(Boston, MA) – Boston Beer Co. has received label approval for Belgian-style IPA.
The beer was featured in the 2010 Samuel Adams Beer Lover’s Choice Contest against American Rye Ale. A label approval doesn’t necessarily mean that the beer won (who knows, we could even see one for the American Rye Ale in the next couple days/weeks) but this sure seems to be an indication. Last year’s winner, Noble Pils, also received label approval in October.
It will be interesting to see what 6-pack gets replaced, if any. When Noble Pils arrived this past spring, it replaced White Ale to a barrage of complaints. Someone even created a “Bring back the White Ale” Facebook group which currently has over 600 fans.
Blackberry Wit won the year before.
Oddly enough, the brewery also named Friar Hop Ale, a Belgian-style IPA in the Longshot Competition, a winner last month. This approval actually means that we may see two different bottled Belgian-style IPAs from Sam Adams released relatively close to each other. No matter what way you slice it, it boils down to a big middle finger to Lew Bryson who has had enough of the style.
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The sad fact is Sam just loves to put “labels” on anything for the almighty dollar. The customer loyalty factor is absolutely zero on their list. Take something they already have in house and add ten times the hops to it and they have a new brew. Or better yet throw in some berries or exotic spices so they can have a “distinctive layer of flavor”. When real genuine ideas and persistence run dry lets tap our customers in a “long shot” contest and slap a label on the winners brew. A once promising brewery turned into a whore mongering money enterprise. It is proof positive when those loyal customers start a Facebook page to beg them to bring back a style of beer they love. Sorry no room in the brewery for that we are going to brew some “Lavender Beer”. It’s getting down to smoke and mirrors along with any and every gimmick trick Sam can use to make cash.