Ale Asylum Takes Velveteen Habit IPA Year-Round


Madison, WI — Beginning October 1, Hopheads will rejoice as Velveteen Habit IPA makes its way into their favorite craft beer retail outlets and watering holes of WI and IL. Based on the acclaim this beer has received, turning it into a year-round offering was a no-brainer for the brewery.

Although, the timing was unexpected as it wasn’t slated to return until 2017. “When Velveteen Habit ended its seasonal run last summer, the public outcry was overwhelming. Since then, we have received requests, just about on a daily basis, to bring Velveteen Habit back and to make it available year-round. We simply listened.” explains Ale Asylum Co-Founder Otto Dilba.

Rated “Wisconsin’s Best IPA” by Milwaukee Magazine in 2015, Velveteen Habit is brewed with Citra hops, a patented variety that is highly sought- after in the brewing community due to its robust flavor profile. Another year-round brand the brewery makes with this hop varietal is Bedlam!, a Belgian-style IPA that ranked within the top five in the world according to Beer Advocate when it first debuted in 2010. The brewery has secured enough Citra hops for both brands through 2019, with plenty left for an abundance of experimentation at the same time.

Velveteen Habit joins six other brands available 365 days a year: Madtown Nutbrown, Unshadowed, Hopalicious, Ambergeddon, Bedlam!, and Demento.

  • Name: Velveteen Habit
  • Style: India Pale Ale
  • ABV: 7.5%
  • Body: Medium
  • Color: Golden Orange
  • Flavor Profile: Bursting with Citra and Cascade hops, this IPA has a juicy hop presence with a rich malt spine. Heavy-handed dry hopping lends a rapturous citrus aroma.
  • Hops: Citra, Cascade
  • Malt: 2-Row, English Crystal, Special B
  • Distribution: WI and IL
  • Release Date: October 1, 2016
  • Packaging: Draft, 12oz. bottle six-packs
  • Motto: Your new favorite toy comes with a government warning.