When a brewery wants to release a new core beer… who decides what it should be like?
For many breweries, the answer is pretty simple: the brewer. If the brewer and the owner aren’t the same person, the owner obviously gets a say as well.
For their newest addition to their core range, Modus roped in people from all facets of the business – from the brewers to the bartenders to the sales reps to the market peeps – to blind taste test beers over the course of six months, and to score and rank the trial batches to see which one they thought really popped. The brewers kept fine-tuning the recipe through this period, and by the time they were happy with it, it was because the whole crew was happy with it.
It’s a fun approach that allows a spread of ages, genders and taste preferences to weigh in on the beer. Modus also pulled feedback from people throughout the company for the label design, and they describe the result as “beautifully wild, fresh and not so serious.”
In fact, that really describes everything they were trying to capture with Modus Hazy.
This hazy pale’s can design is a bold, groovy pattern that wouldn’t be out of place as the background for a transition scene in That ’70s Show, with aromas to match: citrus, stonefruit and tropicals all dancing together. And I mean the fun kind of dancing, not just leaning against the wall and nodding your head.
Modus haven’t dominated their descriptions of this beer with mentions of dry-hopping and hop varieties.* It’s all “fresh”, “hazy”, “juicy.” Did they hit it? Yep, yep, yep.
Mick Wüst
*Not that they’re a secret. Anyone interested can find them on the website: Cashmere, Galaxy, Idaho 7.
Published October 29, 2024 2024-10-29 00:00:00
