14 February 2017
From Braxton Brewing:
Braxton Brewing Co. is introducing a change to its core beer lineup. Revamp, a new tropical forward IPA, will be replacing Crank Shaft IPA. It will be produced year round and will replace Crank Shaft in 12 oz. cans on store shelves in March. Revamp is a 6.5% ABV, 60 IBU crisp, tropical fruit-forward IPA.
Revamp will be previewed at Cincy Winter Beerfest on Friday, February 17th as well as available in company’s taproom. Cans will be released in the taproom on Friday, March 10th.
“This is a project that we have been working on for quite a while. The IPA Style accounts for approximately 44% of the Craft Beer segment, and it is something that the brewing team has been studying heavily,” said Evan Rouse, Braxton Brewing Company’s Co-Founder and Chief Operating Officer. “Crank Shaft was a beer we were happy with when we opened in 2015, but it never resonated with the consumer. It was ‘too dark,’ ‘too malty,’ and ‘not enough IPA-y.’ Our team went to work — studying what was popular and trending and what the consumer truly wants. The result is Revamp, a lighter body, citrus and tropical fruit-forward IPA. Removing Crank Shaft from our core lineup was not an easy decision to make, but we feel we have produced an even better IPA.”
Braxton’s core lineup now consists of: Storm Golden Cream Ale, Revamp IPA, Twisted Bit Dortmunder Lager and Dead Blow Tropical Stout.
The 6-pack, 12 oz. cans will be available at select retailers and liquor stores across the brewing company’s distribution network in Northern Kentucky, Cincinnati, Dayton, Lexington and Louisville beginning in early March. It will be tapped for the first time this Friday at Braxton’s taproom and available on draft at Cincy Winter Beerfest.
Over the next several weeks, Revamp IPA will be poured at preview pint nights prior to its official release. This is the first of four new canned products that Braxton Brewing Co. will be releasing in the Spring of 2017.
Braxton Brewing Co. has been using its Beta series as an opportunity to create, iterate and tinker with the IPA style. While Revamp was not derived directly from any specific Beta series beer, the Braxton brewing team has created an IPA that they believe better aligns with current customer preference. Brewed with Amarillo, Citra, Simcoe and Chinook, Revamp boasts tropical fruit flavors and a bright citrus aroma.
“The brewing team is incredibly excited to be able to get this new IPA in your hands,” said Adam Rauckhorst, Braxton Brewing Co. Head Brewer. “We were charged with the task of creating a brighter, more hop-forward beer than you saw with Crank Shaft, and we are all very happy with the results.”
The can’s description reads:
“Perfection is a combination of hard work and having the guts to change. It’s not always perfect the first time around and it takes determination to make every drop count. Revamp is an easy drinking American IPA that brings forward notes of tropical fruit flavor with a bright citrus aroma. The bitterness is more rounded than most, due to primarily late hop additions and dry hopping. Go ahead, enjoy your new go-to IPA.”
The Covington, Kentucky-based brewing company will no longer be producing Crank Shaft IPA. Any Crank Shaft cans that are currently available will be the last. Cans, crowler and growler fills are available at the taproom while supplies last. Revamp will be tapped on Friday, February 17th and cans will be released Friday, March 10th. Braxton believes this is a change that echos what consumers are currently searching for in their IPA’s.
Helping bring this brand to life, Braxton Brewing Co. has worked with Durham Brand & Co. to create Revamp’s badge and can design. This can design falls in line with Braxton’s other core styles including minor tweaks that will be introduced to Storm Golden Cream Ale cans in the future.