25 May 2016
Infinite Jest is back full time and hitting the streets this week. It’s an American Pale Wheat Beer, and that style confuses some folks. Preconceived notions and assumptions tend to trump reality in the beer game, so here’s two facts about our new beer release (besides being delicious).
Infinite Jest is our new YEAR ROUND beer in 12 oz cans delivered in 6 and 12 packs. The package is bright and cheery, and fun, but it has nothing to do with summer. There is no Infinite Boredom on the horizon for our winter release. New. Year. Round. Beer. From. Notch. That is the program, it is not going away, ever.
WHEAT BEER USES WHEAT
We’ve grown accustom to wheat beer in the US as a style from Germany or Belgium, the former with clove and banana in the aroma from the yeast fermentation, and latter with orange peel and coriander aroma from orange peel and coriander added to the beer. Both are brewed with wheat malt, yet we associate these beers with the aromas we smell instead.
A wheat beer is a wheat beer when wheat malt is used as the grain. It has nothing to do with yeast, fruit or spices, although they are welcome to come along for the ride from time to time. Not this time. Notch Infinite Jest is a hoppy wheat beer brewed with wheat malt and hops and fermented clean with an American ale yeast. No funky yeast aroma, no fruit, spice or other shit tossed in by a bored brewer. It’s dry, crisp, clean and hoppy. The wheat helps with those first three descriptors, the hops with the last. Think Pale Ale brewed with wheat and hops.
That’s it kids, don’t over think this stuff.