clickbait - hazy ipa

Clickbait is a contemporary term that describes a certain type of headline, cover image, and teaser for videos or articles. These previews are deliberately designed to be sensational, provocative, or exaggerated to entice us to click. The term and phenomenon have emerged over the past few years and have become so common that increasingly drastic wording and images are needed to achieve the desired reaction. The content behind the clickbait usually turns out to be less than exciting, informative, and dramatic, leaving us disappointed and annoyed that we were lured into clicking.

The Spanish brewery Cierzo is luring us with a completely different kind of clickbait. Its latest Hazy IPA is called that, and it tries to entice us to buy it with nine cute cats on the label. Even if Cierzo’s clickbait doesn’t quite live up to its promise—the nine cats aren’t included with the purchase—it still delivers a more than satisfying product. The densely cloudy India Pale Ale is brewed with Cascade, Krush, and Nectaron hops and delights with a juicy symphony of multifaceted citrus, tropical fruit, and harmonious bitterness.

No cats, but still fabulous!