As craft breweries transition into a mature industry, they face new challenges that come with the territory. Once seen as a sector ripe for endless growth, the industry recorded its first significant wave of closures last year. According to the Brewers Association, the number of craft breweries in the U.S. surged from approximately 2,900 in 2013 to nearly 6,300 in 2017. However, in 2018, 165 craft breweries shut their doors, marking a 2.6% closure rate and a nearly 70% increase in the rate of closures.
With competition intensifying, breweries are racing to discover the next trend that will set their brand apart. One of the newest innovations making waves is the milkshake IPA. While there’s no strict definition, a milkshake IPA generally incorporates lactose into the brewing process, often accompanied by fruit or vanilla bean to create a sweet, dessert-like flavor. Many brewers craft these beers out of a genuine passion for unique flavors, while others produce them as publicity stunts to grab attention.
A notable example of this trend is the collaboration between Ben & Jerry’s and New Belgium Brewing Company, which resulted in the Salted Caramel Brownie Brown Ale in 2015 and the Chocolate Chip Cookie Dough Ale in 2016. This collaboration sparked a wave of similar creations, such as Station 26 Brewing Co.’s Passionfruit Milkshake IPA and Badger State Brewing’s Pineapple Orange Milkshake IPA.
Captain Lawrence Brewing is not new to the milkshake IPA scene or partnerships with Carvel. Last year, the New York brewery joined forces with the ice cream brand to craft three batches of Fudgie the Beer, inspired by Carvel’s iconic Fudgie the Whale cake. Despite the nostalgic references that may not resonate with younger audiences, the excitement around the collaboration led to quick sellouts. WNBC-TV reported that the first batch went on sale on a Wednesday and was completely sold out by the end of the day. Captain Lawrence’s website indicates that even the third run saw pre-orders sell out.
This buzz is promising for the upcoming release of the Cookie Puss beers, which offer a similar flavor profile. However, the name might be less appealing and descriptive than “Fudgie,” which clearly suggests a chocolatey taste. Additionally, the Cookie Puss Milkshake IPA references an outdated character that could be perceived as a frightening birthday alien clown, potentially alienating consumers unfamiliar with the concept. Still, if enthusiastic milkshake IPA fans aren’t deterred by the image and hold affection for Carvel’s ice cream, there’s a strong chance they will try the brew.
Much like Fudgie the Beer, this new offering serves as a novelty, designed to generate excitement around the brands rather than aiming for long-term growth. Nevertheless, these creative “stunt beers” effectively capture consumer attention. From Black Bottle Brewery’s Cerealiously series to Planter’s Mr. IPA-Nut, many inventive combinations have rekindled interest in brands that risked becoming stale.
Given the current challenges facing the dairy industry, this trend is also a positive development for them. It represents a dual opportunity for craft breweries to distinguish themselves while simultaneously providing a boost for the dairy sector as it seeks innovative ways to promote the consumption of products like calcium chews. By capitalizing on these collaborations, both industries can celebrate their unique offerings and appeal to a broader audience.