How does a DIPA get wild popularity?

I suspect guys wanna get drunk for the lower price, ahaha.

 

I'd say the word of mouth has to build up a bit. A lot of the time this happens when a beer absolutely kills it at a beer event like GABF or EBF/ACBF.

 

Citra or Mosaic hops, regional exclusivity, trading $.

 

+1…will throw Galaxy in the mix too

 

These days?

Rarity and making it more like a wine cooler than a beer. Get those tropical flavors bro.

 

The HYPE TRAIN!

 

It needs to be extremely good and needs word of mouth exposure over time. That's it.

 

Bonus points for using the words "juicy" or "soft" in the description. Double bonus points for using it in the name. See House, Tree - Juice Machine.

 

Try this one if you can find it. Holy fuck it's good

 

@BeerKarmaNYC You might find one answer in this forum discussion about a NPR Marketplace story on "Scarcity Marketing". You can follow the links to the NPR story, which focused on Russian River's Pliny the Elder as an example of very successful scarcity marketing, but it's very easy to see how the same concepts could apply to other examples in the beer world (e.g. Heady Topper, Hopslam, BCBS, Alpine Nelson, everything from Hill Farmstead, etc.)

Edit: It's worth noting that the NPR story documents psychological and physiological effects marketing can have on people's minds influencing our tastes, enjoyment, and purchases.

 

I'll actually go on record saying I kinda like some of those hyped up "ugly" IPA's, but I think some are flying under the radar (Brewmaster Jack being one) and others are praised because of the bandwagon effect.

 

It need merely be raved about here, by us.

 

Hazy IPAs seem to be all the rage these days. If the beer in the OP is hazy just post a picture of the beer in all its hazy glory. Folks will go bonkers.

 

Ctrl + F and no mention of "Haze"

 

The madness of crowds.

 

Time is a key feature of that in two ways. One, it takes time to build the reputation. Two, if it was released in an era of less competition (Pliny, Heady, Zombie Dust, Double Sunshine...) then it would stand out more.

Brewmaster Jack as the example given, is good. It simply doesn't quite compare to the best I've had. Singlecut is starting to make a name as belonging in that next category. Stoneface is awesome too. But the reality is that the market of great beers is now crowded. Standing out is harder for anyone.

 

As much as it pains me, I think it's the shelf effect. Most of the highest regarded beers (on here and elsewhere) aren't normally available on store shelves. Often times people only flock to something when it's hard, expensive, or takes a secret handshake to obtain. Shelf beers can't possibly be good because nobody has bought them yet.
Often times you'll see a brewery re-create a one-off recipe but increase the supply. They they watch in horror when nobody cares because it's common now.
None of this matters a ton when you get into huge places like New Belgium, Sierra Nevada, Brooklyn, etc. but hype is a powerful tool for the smaller places.