The American palate demands more excitement than it used to. Millennials, in particular, are open to experimenting. The spicier the better. Sriracha. Wasabi. IPAs with 100 IBUs.
IB ... what? IBU stands for International Bitterness Units, a measure of the bitterness in beer. A Budweiser, for example, might have 12 IBUs, while a Stone IPA might have 77. That's what you would call a very "hoppy" beer, since much of the bitterness comes from the aroma hop flowers used in flavoring craft brews.