Jen Blair Jen Blair

What Are IBUs in Beer? Why They Don’t Tell You How Bitter a Beer Will Taste

The International Bitterness Unit (IBU) wasn't invented to tell beer drinkers how bitter a beer would taste. It was invented to help brewers make more consistent beer. Somewhere along the way, the brewing industry's quality control measurement became a consumer-facing marketing number—and that's where much of the confusion began.

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