At our current state of human evolution, our attention span is reportedly eight seconds. That’s less than a goldfish.
By one estimate, the amount of time we can pay attention to a singular beer brand is three years. I’m sure there are many who would argue that number is actually less and, like our regular attention span for everything else in life, is shrinking rapidly.
It makes sense, given the rise in the number of brands carried by distributors and how many end up on the shelves of our local beer aisles, making us spend more and more time simply figuring out what it is we’re going to buy.
Whether or not we’re staring down the threat of the death of flagship brands, we can’t deny the effort by brewers to create, adapt and – dare I say – “innovate” in order to stay relevant to today’s consumers who are constantly looking for something more. It’s a virtuous cycle: drinkers like something new, brewers like creating something new and the loop goes on.
So when it comes to addressing the availability of hops and what people want, one of the trendy techniques in craft beer is offering a smart approach.
“If you look at data for beer styles, the number one style is IPA and the number two is variety,” said Ray Goodrich, director of marketing for North Carolina’s Foothills Brewing. “People like trying new stuff so that’s what we’re going to give them.”
He should know. Foothills is now in year three of an ongoing experiment, releasing a new IPA brand every month featuring different hops and flavors. Every 30 days, a 90-barrel batch is put into 22-ounce bombers and distributed across Foothill’s distribution footprint. With the exception of one month, Goodrich said he’s always seen their IPA of the Month or Hop of the Month beers sell out.
Given the myriad of situations facing the cross section of hops and the beer industry, the move to stay fresh and relevant is simple: it’s the rotating IPA.