This August, Hood River, Oregon’s pFriem Family Brewers is unveiling the sixth beer in their year-round 12oz can lineup: West Coast IPA. Not to be confused with pFriem’s other core release simply branded “IPA,” the new West Coast IPA is the culmination of decades of updates on the classic signature sub-style that dominated the world’s most popular craft beer style until hazy IPA seemed to knock it off it’s throne. pFriem West Coast IPA is a modern version of the style that reflects the evolving palates of drinkers with it’s light refreshing crispness and aromatic hops.

“There is a unique intersection right now. You have a vibrant and strong market in Hazy IPAs, which are known for their big, fruity, tropical, sticky, and soft flavors,” says Josh Pfriem, Co-founder and Brewmaster at pFriem Family Brewers. “At the same time, a good portion of drinkers are exploring various options like hard seltzers, canned mixed drinks, and more. There’s also a segment that wants the clear character of an IPA but craves the fruitiness of the Hazy IPAs.”

pFriem West Coast IPA is a contemporary IPA at heart, meant to cater to those who want something bold but also approachable. A next step in a hazy evolution towards something more bitter and bold, but not too strong and with just enough twang of citrus and tropics that it appeals to those with a sweet tooth, without actually finishing sweet.

"If you can harness some of the more delicate flavors of hops, while leaving some of the vegetal ones behind, it allows you to do this on a leaner and more dry body. Opposite of what you are accomplishing in a Hazy IPA,” adds Josh. “IPA continues to evolve and change over time. West Coast IPA is a reflection of the moment - big fruity and impactful flavors on a lean and bright body."

pFriem Family Brewers’ West Coast IPA is carefully brewed with high-quality pale malt from British Columbia, and borrowing a method originated with Russian River Brewing, adding a touch of corn sugar to lighten the body and let the hops shine. The beer incorporates one of the most popular hop varieties of the last decade in Citra, and Oregon's new-school hop, Strata. This fusion creates bright, aromatic notes of tangerine, cannabis, strawberry, starfruit, and grapefruit.

“West Coast IPAs have been around for over 20 years, but the new ones are much less bitter, more aromatic, and brewed with a modern touch incorporating what we have learned over the last 20 years. In general, people are asking for these beers,” adds Josh.

Let’s compare and contrast pFriem IPA (black can) versus the new pFriem West Coast IPA (red can):

• Both beers are 6.5% ABV and fermented with American Ale Yeast.

• Both beers have Citra hops, but standard IPA (black) has chinook and mosaic, while WCIPA is big on strata hops and CGX concentrated strata (red can.)

• pFriem IPA (black) is 65 IBUs, and West Coast IPA is 45 IBUs (red can.)

• Rahr Pale Malt is the only malt used in West Coast IPA (red can), but the standard IPA has a much richer malt bill boosted by Simpsons Caramalt, Simpsons Crystal Light, Simpsons Crystal Dark (black).

The pFriem West Coast is arguably the most cutting edge hoppy beer from the brewery yet, marking a big dive into concentrated hop products to amp up what is achieved from pelletized hops. Josh says of concentrates, “As they evolve, so will West Coast IPA. Whether used in high or small quantities, they will help with the future of this style."

Draft of the pFriem West Coast IPA is already available in key accounts in Oregon and Washington. By the end of August, packaged 6-packs will make their debut, joining Pilsner, Lager, IPA, Hazy IPA, and Pale in the core lineup in 12oz cans. pFriem West Coast IPA will be retailing at $11.99 across Oregon, Washington, and Idaho with limited distribution in Southern California and Nevada. 

Visit pFriem online at www.pfriembeer.com, or onsite daily at 707 Portway Ave., Suite 101, Hood River, OR 97031.