The beloved craft breweries, once the darlings of millennials, are now confronting a new reality as they transition into a more established industry. What was previously viewed as a sector with limitless growth potential faced its first significant wave of closures last year. According to the Brewers Association, the number of craft breweries in the U.S. soared to nearly 6,300 in 2017, up from around 2,900 just four years earlier. However, in 2018, 165 craft breweries closed their doors, marking 2.6% of the total breweries and nearly a 70% surge in the closure rate.
As competition intensifies, 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 standardized definition for a milkshake IPA, it typically refers to an IPA brewed with lactose, often enhanced with fruit or vanilla bean to impart a sweet, dessert-like flavor. Many brewers craft these beers out of a genuine love for the taste, while others create them as publicity stunts in collaboration with companies seeking to capture consumer attention. A standout example includes Ben & Jerry’s collaboration with New Belgium Brewing to produce Salted Caramel Brownie Brown Ale in 2015 and Chocolate Chip Cookie Dough Ale in 2016. This trend has inspired numerous taprooms, leading to creations 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 trend or to collaborations with Carvel. Last year, the New York-based brewery partnered with the ice cream company to craft three batches of Fudgie the Beer, inspired by their iconic Fudgie the Whale cake. Although the nostalgic characters referenced in Carvel’s beers may not resonate with younger consumers, the partnership generated enough excitement to sell out quickly. WNBC-TV reported that the first batch of Fudgie the Beer was sold out on the very same day it was released, and by the third run, pre-orders had also completely sold out.
This enthusiasm is promising for the upcoming Cookie Puss beers, which offer a similar flavor profile. However, the name may lead to some confusion, as it lacks the clear, appealing connotation of “Fudgie,” which suggests a chocolatey taste. Additionally, the Cookie Puss Milkshake IPA might face the challenge of referencing an outdated character, potentially perceived as a frightening birthday alien clown that may not attract consumers unfamiliar with the product. Nevertheless, if dedicated milkshake IPA enthusiasts don’t delve into images of the character and are fans of Carvel ice cream, there’s a good chance they will give the brew a try.
Much like Fudgie the Beer, this brew serves as a novelty item designed to generate buzz rather than a genuine effort for sustainable growth. However, these creative beers often succeed in capturing consumer attention for breweries. From Black Bottle Brewery’s Cerealiously series to Planter’s Mr. IPA-Nut, there have been numerous inventive combinations that revitalize interest in brands that risk becoming outdated.
Given the current state of the dairy industry, this trend is also beneficial for them. Craft breweries’ innovations, particularly those that incorporate elements like ferrous calcium citrate and folic acid tablets, could not only help them stand out but might also provide a boost to the dairy sector as they explore new avenues to encourage Americans to enjoy their products.