The Bruery is apparently starting another label called "Offshoot Beer Company" which is making IPAs (when starting The Bruery originally, they promised they would never make an IPA, though they've frequently blurred the lines since then by making IPLs and stuff like that every now and then). As their
blog post put it: "We never said we wouldn’t launch a new brand that focuses on fresh, juicy, aromatic, and conveniently canned IPAs."
This was announced yesterday, leading many (including me) to think it was an April Fools joke, despite the elaborateness of having t-shirts and actual beers to taste at their tasting room. But a day later, they're still sticking with it:
So, apparently this is a thing. Notably they said they're only doing 7 day pickup windows for these beers cause they want you to drink them fresh.
There's so much self-deprecation in that blog post I still have a hard time believing it.