Week after week, we sell more Vigilante IPA than any other beer at Bridger Brewing Co. In the microbrewery world, IPA's are king. Bozeman Brewing Co. has Hopzone, Madison River has Hop Juice, Outlaw has their Passive Aggressive Pale Ale (P.A.P.A.), and national breweries are coming out with new and exciting extra pale ales, double IPA's, and experimental IPA's. According to Dan Conley, of Community Beer Works in Buffalo, NY, the popularity of IPA's is because, "they taste good, they're advanced, they have lots of flavor, and science!" Thinking about consumer behavior however, makes me wonder if the ascent of IPA is due to popularity, hype, and irrational fallacies. In any case, "Homer" sure does enjoy a pint of Deschute's Fresh Squeezed IPA and doesn't much care if it's rational or not.
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