By Joe Baucco, Marketing Director, Saucy Brew Works
When you crack open a can of Juicy ASAP, you’re tasting a beer that’s been through a lot of evolution — and a lot of tasting, tweaking, and testing. To give you a real inside look at how our flagship IPA came to life (and keeps getting better), I sat down with Eric Anderson, our Chief Brewing Officer here at Saucy.
From IPA ASAP to Juicy ASAP: How It All Started
Joe: “Alright Eric, first things first. How did Juicy ASAP come to be?”
Eric: “Well, originally it was called IPA ASAP. We only had one IPA when we first opened, and it was a lot more West Coast in style — dank, piney, and about 6.3% ABV. We used hops like Centennial, Chinook, and Crystal. The name ‘IPA ASAP’ came first — just a fun bit of wordplay, honestly.”
But around that time, the hazy IPA trend was taking off. Beer drinkers wanted more fruit-forward flavors, smoother finishes, and less bitterness. We kept iterating, adjusting the hops, and eventually Juicy ASAP was born — fruitier, softer, and way more drinkable.
Brewing Evolution: Hops, Yeast, and That Juicy Magic
Joe: “You mentioned a lot of evolution. What changed over time?”
Eric: “A lot. When we started, we didn’t have access to the hop contracts we do now. As we grew, we got into Yakima Chief, which meant better hop selection. That allowed us to fine-tune Juicy ASAP even more.”
At one point, we even changed the yeast to a hazy-specific strain to get more of that juicy, tropical character. We also reworked our hopping techniques — without boiling the hops for too long — to lower bitterness and pull out the oils and aromas we wanted.
(Translation: Science stuff happened. Beer got tastier.)
Brewing Juicy ASAP: A (Slightly Less Technical) Walkthrough
Joe: “Can you explain, in normal people terms, how we brew Juicy ASAP?”
Eric: “Sure. It’s all about how and when you add hops. If you throw hops into a boiling wort early, it makes the beer more bitter. In Juicy ASAP, we add almost all the hops later in the whirlpool — when the wort’s cooler — which pulls way more aroma and flavor without all the bite.”
Basically, it’s like steeping tea versus boiling it. If you overboil, you get harshness. If you time it right, you get all the good stuff.
Hops Lineup: The Secret Behind the Flavor
Joe: “So what hops are in Juicy ASAP today?”
Eric: “It’s evolved three times. Originally it leaned heavier on piney hops, but as consumer taste shifted, we moved toward Citra and Sabro — giving Juicy those bright citrus, orange peel, and tropical fruit notes.”
We also worked hard to separate Juicy ASAP and Love You, Bye (our hazy Imperial IPA) so they each had their own vibe — Citra/Sabro for Juicy, Citra/Mosaic for LYB.
https://www.yakimachief.com/citra.html
Rebranding Juicy: New Look, Same Great Taste
Joe: “We recently updated the Juicy ASAP can. What’s the story there?”
Eric: “Every time we’ve updated the label, it’s been for the better. Early on, we didn’t even have the ability to print directly onto cans — we were doing shrink wraps. Now, with direct printing, we made the can brighter and more energetic — just like the beer itself.”
Good branding matters, especially in a grocery store where people really do buy with their eyes first. But at the end of the day, the beer inside still has to deliver.
What to Expect When You Crack One Open
Joe: “For someone trying Juicy ASAP for the first time, what should they expect?”
Eric: “Crack it open cold — yes, even though beer nerds will tell you to warm it up. Pour it into a glass and take a whiff — you’ll get big citrus aroma, some tropical vibes like guava, and a soft, juicy body. There’s a light bitterness to keep it balanced and a little maltiness and wheat character in the background.”
It’s refreshing, smooth, and dangerously easy to drink.
Joe: “There are a million IPAs out there. Why choose Juicy ASAP?”
Eric: “Balance. It’s juicy without being overwhelmingly sweet. It’s flavorful without punching you in the mouth. If you want a beer you can actually drink two or three of — without needing a nap — this is it.”
In a sea of overly hopped monsters, Juicy ASAP is just…different. In a really good way.
Favorite Way to Drink It
Joe: “Last one. Favorite way to enjoy a Juicy?”
Eric: “At band practice. But, uh, careful — it’s a smidge higher in alcohol. Forgetting your lyrics is a real risk.”
What's Next for Juicy ASAP?
We’re incredibly proud of where Juicy is today. But Eric’s always thinking about the future — tweaking recipes based on new hop science, new fermentation techniques, or changing consumer tastes. So, while the core of Juicy ASAP will stay the same, don’t be surprised if it gets even juicier down the line.
Cheers to what’s next.