Voodoo Ranger Imperial IPA is the top-performing IPA among the nation’s craft brands in grocery and convenience stores, according to new data from Brewbound. In second place? Yet another Voodoo Ranger — Juice Force Hazy Imperial IPA.
Launched in 2017 by New Belgium, the Voodoo Ranger lineup originally only included two beers: the Voodoo Ranger IPA and the Voodoo Ranger Imperial IPA. Since then, the brand has rapidly expanded the line, adding brews like the Voodoo Ranger Juicy Haze IPA, Voodoo Ranger Juice Force, Voodoo Ranger Fruit Force, and more.
As Voodoo Ranger’s senior brand manager Dave Knospe previously told VinePair, much of the success of the Voodoo Ranger line comes from leaning into marketing within subcultures like the gaming community, and allowing consumers to vote on upcoming product releases to foster a sense of community surrounding the beer.
“We use all the same high-quality hops, we have the same team sourcing those great ingredients, the same brewers,” Knospe said in 2022. “We’re just going to take a different approach and say ‘What do these drinkers want?’ They want to have fun. They want to drink with their friends. They want to game. They want to do all these other things that they associate with beer rather than hop profiles.”
The strategy appears to have worked. Brewbound consulted sales data from Circana-backed off-premise channels and discovered that the Voodoo Ranger collection is outperforming every beer of its type. In the 12-week period ending on Sept. 10, sales of Voodoo Ranger
