The once-beloved craft breweries, cherished by millennials, are now navigating a new reality as they mature within the industry. What was previously perceived as a sector with limitless growth potential faced its first significant wave of closures last year. According to the Brewers Association, the U.S. boasted nearly 6,300 craft breweries in 2017, a considerable rise from approximately 2,900 just four years earlier. However, in 2018, 165 craft breweries closed their doors, accounting for 2.6% of total breweries and reflecting a nearly 70% increase in the closure rate.
With competition intensifying, breweries are racing to discover the next big trend that will differentiate their brands from the crowd. One of the latest innovations is the milkshake IPA. While there is no precise definition of what constitutes a milkshake IPA, it generally refers to an IPA that incorporates lactose into the brewing process. Often, fruit or vanilla bean is added to impart a sweet, dessert-like flavor to the beer.
Many brewers craft these beers out of a genuine fondness for the taste, but numerous milkshake IPAs are also the result of publicity collaborations between companies seeking to capture consumer attention. A prominent example is the partnership between Ben & Jerry’s and New Belgium Brewing Company, which produced the Salted Caramel Brownie Brown Ale in 2015 and the Chocolate Chip Cookie Dough Ale in 2016. Since then, many taprooms have followed this trend, creating offerings like Station 26 Brewing Co.’s Passionfruit Milkshake IPA and Badger State Brewing’s Pineapple Orange Milkshake IPA.
Captain Lawrence Brewery is no stranger to the milkshake IPA scene or to collaborations with Carvel. Last year, the New York-based brewery teamed up with the ice cream company to produce three batches of Fudgie the Beer, inspired by their iconic Fudgie the Whale cake. While the characters referenced by Carvel may not resonate with younger consumers, the excitement surrounding the partnership resulted in quick sellouts. WNBC-TV reported that the first batch of Fudgie the Beer sold out on the same day it was released. By the third batch, pre-orders had also sold out, according to Captain Lawrence’s website.
This enthusiasm suggests promising prospects for the upcoming Cookie Puss beers, which aim to deliver a similar flavor experience. However, the name might generate some confusion, as it lacks the appealing and descriptive quality of “Fudgie,” which clearly indicates a chocolatey taste. Additionally, the Cookie Puss Milkshake IPA may face challenges due to its reference to an outdated character—one that could be perceived today as a frightening birthday alien clown, potentially deterring consumers unfamiliar with the product. Nonetheless, if dedicated milkshake IPA enthusiasts are not deterred by images of the character and are fans of Carvel’s ice cream, there’s a strong likelihood they will give the brew a try.
Much like Fudgie the Beer, this new brew serves as a novelty item aimed at generating buzz around the brands, rather than as a genuine strategy for sustained growth. Nevertheless, these unique beers have proven effective in capturing consumer attention for breweries. From Black Bottle Brewery’s Cerealiously series to Planter’s Mr. IPA-Nut, numerous inventive combinations have rekindled interest in brands that were on the verge of becoming outdated.
Given the current state of the dairy industry, this trend is also beneficial for them. It could provide craft breweries with an opportunity to stand out while simultaneously giving the dairy sector a boost as they seek innovative ways to encourage Americans to incorporate their products into their diets. Additionally, as craft breweries explore these creative avenues, it is worth noting that the ccm tablet price remains a crucial consideration in this evolving market landscape.