Founders Brewing Co. is having a lot fun with its sessionable All Day IPA product. The Grand Rapids, Mich.-based brewhouse announced it was not only canning that product (which it did this past summer), but in 2014 the brand will be available in 15-packs of cans. Distributor partners will be replacing All Day IPA 12-packs of cans (without raising the suggested retail price!) in March. Founders is calling this new All Day IPA 15-pack a “Brewer’s Dozen,” which is also a pretty awesome idea.
“We are able to offer 15-packs of cans due to production efficiencies from packaging cost savings,” said Co-Founder Mike Stevens. “We’re excited to pass the savings on to our customers as a way of saying thank you for their reception of All Day IPA.”
Developing the All Day IPA recipe was no easy task. “We recognized the need for a full-flavored IPA with a lower ABV,” said Co-Founder Dave Engbers. “The challenge was creating a beer that had intense hop aromatics balanced with the malts without packing a big ABV punch.”
Following a limited release in 2012 due to hop shortages, Founders was able to send All Day IPA to all of its markets in February 2013, and it quickly became their leading seller. The brewery moved the beer from its seasonal to its year-round lineup in July of last year. All Day IPA was the first Founders product to be released in cans; 12-packs of cans hit the market in August 2013.
All Day IPA is a 4.7 percent ABV session ale, brewed with Simcoe and Amarillo hops and measuring out at 42 IBUs. The team at Founders set their minds to brewing this beer because they wanted an American IPA that worked with an active lifestyle. It has won numerous awards, including a silver medal in the session beer category at the GABF in 2010 under a working name and, most recently, a 2014 Good Food Award.
@foundersbrewing releases 15-pack of cans (at the same price as its 12-pack). Get the “Brewer’s Dozen” at retail… http://t.co/7Bx0yNIcAU
Hmm… 15 pack of “All Day IPA” at 4.7% equals @ 240 ml pure alc or 600 ml of 40% liquor. SUV on the label. Hmm… https://t.co/Ok50TYlxCn
Founders Brewing becomes first craft to package a 15-pack of cans http://t.co/K7tqDyvt0i via @craftbrewingbiz @foundersbrewing
@foundersbrewing replaces All Day IPA 12-pack w/ 15-pack, passes packaging savings onto consumer: http://t.co/RXMh67B4d6 #craftbeer