When Alexander Keith’s concocted the slogan, “Those who like it, like it a lot,” the brewer was implying a couple of things. First, that there was something different about its beer. Second, that only a sophisticated few could appreciate its wondrous bounty.
It’s brilliant marketing, perhaps, but not entirely accurate. Anyone who’s tried Alexander Keith’s signature IPA knows that it’s not nearly as unique as the slogan suggests. And despite pressure from an online petition to change its “India Pale Ale” (IPA) description, the Halifax-based brewer has insisted on retaining the label even though its beer does not meet industry standards for the IPA style. Alexander Keith’s IPA is, by all appearances, a standard blonde ale.
For many, this might not be a big deal — until you try an actual IPA and discover that Alexander Keith’s version has more in common with Molson Canadian and Labatt Blue than it does with a Flying Monkeys Smashbomb Atomic IPA. In simple terms, a real IPA is all about the hops. The style originated when English brewers dramatically increased the amount of hops in their pale ales to survive the long voyage to India. The result was a beer with an amber body and, most importantly, distinct bitterness. The hops also impart flavours and aromas of pine and citrus.
The IPA style has since become one of the most common among craft brewers in North America, and as consumers become more familiar with it, Alexander Keith’s stubbornness to change how it identifies its beer grows more and more absurd. Continue Reading →