How does honey affect a double IPA? Bell’s Brewery explains

2017 is looking a little brighter: Hopslam double IPA from Michigan’s Bell’s Brewery is back out (for a limited time). Six different hop varietals are added to its potent brew kettle, along with a massive dry-hop addition of Simcoe, which gives Hopslam Ale a fairly accurate name. To balance that hop assault (and generous malt bill), Bell’s brewers add a solid dollop of honey to provide body and balance, resulting in a scarily drinkable double IPA.

Coinciding with the release, Bell’s released a series of short videos on Hopslam. The one above focuses on the honey ingredient (note the “Flight Of The Bumblebee” score). The other videos deal with subjects like cellaring, limited production and canning. Each vignette is only a minute plus, which we dig, and each is nicely navigated by Bell’s Director of Operations John Mallett. Bell’s did a similar set of small videos for the recent release of Eccentric Ale, and these mini movies are great little marketing pieces for websites, Twitter and social media posts. Other breweries, take note.