IPA Overload: Why Your Beer Menu Is Costing You Money
India Pale Ale; the be all and end all of all beer styles. IPA; The craft beer drinker’s choice of pint because everything else tastes like watered down piss water. IPA; if you don’t carry one on your taps you’re a complete imbecile. IPA- American, English, or Specialty alike- are a staple beer style in anyone’s portfolio. Anyone, that is, who has been following this unstoppable craft beer trend since the 1990s.
IPA’s are also the gateway to the never ending rabbit hole of a brewery hiding known (or even unknown) faults in their processes and quality assurance. God forbid they are unknown issues; If that is the case they shouldn’t call themselves a brewery. Quality assurance in brewing is of the utmost importance and the liquid should be checked multiple times from raw ingredients all the way to the fermentation tank.
The smells of sweet corn and green apple are covered up by an abundance of Cascade or New World Hops, a lack of balance and a finish that will make your lips pucker ‘till their bitter death. Leave it to the uneducated beer snobs of the world to determine the legitimacy of a local brewpub by running the tests of all tests- the IPA test. This basic test, comparing the IPA at this local brewpub to the ones that have been had at other local brewpubs can be an easy one to pass if the participant has an untrained pallet (and/or doesn’t drink anything but IPA’s). The off flavours of the beer are often covered up easily and even sometimes (accidentally) blend in the profile to make the beer taste like “the best IPA you’ve ever had”. With this being said, I cannot for the life of me understand why you would judge a brewery by their IPA ridden cover.
Please don’t get me wrong- I don’t hate the great IPA. Some of my favorite beers are included in this now massive beer style. A more relatively balanced English IPA goes well with a premium cut of steak and the American IPA (as developed as it’s become) has won the hearts of, what seems to be, every American, ever. Joking aside, Americans are very proud of this classic beer style, and rightfully so. Premium American hops lend flavours of pine, citrus, stone fruit and many more. These hops, along with a great knowledge of the brewing process, can create a beer as bright, refreshing and delicious as any beer style I’ve ever had.
Recently, the New England IPA has risen with a vengeance as the most popular IPA being consumed at pubs today. This hazy, tropical, and very much less astringent version of the American IPA takes advantage of various hopping methods, New World Hop varieties, and the addition of wheat malt in order to create a hazy, very hop led beverage that (in my opinion) does not taste, feel or look like it is as hop led as it is- unless of course, your educated on the subject. Instead, the New England IPA is juicy, refreshing and very, very (very) sessionable.
The world of the IPA is ever changing and is being driven every day by the brewmaster’s ingenious creativity, new hop varieties and lastly, the advancement of brewing processes. It is easy to get caught up in the thousands of IPA brands with their cool little labels and funky names- but if you are a restaurant owner or manager listen carefully. This narrow minded thought process is LOSING YOU MONEY.
If I walk into your pub and your bartender tells me that six out of the eight taps you own are being occupied by various brands of IPA’s- and they don’t know the difference (subtle or not) between the lot of them- you are ruining your customer experience and throwing money out the window.
The styles available on your beer tower will directly increase your gross revenue if you understand three important concepts
Every beer on your beer menu should pair exponentially well with an item (or more) on your food menu.
There should be at least four price levels between the beers on your beer tower
The beers on your tower should tell a story- one that can be communicated through great service at your table.
The beers on your tower should tell a story- one that can be communicated through great service at your table.
Understanding these concepts, you now know that you cannot possibly pair 6 IPA’s with EVERYTHING on your menu. You can’t possibly expect the end consumer to understand why one IPA is more expensive than another. Lastly, You can’t possibly expect your staff to understand the differences between each and every IPA on your menu- overall contributing to a negative customer experience.
IPA’s are a fantastic (and on trend) addition to any draught portfolio- but don’t let them sink your ship (I promise that’s a funny IPA joke) by being the only options available. Take time to understand beer and how it interacts with your food menu, or speak with someone who can educate you. Don’t judge a brewery by the IPA- try something with more delicate flavours to ensure a clean and consistent flavour experience.
In an industry that has minimal margins and maximum challenges- take solace in knowing you can make more money and increase regular business by educating your staff and giving your customers an experience they never knew they needed by providing them beer they never knew existed paired with food that they never knew could taste so good.
