The Just Beer Project is the brainchild of craft beer veteran Alan Newman, a response to an industry of out-hopping, out-ingredienting, out-doing everyone else, and bringing the industry back to what it’s all about: good-quality, accessible beer. In a press release announcing the launch of its first beer “Just IPA,” the Just Beer Project questioned:
Egg yolk and quinoa saison brewed with French barnyard yeast; squash blossom porter brewed with thyme; quadruple bourbon barrel-aged stout served with a side of hangover. Whatever happened to delicious, straightforward craft beer?
The Just Beer Project’s mission is to deliver beer drinkers uncomplicated craft beers that are delightful in their simplicity, nothing too complicated or exotic, with all natural ingredients. The company’s beers are sessionable, staying in the 5 percent ABV range, and focus on a great balance between malt and hops.
“People want beer that’s flavorful, accessible and will take them through the night, said Alan Newman, founder of the Just Beer Project. “The feedback we received so far has overwhelmingly positive, and we’re excited to bring our concept into Tennessee.
The Just Beer Project’s first beer, Just IPA, which officially launched in May and is available in nine select states, is making its debut in Tennessee, specifically Nashville, Chattanooga and Knoxville.
In the early days of craft, success was defined by experimentation and innovation. Newman, who founded Magic Hat Brewing Co. back in 1994 and ran the company through 2011, is well versed in the unconventional, but believes it wasn’t until recently that things have taken a turn toward the extreme.
“These past few years have brought the IBU and ABV wars among brewers. They add flavor, aroma and character, but everything in moderation, please,” Newman said. “I don’t want a big, high-alcohol beer on a night out with friends. I’m looking for something delicious that I can drink all night long.”