High IBU beers are back – no
they’re not – yes they are – yes – no – yes – no, it’s all enough to drive you crazy. Through
our own fault of not educating customers, most of the time they equate IBU
solely with hop flavour. No wonder they’re confused and driving us a bit insane
in our taprooms.
The problem is, your average
craft beer drinkers have bought into the whole IBU currency, without knowing
its worth. In many ways, as beer makers we’re doing exactly the same. We all
know how to measure IBUs by lab or formula, but we don’t think about the ‘why’
behind the bitter. Why should something that your body screams out ‘DANGER’,
you actually crave?
Understanding the
human side of bitter will help you understand your customers better which leads
to better bitter sales.
