Epic Beer

This Saturday, Malthouse will host the Third Annual West Coast IPA Challenge.  According to legend, the Challenge was conceived by Luke Nicholas (Epic Brewing Company) and Steve Plowman (Hallertau Brewbar) during the 2008 World Beer Cup in San Diego, CA.  Luke was a judge, Steve was there just ‘hanging around.’ 

Over several pints of various unctuous India Pale Ales brewed in and around California, they began to discuss whether similar beers could be made back in New Zealand.  Each was adamant they could certainly do it, but somewhat more sceptical that the other could.  The result was a challenge – brew a hop-fuelled IPA which was inspired by the beers of America’s West Coast. 

The 2010 Challenge will be held at Malthouse starting 3pm on Saturday 17 July and, according to Facebook events at least, finishing at 3am on Sunday 18 July.  For the first time, people attending the Challenge will have the opportunity to vote for their favourite and an official winner will be declared on this blog next week… though probably leaked on Twitter well before then.  Voting will be conducted through a trusted system from antiquity * but the details will not be revealed now for fear that a brewer – potentially an impish one – might attempt to rig the ballot.

In preparation for this gladiatorial event, I talked to both the brewers.  First up, I asked if there were any changes to their beers from 2009.  Luke indicated there were no changes to his Epic Armageddon (6.66%). **  “Basically, my seasonal beer has become permanent so the recipe is set.  However, I do have a super secret beer I will be putting on tap at the Challenge.  I’ve kept it completely under wraps – Mr Plowman doesn’t even know about it.  There will be a sneak preview on Saturday,” Luke said.

By way of contrast, Steve has tinkered with Hallertau Maximus Humulus Lupulus (6.8%).  ***  He explained “I wanted to up the drinkability a little bit so I played around with the malt balance.  There is less Crystal Malt and more Munich Malt.  I also used less Columbus hops, more Simcoe hops and the same amount of Amarillo.”  The hop fuel for Armageddon is quite similar with the traditional ‘shed-loads’ of US-grown Cascade, Centennial, Columbus and Simcoe

The next question was geographical rather than philosophical.  Why would two brewers based in Auckland hold a showpiece event like the Challenge in Wellington?  The answer, it seems, is the venue and the drinkers.  Steve said “There is nowhere to have it in Auckland.  If we had it in Auckland, half the number of people would turn up and half of them would be whingeing about the beers being too hoppy.  Drinkers in Wellington have much more hop-focused palates, more so than anywhere else in the country.  In the end, it is based on a simple concentration of hop fiends.”

Much to everyone’s surprise, Luke agrees.  “Auckland does not have a rocking freaking venue. ****  Malthouse and Wellington is where the good beer people are.  There is also a sympathetic publican who lets me air guitar all night long!” ***** In related news, everyone who RSVPs on Facebook for the Challenge will receive a free set of air guitar strings courtesy of Malthouse.

In last year’s Challenge preview, each brewer talked a lot of retro pro-wrestling smack about the other.  As indicated at the time, the exchange was entirely fictitious.  This year, they were persuaded to offer a few real insights and insults after been told that the other had already done so.  In terms of journalism, that is a small step up the ethical scale at least.

Luke cryptically suggested that his opponent “should be ready to face the Apocalypse” and “watch out for the Four Horseman.”  He also hinted at a Double IPA Challenge in the future.  Steve was at his epicurean best noting that “Luke has been running around talking up his big rep.  Just because you are the flying brewer does not mean you are a hoppy brewer.”

The final word, for once, goes to Steve Plowman.  Asked to sum up the Third Annual West Coast IPA Challenge he pauses thoughtfully then observes “Hops will be the winner on the day – and that’s the best result you could ask for really.”

* So obviously not MMP then
** The Number of the Yeast
*** The Neighbour of the Yeast
**** Some editing may have occurred here to keep the site’s PG rating

***** Not!

Cheers

Beer Writer

Original Post

[Epic Apocalypse, 6.25% - Cascadian Dark Ale, aka Black IPA, quiet release at West Coast IPA Challenge]

A recent tasting held by Wellington Beer Writer, Neil Miller at the Backbencher, featured all the Best in Class winners from the BrewNZ Beer Awards.

This taste off to find the best of the best resulted in Epic Armageddon IPA being awarded the top place.

Beerly Tasting at the Backbencher

This series of videos explains the story behind the origins of Epic Armageddon I.P.A., The West Coast IPA Challenge, the reasons for putting Epic Armageddon I.P.A. into oak barrels, naming them Pete & Melissa before putting them onto the Interislander for a six week ocean voyage between the North & South Island of New Zealand (actually it is multiple sailings between the two islands three or four times a day) and then making the beer available to taste at Beervana, Wellington Town Hall, 28th & 29th August.

Epic Adventure Part 8 - Made From New Zealand
Introduction about Luke brewing in the UK for JD Wetherspoons Real Ale Festival, then brewing some Epic Halcyon at Thornbridge Brewery (UK), using two New Zealand brewers - Luke Nicholas and Kelly Ryan, plus some New Zealand hops and New Zealand water. Then two 5 litre mini kegs are shipped from the UK for tasting by an exclusive group in Wellington, and we see the unpacking of the keg.

