Craft beer drinkers have a short memory, so perhaps only a handful would remember when the West Coast-style IPA ruled America.
The style โ known for its pale, bright appearance, high bitterness and strong hop aroma โ had a modest upbringing, born from the increasingly hoppy pale ales of the late โ70s and early โ80s. Then, spurred by friendly rivalries among San Diego breweries during the mid-2000s (Green Flash Brewing Co., Stone Brewing Co., Ballast Point Brewing Company), it grew into a brewing tradition that ushered American beer onto the worldโs stage.
Shame, then, that few beer drinkers even noticed it dying.
When Green Flashโs flagship beer, West Coast IPA, first debuted in 2005, there were 102 entries in the American-style IPA category at the Great American Beer Festival (GABF) competition, the โbig danceโ of American brewing. In 2015, this number grew to a record-breaking 336.
But in 2018, just three short years later, entries for the American-style IPA actually shrank, while the festivalโs newest category, the Juicy or Hazy India Pale Ale (also referred to as New England-style IPA or Northeast IPA) garnered 391 entries.
So how was Americaโs favorite beer unseated in a few short years?
โHeady Topper seemed like the first [New England-style IPA] to garner success, with a beer that tasted like carbonated cotton candy and looked like orange juice,โ said Colby Chandler, VP Specialty Brewer at Ballast Point. What started as a word-of-mouth phenomenon out of Stowe, Vermont, turned into a nation-wide movement.