard was saying that Goose Island was getting weird as it got warm. If Goose got worse as it got warm, then switching it to last place when the beers were cold is totally illogical. He also didn't say that any beers tasted lightstruck during the first tasting - and that's something that he should be able to do based on his video persona. If the beers were all lightstruck and pretty similar, then why would the canned beer ranking be essentially the same except for a total 180 on the Goose Island.

He likely (or mainly) knew which beer was which in the second tasting. If he didn't mainly know which was which, then it only indicates that he isn't getting adequate impressions of the beers. Between the two tastings, he was drinking the beers from the cans - and likely without being blind to the brand. Goose Island is the only beer in a 16oz can. I have little doubt that he can tell when he is holding, drinking from, and putting down a 12oz can vs a 16oz can when blindfolded.

The ending "moral" clearly shows him trying to invalidate his initial ranking - and the only major difference between the two is the ranking of Goose Island. If you don't want to stand by your tasting results, then don't feed me BS when you could just honestly talk about how impressionable people are when experiencing something. He could have just said that if he did the tasting on a different day, he might have put them in a different order.

 

I don't hate them, I just don't care. The thing that puts me off is the fact that they seem to very much be "look at me! I'm an attention *****! Listen to me!" type things. But, I'm older, and a lot of YT posts seem more the people seeking validation than supplying information. He could provide the same information by doing voice overs. The fact that he needs to put his face on the things leads me to think that there's a bit of insecurity involved, that he's not comfortable letting the work speak for itself. I'm not going to give him the ego stroke.

 

I assumed it was tongue in cheek—but when it comes to BA, IPAs, and conversations about style designations, you just never can be sure.

I’ve said before on here that I simply lack the patience for most YouTube type videos. I’m not on social media (outside of BA, if that’s what this is) and honestly I think it’s a generational thing—although my wife, who is a year older than me, will watch endless YT videos about fashion, makeup, expensive bags, shoes, etc. I don’t know what she gets out of them. Like you, I just don’t care what some random person thinks or has to say about X beer—to the degree that I pay attention to what folks on BA think, it’s because it’s far easier to skim a few sentences of text than to sit through many minutes of video content to maybe glean a nugget of useful information or wisdom.

File under: Too Old for This Shit

 

Btw, nobody is pointing out that a guy who's using the term "supermarket ipa" is in a state where you cant even get beer and alcohol at every supermarket. Masschausetts liquor laws are very weird. Its like you dont even know which supermarket locations have them and which dont.