Deschutes Unveils New FMB Brand Modified Theory, New Low Cal Hazy Pale Ale

Discussion in 'Beer News & Releases' started by ESHBG, Sep 11, 2019 at 4:31 AM.

  1. ESHBG

    ESHBG Aspirant (268) Jul 30, 2011 Pennsylvania

    https://www.brewbound.com/news/deschutes-unveils-new-fmb-brand-modified-theory-at-distributor-summit
     
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  2. einhorn

    einhorn Aspirant (283) Nov 3, 2005 California

    Low carb hazy pale ale. Did not see that coming.
     
  3. jasonmason

    jasonmason Initiate (170) Oct 6, 2004 California

    Me neither, but it doesn’t surprise me.

    I can’t find Obsidian Stout in my part of NorCal to save my life, but i have no doubt this...ahem...stuff will be showing up in droves. Lucky me, ugh.
     
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  4. beertunes

    beertunes Poo-Bah (6,228) Sep 24, 2007 Northern Mariana Islands
    Trader

    Well, it was more of the questions "who" and "when", rather than "if".

    I'm surprised it took this long, and, I'm even more surprised that it's Deschutes that's dropping this first.

    I thought Dogfish Head, Lagunitas, Oskar Blues, and/or Goose Island woulda been in early on this.
     
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  5. TrojanRB

    TrojanRB Meyvn (1,439) Jul 27, 2013 California
    Society Trader

    High school girls nationwide rejoice?
     
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  6. EmperorBatman

    EmperorBatman Initiate (67) Mar 16, 2018 District of Columbia

    If the session format doesn’t really work with regular IPAs, I find that it especially doesn’t work with the hazies.
     
  7. AZBeerDude72

    AZBeerDude72 Poo-Bah (1,775) Jun 10, 2016 Arizona
    Society Trader

    “We don’t want this to be in the craft beer section,” Stewart said. “I think that would be a disservice to craft beer drinkers and confusing.”


    The brand was inspired by trends in craft cocktails and mixology, and the packaging suggests it can be drunk straight, served on the rocks or treated as a mixer

    Not a beer just another offshoot product like hard seltzer
     
  8. beernuts

    beernuts Disciple (335) Jan 23, 2014 Virginia
    Trader

    I disagree, I’m seeing a lot more local breweries making sub-6% hazies and in my opinion they’re the best thing to happen to the beer market is a long while. There isn’t much I find appetizing about a thick, sticky 8%+ DIPA but the lower abv versions are usually light, crisp, and deliciously refreshing.
     
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  9. hoppytobehere

    hoppytobehere Crusader (784) Aug 10, 2012 District of Columbia

    100 calorie IPAs can go fuck themselves.
     
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  10. ESHBG

    ESHBG Aspirant (268) Jul 30, 2011 Pennsylvania

    I don't agree nowadays, as brewers seem to be perfecting the style. I dig the new Lagunitas Daytime and SN 3 Weight is one of the best session IPAs I have had to date and it's 4%. And Founders All Day still sells well.

    Agreed. SN's Hazy Little Thing is a little higher than the ABV you mentioned but that is a damn good beer. Samuel Adams NE Pale Ale I haven't had yet but I hear good things about it.

    Why, though?
     
  11. hoppytobehere

    hoppytobehere Crusader (784) Aug 10, 2012 District of Columbia

    They taste nothing like beer. At least to me anyway. Just hop seltzer. No malt presence.
     
  12. islay

    islay Aspirant (284) Jan 6, 2008 Minnesota
    Trader

    Quoting from the article (emphasis added): "The research showed that 82% of FMB drinkers said they would buy the product, and 93% of multicultural FMB drinkers said they planned to purchase it. Those high purchase intent numbers has Deschutes believing Modified Theory can not only attract new legal-drinking-age consumers but also a multicultural consumer who is incremental to its core beer business."

    "A multicultural consumer" is a very strange and inapt turn of phrase. I'm guessing it's an awkward attempt to refer to a consumer either who is non-white or who is Hispanic (who could be of any race or ethnicity), as opposed to someone who has a mix of ethnic heritages or a mix of cultural influences. "Multicultural" really should be reserved for groups, not individuals, and those groups certainly could include non-Hispanic white people among their members. Has anyone seen "multicultural" used in this incorrect manner previously?

    As for the low-alcohol, low-cal, low-carb hazy IPA, presumably that's going to be a very dry beer, as any residual sugars would drive up the calorie and the carb counts. I'm assuming it's just a low-bitterness session IPA using "juicy" hops and designed to be hazy in appearance to meet modern expectations. That would make it a post-New-England IPA, not a New England IPA (not that many consumers realize the difference). I do think such a product makes sense, as carb-counters and other dieters want to be trendy too, perhaps even more so on average than their less appearance-conscious brethren.