Alchemy & Science Just Beer Project IPA Available Now

When I started Magic Hat in 1993, there was little variety in the beer world. It was normal for there to be 6 to 8 draft choices; 2 lite corn lagers, an (oxidized) import or two, and if you were lucky, a Samuel Adams Lager or Sierra Pale Ale.

Times have changed. Five years ago I walked into a bar in Portland, Oregon wanting to catch up with an old friend over a few beers. This was something I’d done hundreds of times before. I looked out at the draft tower, scratched my head and said to myself, “WTF,” then ordered one of the myriad of beers I knew nothing about. It was a 70 IBU beer with an ABV of 9%. After I finished, I asked the owner/bartender what he had that was not so BIG. They were all in the same camp. After struggling through my second beer, I decided to switch to water.

Portland was a precursor of what would come. The craft beer industry is growing at a rapid rate. In 2012 there were over 2,300 craft breweries in total, and that number increases literally by two every single day.

As a result, it’s now routine for beer bars to be sprouting up with 50, 60, 80, 100 draft lines. Few beers I have ever heard of. Most of them old and oxidized.

The Just Beer Project’s mission is to deliver beer drinkers un-complicated, world-class craft brews that are delightful in their simplicity – nothing too complicated or exotic and with all natural ingredients. Our beers are sessionable, staying in the 5% ABV range, and focus on a great balance between malt and hops.

The Just Beer project is for people who like me, just want a great beer. First up is Just IPA, a delicious hoppy beer with a great fresh hop aroma. Try it. If beer drank beer, this is the beer beer would drink.

– Alan Newman Founder

, The Just Beer Project

“It wasn’t until the past few years that the IBU and ABV wars began. They add flavor, aroma and character, but everything in moderation, please,” said Newman. “I don’t want 120 IBUs or 9% ABV on a night out with friends. All I want is a good tasting beer that I can drink all night long.”

The Just Beer Project’s mission is to deliver beer drinkers un-complicated world-class craft brews that are delightful in their simplicity – nothing too complicated or exotic, with all natural ingredients. Their beers are sessionable, staying in the 5% ABV range, and focus on a great balance between malt and hops.

The first beer offered by the Just Beer Project, Just IPA, is an approachable IPA. For the aficionado, Just IPA comes in at 45 IBUs and a sessionable 5.2% ABV. It’s brewed with four hop varieties and two different styles of malt, then dry-hopped with Citra, Simcoe, and Cascade hops giving it a well-balanced malt flavor and fresh hop aroma. For the person who’s looking to spend less time reading about beer, and more time drinking it, Just IPA is the perfect choice.

Just IPA is available on draft in Pittsburgh, PA, Virginia Beach, VA, and Baltimore, MD beginning May 8, 2013, and will be available in Central New Jersey starting June 1, 2013.

To learn more about the driving force behind the Just Beer Project, visit www.justbeerproject.com/letter.
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