Green Flash Owner Mike Hinkley on Cans, Session Beer and the Death of Bomber Bottles
Photos via Green Flash
Since its inception in 2002, Green Flash Brewing Co. has built itself into one of the quintessential west coast IPA factories, helping to define the style on a national scale with the titular West Coast IPA and a plethora of hop-forward pale ales and DIPAs. As the years have gone on and the brewery grew from being a west coast presence to a national one, they have also expanded their brewing philosophy to seek a more balanced approach, today producing everything from lagers and barrel-aged sours to a well-liked passionfruit wheat ale. The past fall, the company also completed its three-year project to open a second brewery in Virginia Beach, VA, giving them a strong foothold on both coasts.
Personally, Green Flash also played a role in my own development as a craft beer drinker. Their beer became available in the central Illinois market while I was a student at the University of Illinois, Champaign-Urbana, and I have specific, crystal clear memories of drinking pints of West Coast IPA and especially the sadly departed Hop Head Red at local beer bars around 2008, in a time when I was just stretching my palate and developing a taste for IPA for the first time. It’s safe to say that the idea of Green Flash West Coast IPA was formative on my own conception of “India pale ale” at the time.
Now, Green Flash is looking forward toward the future, while considering their role in an IPA market that has been undergoing a tonal shift. The brewery recently brought back its Palate Wrecker DIPA, but at the same time they’re nodding to the growth of sessionable categories by launching a 4.8% ABV blonde ale simply called “GFB.”
Last week, I had a chance to sit down with founder/owner Mike Hinkley over glasses of GFB and Palate Wrecker, and we discussed both the history of Green Flash and its future, along with the future of Alpine Beer Co.
On designing GFB
Mike Hinkley: Well, a lot of our beers like Soul Style have come together quickly, but this is one we’ve been working on for like two years. It’s harder than you think to design that particular beer you want for shooting pool, or for putting a cooler in your living room on game day that is filled with all one beer. But that was the concept, and it took us about a year and a half of brainstorming to come up with something that was both a “bowling alley beer” and a Green Flash beer in character.
I don’t know the hops in it, and I don’t really want to know. I told them “no proprietary hops in this beer,” because we didn’t want that to be the thing people were thinking about. We’re not going to list it on the can, or on the bottle. It’s just not a “tasting notes” beer. All of our other beers have the hop varietals on them, but that’s not what we wanted the drinker to be focusing on in this one.
When I ask about the “official word” on what GFB stands for
Hinkley: Well for me, you know it’s “great fuckin’ beer,” but we’re not going to put that on a can. It can also be Green Flash Brewery, or Great Football Beer. It works a lot of different ways. We went to a bar and poured it yesterday, and the thing that excited me was that they were putting it in pitchers. Pitchers! I can’t even remember the last time I saw a Green Flash beer in a pitcher, but you do at a bowling alley.
On canning, and why Green Flash was slow to adopt cans for certain beers
Hinkley: When we originally went to doing cans, we specifically designed beers to put in them rather than put any of our mainstays in them. We were kind of anti-can 10 years ago, saying “there’s no way we’re ever going to cans.” Personally, I like buying beer in cans, and drinking beer from cans, but what makes me nervous is the fact that brand new breweries can get really cheap, shitty canning equipment and do a shitty job of it, and the customer may be experiencing that and associating it with cans. Dissolved oxygen in a lot of the cans you buy is really high, which means the shelf life is a lot shorter than it’s supposed to be. Not all cans are created equal. That’s why I didn’t want to put any of our front-line beers into cans until we’d looked into it further. It took a lot of convincing for us to put Soul Style in a can for the first time.