A lot of that stuff existed alongside IPAs like Dogfish Head for years. The explosion of IPAs in recent years coincides with the rise of Tree House Brewing, who may not have invented the New England IPA, but certainly mainstreamed it. At their second brewery, you’d see license plates from all over the country and you had to either show up 3 hours before opening or wait 3 hours in line. It was insanity. They were selling out every day at $15-20 a can back in 2014. They made stupid money, and their expansions since then will tell you all you need to know.

Anyway, within a year, the copycats started appearing, and that’s when the IPA craze really took off.