Like any craft beer drinker, you’re probably accustomed to seeing International Bitterness Units (IBU) posted on chalkboard menus and printed on cans and labels. American brewers love their hops, and American consumers love their amped-up IBUs, especially here on the West Coast. In fact, the craft beer market share of IPAs increased nearly tenfold since 2008, diversifying into subcategories like Session IPAs, Belgian IPAs, Imperial IPAs, and Black IPAs. Novice or cocksure drinkers often make the mistake of assuming that the higher the IBU, the better the beer or the more “intense” or bragworthy their choice will be considered. But there’s a lot more that goes into how bitterness and hoppy flavors are perceived, achieved, and explained.
For most states in the nation, 64 oz. reusable glass containers have become a normal option for packaged beer sales. Although conceived of in its current form in the late 1980’s, the growler concept is not new. Before the widespread availability of glass and well before canned beer, consumers were bringing lidded metal pails to saloons and brewpubs for lunchtime worker consumption or evening family drinking. To-go beer fresh from the taps has undoubtedly been a customer desire basically since breweries existed. In recent years, growler sales have flourished in the US, leading to growler sections in some supermarket coolers and entire businesses based solely upon filling growlers.