(San Francisco, CA) – Anchor Brewing Company has apparently decided to switch gears and release an outright “Anchor IPA” after all if newly-approved labels are any indication.

During an interview in March, BeerPulse asked Anchor, which helped pioneer the IPA style with “Liberty American Ale,” would consider releasing an “IPA” that is more overtly communicated as such to consumers. At the time, CEO, Keith Greggor, downplayed the possibility noting that Anchor was focusing on other unique projects like Anchor California Lager versus creating the “64th IPA [to be sold] in Safeway.”

Continued growth of the style may have forced the company’s hand though. Peers like Samuel Adams, Sierra Nevada, New Belgium and Deschutes have already released several IPAs in bottles, slotted IPAs in multiple seasonal slots, released IPA-exclusive variety packs or even dedicated whole series of beers to the IPA style.

The popularity is industry wide. CNBC recently published stats on the growth of the style. “According to market research group IRI, which tracks off-premise beer sales, IPA sales were up 36 percent in the first half of 2013. Another market research firm, GuestMetrics, which measures on-premise sales, said the IPA style was the fastest-growing beer category in 2012, posting unit growth of 39 percent”.

For now, label approvals are now in for Anchor IPA in 12 oz. bottles, 22 oz. bottles and draft. Stay tuned for further details on release.