Shooter’s Juicy IPA is a NEIPA jammed full of juicy hops, lactose and Australia’s favourite breakfast cereals. At 7% ABV it is seriously smooth with big tropical flavour.
This isn’t the first time Aussies have tasted Shooter’s before, as it was Feral’s GABS Festival release in 2018, launched under the name Shooter McGavin’s Breakfast IPA.
“The intention behind a GABS Festival beer is always to make it unique and exciting. In early 2018, New England IPAs had just cracked the Australian market, and a lot of people on social media were referring to them as juicy because of their resemblance to orange juice in colour. We decided to play off that by releasing a ‘breakfast inspired beer’ that both resembled orange juice in appearance, used breakfast cereal in the mash to add sweetness and lactose to create that creamier mouthfeel”, Marketing Manager Bronte O’Donoghue explained.
The beer was an immediate success, it went viral on social media and was voted the second most popular festival release.
Conscious of the novelty of both the beer style and name, Feral decided to retire it at the end of 2018, but their customers had other ideas with a social media campaign being kick-started by a local bottleshop owner to bring the beer back.
At the end of the day, the power of the people won out! Feral went back to their original artist, Ash Schmitt, and got him to redesign the artwork so it was more on brand, before deciding to launch Shooter’s Juicy IPA in cans as their next brewpub series.
Shooter’s Juicy IPA is available nationwide in both cans and kegs.
A full stockist list is available here.