Roadhouse Brewing is gearing up for the launch of Plasma, an innovative Hazy IPA set to challenge the boundaries of flavor and dankness. With a 6.9% ABV, this brew is poised to captivate the taste buds of hop aficionados.
Crafting Plasma involved venturing into unexplored territory, employing a blend of newly developed hop varieties and state-of-the-art hop products. The spotlight shines on Elani, Pink, and HBC 1019 hops, which burst with tropical flavors such as guava, watermelon, citrus, and stone fruit, accompanied by subtle hints of dank herb. Salvo and Spectrum hop extracts are also incorporated to heighten the dry hop character without adding bitterness, resulting in a brew that is both intensely aromatic and remarkably easy to drink.
Max Shafer, Brewmaster at Roadhouse, comments, “For those who love our popular The Walrus Hazy IPA (8.3% ABV), expect a similarly smooth IPA with fruit notes derived from exciting new hops rather than fresh fruit this time, and a slightly lower ABV for even greater drinkability.”
Plasma represents just one of the many new can designs that Roadhouse is unveiling this year. Initially conceived as a unique, ‘superdelic’ label by co-founder Colby Cox alongside Matt Taylor, a Grammy-award-winning artist known for his work on Red Hot Chili Peppers album designs, it has since evolved into a fresh look for the brand. Inspired by a passion for music, the outdoors, and an independent spirit, the new design exudes a cosmic, psychedelic vibe while still paying homage to its origins.
Colby Cox, owner and CEO of Pure Madness Brewery Group, Roadhouse’s parent company following the acquisition of Melvin Brewing in 2022, reflects on the brand’s evolution. “The core essence and guiding principle behind Roadhouse have always been influenced by music and the psychedelic experience. While our original lineup subtly nodded to this, we’ve opted for a bolder statement with our core lineup changes. I want to overtly acknowledge that much of who we are stems from altered states of consciousness. Our creativity and innovation are deeply rooted in this ethos; after all, we’re just a ‘merry band of pranksters’ aiming to push boundaries and explore the unknown.”