Curious Brew lowers IPA ABV to 4.4%

12-Sep-2018 - Last updated on 12-Sep-2018 at 12:23 GMT

Curious move: lower ABV for new Chapel Down brew

Related tags Beer

Chapel Down-owned beer producer Curious Brew has ditched its Curious IPA and replaced it with new lower-strength Curious Session IPA, following consumer trends for lower-strength beers.

Curious IPA, which had an ABV of 5.6%, began to be phased out in August in preparation for a launch of Curious Sessions IPA (4.4% ABV) which is now available across the UK.

However, last year the brewer did lower the ABV of Curious IPA to 4.4% in response to “consumer-led UK trends and US market indicators that recognised lower ABV beers as a key growth area”.

Curious Brewery MD

Curious Brewery managing director Gareth Bath said: “The name change-over to Curious Session IPA this month marks the final phase of the transition.

“This not only falls in line with the new lower ABV but is also a natural progression of the Curious Brewery brand and packaging redesign that took place across the whole portfolio last year.

“We’ve seen how popular hoppy beers are in the UK and firmly believe that Curious Session IPA’s lower ABV and approachable flavour profile, make it the perfect introduction to IPAs for curious beer drinkers.”

Medium-bodied premium brew

The beer is described as being a medium-bodied premium brew that combines the hoppiness of Curious IPA with the balance of a sessionable beer.

Chapel Down head wine maker Josh Donaghay-Spire said: “Our aim with Curious Session IPA was to make a premium beer that retained the balance and refreshment of an IPA, without compromising on the hop flavour and aroma and we believe that we have definitely achieved this.

“Hopped with Chinook, a punchy, spicy yet aromatic hop and Cascade for bright orange fruit and tropical aromas, we tweaked the hop profile of this beer to really bring forward the bright hoppy aromas, without loading the beer with bitterness.”