A lot of people today drink light beer because they’re counting calories, but many of them find low-cal beer a bit watered-down and tasteless. They may prefer the taste of craft beer, but a typical IPA or Pale Ale has 200 or more calories!
That’s why Mad Hops Flavored Beer Drops just launched an Indiegogo campaign aimed at creating an IPA-flavored beer with under 100 calories. We’re not saying we’re going to turn a Bud Light into your favorite Triple IPA, but it’s the next best thing for beer lovers on a diet.
Here’s our campaign video:
Tastes Great, Less Filling
It’s interesting that the light beer industry (in the US it’s $60B a year alone!) hasn’t really gotten around to offering flavor options to their customers. Bud Light does come in a couple flavors like Lime and Straw-ber-ita. Michelob Ultra goes a step further with their Pomegranate Raspberry, Lime Cactus and Tuscan Orange Grapefruit. They all sound like craft beers, but most of them aren’t even beers, they’re malt beverages!
The problem with products like Bud Light Lime is that you don’t get to choose how much flavor to add. Some people like a hint of flavor, others like a full-on experience. You just can’t get that when the brewers decide how much flavor to add.
Craft beer on the other hand has no low calorie options. A 300-calorie Irish Porter isn’t a drink, it’s a meal! They’ve never been able to cram their flavor profiles into a light beer.
Enter Mad Hops. Adding flavor to beers that don’t start out with much flavor is what we’re all about. Our current lineup of 6 varieties – American Pale Ale, Irish Porter, Apple Amber, Wild Blueberry, Cherry Wheat and Mexican Lime – all work great in light beers and only add 5 calories per 12-oz serving.
We chose the 6 to represent traditional flavor upgrades in the craft beer industry. All are wildly successful and add surprising depth and complexity to everyday beer, and you get to pick the way you want your beer flavored.
IPA: The Holy Grail
One flavor, or actually one big category from the craft beer world has been missing… people ask us why don’t we have a Mad Hops IPA flavor? After all, IPA’s represent almost 40% of the craft beer industry.
Well, we wanted to, but it’s very hard. The aromas and flavors of an IPA are intense. IPAs have a high bitterness rating (IBU rating between 50 and 85) and offer a variety of subtle and not-so-subtle flavors, typically pine and citrus notes (grapefruit, mango, tangerine, etc.)
World-class beer and flavor scientists have helped us to develop all our flavors, but even they have found the IPA flavor especially challenging. To give a regular 12-ounce beer all the characteristics of an IPA with just a squirt of Mad Hops is very tricky, but we’re working on it!
We’ll get it (with a little help from our friends)
Our first step is to decide which IPA “flavor profile” we should pursue.We want your help. Participants in our Indiegogo campaign will get to help us choose what type of IPA to imitate; then during the development process we’ll send samples to our Indiegogo Taste Testers for evaluation. We’ll compile the results and feed them to our development team.
Here are the top 3 choices:
- American East Coast IPA – citrus and pine flavors
- West Coast IPA – “hoppy” to the extreme!
- Fruit (or Tropical) IPA – grapefruit is the most common flavor, but there’s raspberry, strawberry, mango, apricot, peach and many more
Of course there’s more obscure flavor styles, brands like Hopped Up Goose Juice Rye IPA, El Guapo Agave IPA and Tongue Ninja Sour Double IPA. There appears to be no end to the creativity of American brewers!
Mad Hops is changing the way beer drinkers enjoy their beer. Join us on our journey and help us create a whole new category in the beer industry, a bridge between everyday beer and craft beer. Go Mad Hops!