Harpoon Brewery had some success with its Harpoon Reg. League brew, so it took the same hazy pale ale recipe, multiplied everything by two, and created a crushable hazy IPA, Harpoon Big League IPA (7.2% ABV).
“The response to the launch of Rec. League was bigger and better than we could have imagined, and it proved that there was a thirst for more options that offered full flavor without the heaviness of a most IPAs,” said Dan Kenary, CEO and co-founder of Harpoon Brewery. “Following a year where people were more often at home, we knew we needed to give them a way to celebrate the small moments that turned into big wins, without feeling like they’ve overindulged. Big League is our answer to that.”
The new beer comes as Americans are taking a stronger interest in their health and wellness amid the pandemic, without wanting to sacrifice their favorite foods and drinks, according to a new survey by Harpoon Brewery.
Top findings from the survey of 949 adults aged 21+ include:
- More than two-thirds (68%) of Americans are more focused on healthy eating and drinking habits now compared to a year ago
- 71% of respondents say they consider eating and drinking items they enjoy – regardless of their nutritional value, in moderation – a form of wellness
- When describing their approach to wellness during the pandemic, 44% of Millennials say they make better food and drink choices than they did before the pandemic, compared to 34% of Gen Xers
- 52% of Millennials say that better-for-you ingredients impact their decision more now when selecting a craft beer compared to a year ago, while only a quarter (26%) of Gen Xers feels the same.