{"id":7025159,"date":"2026-08-03T14:21:10","date_gmt":"2026-08-03T14:21:10","guid":{"rendered":"https:\/\/peraltafinancing.com\/recipes\/category-a-b\/beer\/marketers-and-drinkers-are-two-different-groups-of-people\/"},"modified":"2026-08-03T14:21:10","modified_gmt":"2026-08-03T14:21:10","slug":"marketers-and-drinkers-are-two-different-groups-of-people","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7025159","title":{"rendered":"Marketers and drinkers are two different groups of people"},"content":{"rendered":"


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I happened to stumble across one of the dumbest things I think that I\u2019ve ever seen in defining beers styles in 40+ years of thinking about this stuff. Dumb it certainly is, BUT it also explains a lot about how marketing sits totally detached from reality.<\/p>\n

Now, don\u2019t get me wrong, I know that we can sit here for another 40+ years and argue about individual beers and how style guidelines can be massaged one way or another, but apparently the beer industry is making the following distinction.<\/p>\n

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Not all Hazy IPAs are New England (style) IPAs.<\/strong><\/p>\n<\/blockquote>\n

Doug Velky walks us through this distinction in this video<\/a>, which he prefaces by saying, \u201cThe classic Hazy IPA would Sierra Nevada\u2019s Hazy Little Thing, which you\u2019d never call New England-style.<\/strong><\/em>\u201d<\/p>\n

\u201cNEVER\u201d? Almost everyone in the real world is<\/em> doing EXACTLY that!<\/p>\n

Please know that I fully understand the subtle differences that Doug is referring to in his video, but this is madness. This is a technicality that is ALL about marketing and absolutely NOTHING to do with beer, and I am confused by Doug\u2019s statement that we\u2019d never call SN Hazy Little Thing beer an NEIPA. 99% of the beer drinkers of the world are doing EXACTLY that! Those people are also still able to understand that Hazy Little Thing is a different beer to, say Tree House Julius, but that doesn\u2019t create the need for this kind of parsing of styles. This analysis is strictly for people that work on Madison Avenue, and not for people that drink in the bars of the USA. Those two groups aren\u2019t speaking the same language here, and anyway palates, not words, will ultimately allow people distinguish between the two NEIPAs that are Hazy Little Thing, and (for example) Julius.<\/p>\n

I\u2019m not naive and I\u2019m not stupid. I know the relevance of marketing in beer, but the statement that, you\u2019d never call Hazy Little Thing an NEIPA has me asking, who is \u201cyou\u201d?<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

I happened to stumble across one of the dumbest things I think that I\u2019ve ever seen in defining beers styles in 40+ years of thinking about this stuff. Dumb it certainly is, BUT it also explains a lot about how marketing sits totally detached from reality. 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