With Ranch Double IPA, we’re differentiating from other hoppy beers we make (and the standard double IPAs other breweries make) by focusing on hop aroma over hop bitterness and by changing up the hop varieties being used. We will continue to brew versions of Ranch Double IPA with different hop varieties. One day, we may discover a combination that wow us (and you) so much that it becomes a year-round offering.
Only issue is that Ranch carries more obvious meanings than farms when it comes to food. At least a few people will buy this beer expecting some kind of ranch-flavored kick and come away confused (or hopefully, delighted).
via Victory blog.