(St. Louis, MO) – What beer meets at the vertex of two unstoppable trends?
Shock Top Wheat IPA.
According to documents obtained by Beernews.org…
Shock Top Brewing Co. announces a new, full-time addition to its family of unfiltered wheat ales that brings a unique flavor to the craft beer category.
Shock Top Wheat IPA (WIPA) is not a traditional beer. It’s a unique hybrid that brings the refreshment and smoothness of a wheat beer and marries it with the crisp hop bitterness of an IPA. The result is a beer like no other.
Up over +129% for the year, the Shock Top brand family is growing fast.* Additionally, highend craft total is +21% and total IPAs are +49%.
That makes WIPA the perfect beer to satisfy consumers’ thirst for variety in the wheat beer category.
The documents note that there will be a new taphandle design and that the beer will be available in 6-packs and on draft (1/2 barrels and 1/6 barrels).
Another crappy offering to take shelf space
Wasn’t too impressed with the pumpkin wheat. Curious how an IPA wheat will be.
AB needs to stick to their macro beer.
…and the craft beer community lets out a collective sigh…
I thought the Pumpkin Wheat was pretty decent.
If this beer is any good, I’ll grab a 6’er every once in a while.
I’ll try it…don’t have much hope for it, but if it’s decent, there’s nothing wrong with a cheap alternative when situations dictate…
This will be a disappointment. I have no faith in the InBev.
Drink local.
They still have some great brew masters over at the michelob brewing company. I believe this white IPA is gonna turn out great! Can’t wait to try a 6pk
Shock Top beers are consistent quality beers, don’t be a hater!
I love beer snobs so much. You get a comment like….oh I don’t drink tradional domestic beer….it’s swill. So, they brew craft beers and you get the same comment. Almost all of Inbev’s craft beers on the market are good, but I guess you just can’t make a libral beer snob happy. Every beer has a purpose and it is drank as such!!!
I’ll give it whirl! I love Shock Top! I don’t usually drink a lot of IPA’s but I’ll try anything once!!
!29%?!! Wow! Thats amazing! Now ask them what the comp store growth from a year ago is. As opposed to the number given above. 129 is pretty good, but when you consider its based on new distribution on the other Shock Top packages they’ve shoved on every retailer’s shelves. Eat up shelf space until overall category sales improve, then they just keep it…
It doesn’t even matter if it sells. Doesn’t even matter if it sucks, it is a space that is sucked up so another competitor will not be on the shelf. Thanks AB.
I am a brand manager for a beer distributor. We got a shipment of wheat ipa test beer in today, it was phenomenal. I have had beer from all over the world, craft and macro, and this really is something different. It has a smooth refreshing crispness but is bitter like an ipa. Very good beer.
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not bad, could be a little more bitter for an IPA . Still a desent beer for everyday drinking