I've never thought of myself as a sucker for advertising but I can certainly appreciate subtlety or clever humour in a pitch. So when I visited our local suds outlet on New Year's Eve and read this label, how could I resist buying a bottle and sampling it?
"This is not a lowest common denominator beer." "This is an aggressive beer." "We don't care if you don't like it." "We do not merely aspire to the proclaimed heady heights of conformity through neutrality and blandness." "It is quite doubtful that you have the taste or sophistication to appreciate the depth, character and quality of this premium craft brewed beer." "You probably don't even care that this rebellious little beer contains no preservatives or additives and uses only the finest fresh natural ingredients." "Just go back to drinking your mass marketed, bland, cheaply made watered down lager, and close the door behind you."
Did Punk IPA live up to its claims? Well, at 6% alcohol/volume, one would at least expect an assertive flavour that stood up to the claim of being an "aggressive beer". And that it was ... very hoppy and incredibly fruity. The advertising web site for the beer suggested that a potential drinker could look for tropical fruits with a note of caramel. Well, the only tropical fruit that I tasted (and it was an entirely overwhelming flavour to the exclusion of all others) was unsweetened grapefruit. Note the stress on "unsweetened". In other words, if there was a hint of caramel or sweetness of any kind, it escaped me entirely. The bitterness of the hops did come through but, frankly, the sensation of grapefruit was so strong that it was easy to forget that I was even drinking a beer. It just didn't have the kind of flavour that I expect from a beer, even if it's a fruity lager.
Would I buy it again? Probably not, but if I did, it would probably be to drink as a refresher on a hot summer day in the backyard. And even then, it would only be one.
And ... oh, yeah ... I'll close the door on my way out!
What did you think of this review?
Fun to Read
About the reviewer
Paul Weiss (cpw1952)
A modern day dilettante with widely varied eclectic interests. A dabbler in muchbut grandmaster of none - wilderness camping in all four seasons, hiking, canoeing, world travel,philately, … more
Consider the Source
Use Trust Points to see how much you can rely on this review.