Epic Adventure Part 9 - Made From New Zealand
Luke introduces Colin Mallon of the Malthouse in Wellington. Colin talks about how the two got to know each other, became friends(?), traveled to the UK together for some market research, Luke pours Colin the first pint of Epic Pale Ale at the JD Wetherspoons Real Ale Festival for his birthday. A meeting with Pete Brown author of Hops & Glory, Melissa Cole and a visit to the Rake in London. And a very cool idea inspired by Pete's book.

Epic Adventure Part 10 - Made From New Zealand
Luke talks to Stephen Plowman from Hallertau BrewBar, about the origins of the West Coast IPA Challenge, a trip to California in April 2008, inspired by some crazy hoppy beers, brewing for the 2nd Annual West Coast IPA Challenge, and unleashing of some pain on the beer drinking public.

Epic Adventure Part 11 - Made From New Zealand
Luke talks to Neil "Haiku" Miller about the naming of Armageddon, Pete Brown's book Hops & Glory (again), the second coming of Armageddon and a reference to the impish brewer.

Epic Adventure Part 12 - Made From New Zealand
Luke summarizes the epic journey to this point, meeting Pete Brown, reading about his own barrel called Barry (you will need to read the book to find out the full story), two oak barrels filled with Epic Armageddon IPA, an ocean voyage on the Interislander between the North and South Island of New Zealand, here's to Pete Brown and Melissa Cole for inspiring the current stage of this epic journey.

This article written by Neil Miller was recently posted on the Malthouse website.

Impish brewer Luke Nicholas once wrote that he “created Epic Pale Ale for the Steam Brewing Company and liked the beer so much he bought the company.” He is now the head brewer and director of Epic Brewing Company which brews Epic Pale Ale, Epic Lager and, occasionally, Epic Mayhem and Epic Armageddon.

His brewing style is unashamedly hop-fixated. Luke has made a decision to use all imported hops for his beers as they give him the flavour and power he is looking for. While this approach can be controversial with his peers, the resulting beers are highly regarded. Epic Pale Ale was crowned Supreme Champion Beer of New Zealand just weeks after it launched. Metro called it the “Best Beer in Auckland” (by which they mean New Zealand) and the Listener also had it as the best beer of 2007 though their sole source for that assessment was me.

Epic Pale Ale (5.4%) pours a burnished gold colour and throws a punchy citrus nose. It has an immaculate balance between the rich malt body and lashings of summerfruit and citrus notes. It finishes with a lingering, almost oily, bitterness which leaves you anticipating the next drop. Luke admits to using a “shed load” of hops and says while others might consider that to be “insane”, he calls it “flavour”. The judges at the 2008 Brew NZ Beer Awards concluded this beer deserved a gold medal and was proclaimed the best in the fiercely competitive pale ale class.

For those that prefer a little less hops, Luke created Epic Lager (5%), a tasty, quaffable beer. It is bright gold in the glass, soft in the mouth with a crisp, lingering, grassy finish. The hopping is still generous by mainstream standards which means the Epic Lager is a highly quenching drop.

Both beers are now on tap at the Malthouse and are popping up around the country in swank new 500ml bottles which are better for single bottle sales, perfect for sharing and mean that I have to get and go to the fridge 37% less often.

Mayhem and Armageddon are very special beers and are brewed sparingly for fear that they will devastate the international hop market. Each can be compared to a turbo-charged Epic Pale Ale with attitude because they pack in even more bitterness and alcoholic strength. The Armageddon claimed to be the bitterest beer ever made in New Zealand. These beers are not for the faint of heart or weak of liver. One or both may make a return to the Malthouse in 2009 and, if they do, I might let the readers of this blog know. Or I may just turn up at the bar with a very large straw. We shall see.

Unlike big breweries which can afford television ads with Hollywood B-listers stuck in a creepy amusement park or computer generated native birds pooping into a man’s cereal, the Epic promotional budget is tiny. Instead, Luke uses a plethora of interactive technology to connect with the paying public. He has been so successful at this that he was even profiled on a serious business website called Management Focus. Here are some highlights from his profile:

A confirmed “gadget geek”, Luke made the decision to use on-line technology as Epic’s principle form of branding and marketing. The more traditional marketing methods would only be used as support.

“I’ve used the internet in business for over ten years and I know that on-line tools, used properly, can be very cost effective. Perhaps the biggest change I’ve seen is that my target audience is pretty technology-savvy and is becoming more so every day,”

Luke believes that people aged 25-45 do not get their information from billboards, television or even newspaper adverts anymore.

“ These people use the internet, email, blogs, Facebook, YouTube, Twitter, Friendfeed and Flickr to gather information to help make their real-world purchases. Epic has a strong on-line presence on all these platforms – in fact, they are all listed on the back of my business card,”

“ I guess I’m lucky as a closet computer geek that I have been able to bring my twin interests or obsessions of gadgets and beer together! ”

The full version can be read at this link.

I’d particularly encourage discerning drinkers to add Luke as a friend on Facebook. He needs more friends as he currently only has 474. You also have the ability to join the official “Epic Beer is my friend” group but I’d prefer people signed up to the rebel “Hail the Impish One” group which was created by Colin the Handsome Scottish Proprietor and me after a couple of quiet Epics. We currently have a rather pathetic and potentially unlucky thirteen members.

The final word, as usual, goes to Luke getting a little emotional and poetic about his Epic:

“ The flavours dance across your palate and invigorate your mind… which lets you reflect and contemplate the EPIC flavour experience for a moment before the desire to have another mouthful starts to grow. ”

Cheers,
Neil Miller