Is West Coast style IPA excessively bitter?

[cratez]

While on vacation Joel came across this distinctive style of golden ale brewed with loads of aroma hops for a strong pine/citrus scent but without the excessive bitterness of West Coast IPAs.

The inference being that only pungent hop aromas are good, not big juicy hop flavours (which, conveniently, MS is incapable of producing).

[lister]

I haven't heard the ad as I rarely listen to radio but it sounds like a bad one.

That being said, there are those of us out there that like the smell of WCIPA style beers but not the bitterness level. Having that nice smell but at an English IPA level of bitterness makes for a nice brew for us.

As always, to each their own. Always good to have variety.

[Belgian]

While on vacation Joel came across this distinctive style of golden ale brewed with loads of aroma hops for a strong pine/citrus scent but without the excessive bitterness of West Coast IPAs.

The (implication) being that only pungent hop aromas are good, not big juicy hop flavours (which, conveniently, MS is incapable of producing).

Most interesting point.

[toweringpine]

I haven't heard the ad as I rarely listen to radio but it sounds like a bad one.

That being said, there are those of us out there that like the smell of WCIPA style beers but not the bitterness level. Having that nice smell but at an English IPA level of bitterness makes for a nice brew for us.

As always, to each their own. Always good to have variety.

This about sums it up.


My wife tries many of the different beers I bring home. Often she likes the smell of an IPA but doesn't like the taste at all. I really like hoppy beers but even I find a few are just too hop forward for me to enjoy all the time. Imagine someone who likes to try some new tastes and grabs a Boneshaker not realizing just what hey are getting. They may well never pick up another craft IPA if they don't like it. There is nothing wrong with having a more entry level IPA and marketing it that way. I like a lotta hops both on the nose and in the taste but often the hoppier IPAs are stronger alcoholwise and I cannot have too many of them. A less potent brew that still has a nice citrusy nose may be just the right thing for some sessions.

That being said I like marketing a product on its own merits rather than saying the other products in a similar style are too hoppy and this one is better.

[GregClow]

Marketing foolishness aside - I tried the Curious Parrot at a Mill St media dinner last week, and it's quite nice. A good moderately hoppy ale that would be great on a patio.

[cratez]

I like a lotta hops both on the nose and in the taste but often the hoppier IPAs are stronger alcohol-wise and I cannot have too many of them. A less potent brew that still has a nice citrusy nose may be just the right thing for some sessions.

Can't argue with that, but a truly sophisticated beer scene has and embraces both renditions, and craft brewers shouldn't be perpetuating the idea that bitterness is bad by denigrating a popular, well-respected style for being "too bitter" (which, ultimately, is a matter of opinion). Like you said, Mill Street should be "marketing a product on its own merits rather than saying the other products in a similar style are too hoppy."

Most interesting point.

You can tell when I haven't had my morning coffee yet.

[Derek]

I sort of agree that west-coast IPA's are excessively bitter... but there's nothing wrong with that!

In BC it seems like an IPA has to be over 6% abv with at least 60 IBU and plenty of hop aroma & flavour.

More "traditional" IPA's just seem lame.

Some brewers have used the ESB moniker, for what many would simply consider an IPA:
http://www.bartowel.com/west-coast-e-s-b/

[Belgian]

Like Pine said, Mill Street should be "marketing a product on its own merits rather than saying the other products in a similar style are too hoppy."

... because there's nothing wrong with a product that has less sheer pine-resin bitterness and is more delicately-flavorful with those hops. Some subtler USA pale ales and ESBs are mind-blowing. There should be a range, and a respect for that range.

[JasonTremblay]

The ad seems aimed at the 85 or 90% of Ontario beer drinkers who don't drink craft beer.*

If it coaxes some of them into trying hoppy beers? I'm good with that.

Jason

* Lots of assumptions in that statement, but I'm letting it ride for the sake of argument

[sprague11]

I consider Mill Street a fairly good gateway brewery for people who are curious about craft beer. I figure they are marketing their beers toward those who are curious about craft but don't like/want a big hoppy beer or something that's full-flavoured (and I know a good number of people who fit into that category).

[G.M. Gillman]

I heard the ad today. I like Mill St and some of its beers and in general I thought the ad was effective. But I didn't follow the part about West Coast IPA. I mean, is all West Coast IPA too bitter? What really is the difference between West Coast IPA and the subset of the American Pale Ale style which is IPA? I don't think they should have gone there, it wasn't necessary.

Gary

[Ale's What Cures Ya]

Mill Street stopped being a brewery worth paying attention to years ago.

They are now in the Sleeman category of breweries.

[Belgian]

^ by guilty association, you guys find Upper Canada still pretty good? The UC Lager seems like a good go-to in Sleeman-supplied bars.

I remember in the 1990's trying out all those Upper Canada beers, any given one tasted a little different each time I bought it and some batches did seem pretty infected or just horrible.

So there was a time Tankhouse was pretty revolutionary in the land of Cream Ales and Pale Lagers... man were the pickings slim.

[midlife crisis]

To me the commercial sounds like it was written from the results of a focus group, with no intervening imagination or filter.

[sprague11]

I wouldn't go as far as to say that Mill Street is anywhere as bad as Sleeman, but they are a fairly pedestrian, safe craft brewery that makes beers that aren't too complicated. They know their market, and that's people that want something that's a step up from Sleeman, Molson and Labatt but are not terribly adventerous. Steamwhistle would be the perfect Mill Street product.

Much like AWCY and 7Duffs, Mill Street's lineup really doesn't do anything for me. I'd take a King Pils or a Grand River Mild over any of the Mill Street offerings if I was looking for something safer to drink. Looking at all the awards this brewery has won in the past, Ontario has come a long, long way.