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I was just reviewing some of my writing from back in 2018, at the height of popularity of New England Style IPAs. Two years later, what I’m seeing now validates my belief that this style of beer was more than a trend and more than a craze.

I wrote:

Juicy beers have returned a sense of fun and adventure to beers and have become a gateway for many beer lovers who despise IPAs.

This is relevant because, for the hardcore believers, IPAs are either the second coming or another beer that cleverly disguises brewing errors through over hopping. Either way, to me, beer is not supposed to be about arguing, so I dismiss it all. Beer is about fun, and friends, and good conversation. Hell, if a fruit-forward, juicy IPA can become yet another beer my wife will drink, then I’m sold.

In 2018, Schlafly made its entry into the exploding with its aptly titled Northeast IPA. I wrote:

Hazy to a fault, but it’s not over juicy but is fruity as you will want.

Northeast IPA Is Back

Today, Northeast IPA (8%), is being re-released as part of Schlafly’s new limited release line which includes a mixed-format of 12-ounce cans and bottles with seasonal favorites such as Pumpkin Ale. Formally in 16-ounce cans, Northeast IPA is now available in 6-packs of 12-ounce cans across Schlafly’s distribution.

“The formula has been perfected over the last few years, Schlafly’s Northeast IPA has an over the top fruity profile,” says Founding Brewer Stephen Hale. “With its high ABV and light body, this juicy beer is a great seasonal addition to the wide range of IPAs that Schlafly offers.”

“With notes of tropical fruits, Northeast IPA is a great introduction to hop-forward beers for non-hop-heads,” Hale explains. Featuring Amarillo, Mosaic, Citra, Chinook and Cascade hops, this is an extra-hazy beer with a golden hue and full, smooth body. Northeast IPA uses a revolutionary method to coax flavor from its hops. Schlafly uses both a kettle boil for subtle bitterness and is then double dry-hopped to create a brilliant heady beer.

In addition to the beer’s new 12-ounce can format, the new line-up showcases Schlafly’s innovative SKU management for 2020. CEO Fran Caradonna explains, “We saw an opportunity to retain shelf space with a line-up that didn’t have to be the same packaging format. The releases still excite the consumer with seasonal offerings, but also allows us to select the best format for the style.”

Schlafly’s Northeast IPA can be purchased on draft or in six-packs of 12-ounce cans at the Schlafly Bottleworks or Tap Room brewpubs. The limited release line-up will include two additional new beers as well as Pumpkin Ale.

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