Variety, quality, and large format are the name of the game at the moment, said Oskar Blues Senior Marketing Manager Aaron Baker.
“Beer drinkers are looking to trusted breweries and beers to ensure that their purchase counts, but they also want new, innovative flavors,” he told Brewer as the brewery announced the release of ‘Pack-O-Bliss IPA,’ a mixed 12-pack that debuts today, September 1.
This collection of IPAs contains three distinctive beers from the brewery’s Can-O-Bliss lineup of IPAs, including a brand new Can-O-Bliss Resinous variant, and heralds the long-awaited return of Pinner Session IPA. It’s the second such collection from Oskar Blues as the CANundrum Mixed Pack has been a solid part of the brewery’s lineup for many years and Baker said they saw accelerated growth when it moved to a 15-pack in 2018.
“We’re stoked to see how people respond to Pack-O-Bliss Mixed IPA Pack,” he said. “Given the new shopping dynamics, 2020 has ushered in, and even before that, beer drinkers are in search of quality and variety in a large format. We know we’ve got the goods on the beer side so we are constantly in search of the best way to deliver beer to the beer drinker.”
With IPAs being the ‘king of craft,’ and with Oskar Blues having a long history of being obsessed with hops, Pack-O-Bliss made sense.
The Pack-O-Bliss IPA Mixed Pack will be available nationwide as a 12-pack of 12 oz. cans, while the new Can-O-Bliss Resinous will be distributed nationwide on draft and in 6-packs of 12 oz. cans as well.
The new brand uses experimental hop HBC 692, Meridian, Saphir, and Bravo to create a profile reminiscent of older West Coast IPAs, but Baker said the brewers utilized the same innovative brewing and hopping techniques developed with the other Can-O-Bliss IPAs.
”The result is a hazy IPA with a silky mouthfeel and maxed-out hop amplitude calling back to some of our favorite IPAs from a few years back,” he said. ”It is a trippy drinking experience that really must be experienced firsthand.”
Pinner IPA was pulled from OB’s year-long lineup about a year ago. Almost immediately, Baker said they heard from beer drinkers and Oskar Blues fans.
”They wanted it back. The response has been impossible to ignore,” he said. ”Right away, we began thinking about the best way to bring Pinner back into the lineup.
”With Pack-O-Bliss, our brewers set out to show off their brewing chops – using unique and innovative hop combinations alongside brewing techniques to demonstrate the incredible range of the IPA style.”
A Session IPA is many of the brewery’s employee favorites, so the Oskar Blues team felt that Pinner fit perfectly alongside Can-O-Bliss Resinous, Can-O-Bliss, and Can-O-Bliss Double.
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