CHANGE HAS BEEN AT THE CENTER OF CRAFT BEER SINCE ITS BIRTH. It's the darling segment of the adult beverage industry for many reasons, but chief among them being our unique ability to change with the times, and remain nimble, giving the craft consumer-base exactly what they ask for time and again. Not even a global pandemic can stifle the creative juices of our beloved brewers. Case in point - our newest iteration of a decade-old legend - Primordial IIPA.
Ok one housekeeping note before you go on - Ive been hearing folks mispronounce this beer for 10 years. Let's get the semantics out of the way from the beginning so we are speaking the same language:
pri·mor·di·al / prīˈmôrdēəl/
adjective
existing at or from the beginning of time; primeval.
There we go. Now we are cooking with fire!😘
What a fitting name, huh? Although we had a hunch back then that it was designed to stand the test of time, we certainly didn't brew it with longevity being the primary objective, yet here we are, and we are proud to announce that this year brings another fresh take on the decade-long tradition. Primordial returns every August for our loyal fans, but is also a vehicle to introduce recent converts to one of our original, and most popular IPAs, a concept we've embraced with other beers in our specialty program such as Big Mother in the spring.
Kamron Khannakhjavani, Director of Marketing explains the rational for the change:
"Craft beer drinkers’ often express variety in their tastes through their purchasing decisions, so going into a release we are always looking at what is popular or inspiring and then making adjustments to existing recipes accordingly. Availability of certain hops is also a consideration and often the main driver for a recipe change in a style like this.”
Chris Baker, Director of Brewing Operations, expands:
“This year we added some additional citrusy hop varietals in addition to even more wheat and oats to drive up the body and head retention without adding more malt character. We also split the hot and cold side hop schedule up to really isolate the most desirable qualities of each new hop. Reinventing a brand like primordial is more than just changing the color or just throwing in a different hop varietal. There is a lot that goes into it.”
The updated Primordial will be distributed throughout the United States via our network of distribution partners both on draft and in 16oz/4-pack cans beginning this week. Customers can use our nifty beer finder tool to locate Primordial near them at findmotherearthbrewing.com.
FUN FACT: PRIMORDIAL WAS THE FIRST BEER WE EVER BREWED WITH LONG TIME FRIEND AND BREWING CONSULTANT, LEE CHASE, NOW OWNER OF SEVERAL AWARD-WINNING CRAFT ESTABLISHMENTS AND AUTOMATIC BREWING IN SAN DEIGO, CALIF.
Tags: Beer Release, Primordial IPA