North City is in mourning over the passing of one of its’ most well known citizens. Longtime local spokesperson for the “Red Dog” IPA brand of beer, Jim Target died in hospital this week. In a stunning turn of events though, it has been confirmed that Target did admit, on his deathbed, that IPA beer really does taste like it’s been stained through old gym socks. Target was the face of Red Dog promotions since early 2010. Target had long been associated with the catch line “It’s better because it’s IPA.” since Red Dog released their iconic ad campaign in 2010.

Those close to Target’s reported to NCN that he had suddenly gotten ill after having dinner with friends and passed out before being rushed to hospital. When he regained briefly consciousness, he confided to long time friend, Jason Reid, that IPAs always made him throw up a little in the back of his throat. He went on to describe IPAs as like “drinking a liquified version of lawn clippings.”

Target’s admission is not going over well in some parts of the community. Although IPAs tasting like armpit sweat is commonly known amongst most casual beer drinkers, IPA brands of beer have often been promoted as the choice of beer influencers and those with more sophisticated beer palates. Industry spokespeople and beer influencers are chalking Target’s admission up to him being in a state of grave mental distress. The National Beer Alliance released a statement saying, “We stand behind all our past statements that IPAs are drinkable.”

“We will all miss Jim and his love of the finer things in life.” said Reid. “I know people might be a little surprised that his didn’t really like IPAs but they may not be as surprised to find out that he also thought brie cheese is virtually tasteless and neopolitan pizza isn’t really pizza at all. These are the words that I would like us all to remember him by.”