IPAs so cloudy they look like radioactive pond water, double mocha-wocha choco-vanilla fudgy wudgy pastry stouts, DDH fruit smoothies (that’s Double Dry Hopped for the uninitiated) and salty goses that taste like gym instructor sweat. Is craft beer trying so hard these days it’s in danger of burning itself out?This trend is perhaps more pronounced on the other side of the Atlantic, but the constant pursuit of the new has certainly spread over here too. It ends up going in ever-decreasing circles as brewers and drinkers hare after increasingly outlandish novelties. Of course there is a place for innovation in beer, but if people never want to drink anything twice it ultimately becomes self-defeating.
It also undermines quality. If you’re never going to get the chance to drink a beer twice, then the incentive to make a product where drinkers will want to make repeat purchases disappears, and there’s no opportunity to tweak recipes in response to customer feedback. And, as the author points out, whereas in the past brewers would make small-scale test batches to develop and refine any new product, now they just put anything out without testing in the knowledge that drinkers will be moving on to something else anyway.
There’s a story that one particular brewer once had a batch that was badly affected by the common brewing fault known as diacetyl, but instead of pouring it down the drain they decided to rebrand it as “Butterscotch Porter”. That kind of thing now seems to be par for the course – however it turns out, someone will regard it as “interesting”.
I’ve argued in the past that one of the things damaging cask beer is the culture of ever-changing guest beers, which presents it as a disposable, interchangeable product and prevents the development of brand loyalty. The constant pursuit of novelty also serves to further widen the gulf between the enthusiast and the ordinary drinker in the pub with his or her regular pint of Pedigree or Carling.