Unpronounceable IPA by Crown Brewery

The beauty of Twitter, indeed the internet in general, is the connections that it enables you to make. The same wonder also its most concerning feature, when it is used for negative purposes.

The beauty of the Twittersphere, indeed the internet in general, is the connections that it enables you to make. The same wonder also its most concerning feature, when it is used for negative purposes.

For marketers, digital technologies allows you to open dialogue with niche audiences that are difficult and ultimately expensive to reach, and to tap into the power of the long tail, those customers, stakeholders or peers that would likewise be more difficult to communicate with and might only make a small proportion of your overall returns. These people are opened up to cost effective communications by the internet and, especially in times where pennies are tight, can be vital to improving your bottom line.

Unpronounceable IPA - something different and well worth grabbing a bottle or two off

Through the world wide web, and in particular Twitter, the world of beer has joined together, making connections that were previously much more diluted suddenly very direct and personal. Beer writers, breweries, ale lovers and just other interested folk are able to communicate together in immediacy, in earnest and inexpensively. 6 months ago I would not have expected myself to be sat on the 51A into Leeds (which I am right now), typing on a mini laptop and posting my thoughts to a potential global audience. Ok, so globals pushing it in reality, but the  potential is there. Get this page in  the right place and these words  could be read by millions.

It’s the great connected world of Twitter that led me to the beer in question. Crownbrewerstu, aka Stuart Ross from the Hillsborough Hotel in Sheffield is Head Brewer at the ajoining Crown Brewery. By adjoining I mean operating from the same plot as the hotel, using the out buildings and cellar of this Victorian hotel to brew exciting and bold beers.

Stuart is a Twitfriend or whatever portmanteau that relationship now has, and through his conversations with me and other twitterati I found out about his concoctions. This, the very pronouncably named Unpronounceable IPA was the first that I managed to pick up (from Beer Ritz of course). And so the internet comes good again.

And the beer. A resiny, medicinal aroma, hops aplenty and lupulin galore. The slightly medicinal flavour might be a bit aniseedy, and followed by a bitterness that I really like but is not completely balanced. It’s sweet (and sweeter the longer it sits in your glass), maturing from tree bark hops to trifle infused glory at the end.

A typical India Pale Ale? No, one based on more modern, experimental IPAs I’d say. Worth a drink? Without question.

This is the sort of beer that the world needs more of. It’s raw, it doesn’t have the refined elegance or balance of world class beers, but this should be celebrated for turning up in a different suit, being something out of the ordinary and being something new and unadulterated-ly unique.