As IPAs grew in popularity, innovative breweries began experimenting with new hop varieties, ramping up dry-hopping, working with protein-rich malt bills, exploring diverse yeast strains. This wave of creativity has produced a wide range of IPA styles, including the now-trendy hazy, fruit-forward versions with gentler bitterness that so many of us have come to love.
With the surge in IPA demand, many large industrial breweries jumped on the trend—often taking shortcuts by simply slapping the "IPA" label on beers with minimal hop use and skipping dry-hopping altogether. Even some craft brewers have cut corners, never fully embracing what makes an IPA great and opting for cheaper, less flavorful versions instead. Today, just because a beer is labeled "IPA" doesn’t mean it delivers a bold, hop-forward punch—many end up being watered-down imitations. This inconsistency leaves drinkers wondering what kind of hop flavor they’ll actually experience when they open a can.
It was always about the Hops
At its heart, an IPA is all about the hops. They are the lifeblood of the beer, giving it bold character and unforgettable flavor. Without a strong hop presence, an IPA loses its soul—the very spark that made it special from the start.
Fortunately, there's still a dedicated group of craft breweries pushing the limits of what an IPA can be. Trailblazers like Troon, Fidens, Brujos, NorthPark, Monkish, Other Half, Treehouse, Verdant, Cloudwater, Omnipollo, and many more are leading the way.
Their fearless innovation has always inspired us as we forge our own path forward.
But here we are in 2025, and the shelves are packed with every imaginable type of IPA. Some pack a serious hop punch, while others fall short—simply because the label doesn't clearly reveal how hop-forward the beer is.
If labels don't clearly show the hop intensity we can expect—when IPAs are truly all about the hops—why do we keep defining them by appearance (hazy vs. clear) and alcohol level (single, double, triple, quadruple)? Sure, those labels help people choose a style, but they don’t capture the true heart of an expressive IPA: its hop intensity.
That’s why we believe it’s time for a new standard—one that puts hop intensity first.
Enter the ULTRA IPA
Introducing ULTRA IPA—the gold standard in hop intensity.
An ULTRA IPA is built on a foundation of at least 30 g/L (or 8 lbs per barrel) of hop pellets during the dry-hop phase.
Why 30 g/L? Because that level unlocks massive flavor, deep aroma, and unparalleled complexity. Every time.
The ULTRA label is our promise. It guarantees that the beer you’re about to enjoy never compromises on hop power. In a market where many so-called "IPAs" fall short, ULTRA IPA stands apart—no more guessing whether your beer is truly hop-forward.
To launch this campaign, we’re releasing the ULTRA collection in April, featuring four distinct beers—starting with 8% ABV IPAs that proudly meet our 30 g/L standard:
⋆ ULTRA 01 - Nelson Sauvin
⋆ ULTRA 02 - Citra
⋆ ULTRA 03 - Peacharine
⋆ ULTRA 04 - Krush
And that's just the beginning.
We will also be launching collaborative brews with renowned European and US breweries.
Subscribe to our newsletter to be the first to pre-order the new ULTRA collection.
For brewers ready to join the movement, we're releasing our ULTRA collection recipe guidelines. Inside, you'll find our authentic ULTRA IPA recipe—detailing the malt bill, water profile, yeast used, and precise dry-hop charge—to help you craft your very own ULTRA IPA.
Download our ULTRA recipe guideline now.
Questions & Answers
Do ULTRA IPAs need to be hazy?
No. ULTRA IPAs are defined by a minimum of 30 g/L dry-hop usage or 8 lbs per barrel, not by their appearance. Whether the beer is clear, hazy, or somewhere in between doesn’t matter—what matters most is the intense hop presence.
What about the ABV?
There’s no specific requirement for alcohol content. Whether it's non-alcoholic or reaches 15% ABV, as long as you meet the 30 g/L dry-hop threshold, it qualifies as an ULTRA IPA.
What if an ULTRA IPA exceeds 30 g/L of hop pellets?
Exceeding the 30 g/L threshold is encouraged! The ULTRA IPA standard sets a minimum requirement to ensure bold hop intensity. The more you push beyond that, the more pronounced your hop profile will be.
What about cryogenic pellets?
Cryogenic hops can be part of an ULTRA IPA. Our 30 g/L standard focuses on total dry-hop usage with traditional (T90) pellets, but brewers are welcome to include cryogenic hops. Just make sure you measure the actual weight going into the fermenter, rather than using any substitution ratio sorry but it's cheating). Simply put: 30 g/L is 30 g/L—no matter which form of pellet you use.
Can I use hop extracts or oils instead of pellets?
Hop extracts and oils can be used to boost aroma and flavor—they're like the cherry on top. However, they cannot replace hop pellets. To qualify as an ULTRA IPA, you must meet the 30 g/L requirement using hop pellets. Extracts and oils should complement your pellet additions, not substitute them.
What about bitterness levels (IBUs)?
Bitterness is entirely up to the brewer. The ULTRA IPA standard is centered on hop intensity through dry-hopping, not on setting a specific IBU range. Adjust the bitterness to match your hop profile and personal taste.
Does it need to be fruit-forward ?
Not necessarily. Again, the only requirement is 30g/L in the dry-hop phase. Brewers can choose hops that yield resinous, dank, or any other flavor profile—it’s all about maximum hop expression.
What about the yeast?
There's no requirement on the yeast. Brewers are free to choose any yeast strain that complements their hop profile. Whether you prefer a clean, neutral ferment or a strain that adds fruity or spicy notes, it’s your choice—the ULTRA IPA label only cares that you hit that 30 g/L dry-hop threshold.
What about the malt bill?
ULTRA IPA is all about hop intensity, but there's no strict rule for the malt bill. Brewers are free to experiment with any malt—light, caramel, roasted, or even a mix—to support and enhance their hop profile. Who knows, an Ultra Dark IPA might be the next big thing! As long as you meet the 30 g/L dry-hop threshold, you're free to create something truly unique.