Reviewing IPA Trends

Dear Client: Today marks the third annual IPA Day, a social media-fueled celebration of the hoppiest of beerstyles. More retailers and distributors are buying into it: North Texas distributor Andrews, for example, has produced in-house point of sale with their resident IPA brands for the occasion, with which they're targeting up to 200 craft-centric accounts. Ohio-based Winking Lizard Tavern's John Lane says the Lizardvilles among his concepts participate in the day. "People are really loving the tropical fruit flavored hops,"