To say that hazy India pale ales, or IPAs, have soared in popularity on menus in recent years in an understatement. The Hazy IPA, originating from New England and known for its cloudy appearance and tropical scent, is the seventh fastest growing item on menus in the past four years, only behind other adult beverages such as ranch water and hard kombucha and the gluten-free pizza star, cauliflower crust, according to market research firm Datassential.

What makes them so popular? While the unique appearance certainly draws consumers in, they really come for the taste: Hazy IPAs are less bitter than traditional IPAs and are often rich in fruit flavor. Among consumers who’ve tried them, 58% say they like or love them.

Datassential also reports that 33% of the U.S. population knows about hazy IPAs but only 17% have tried them.

Click through the gallery to learn more about this week’s Flavor of the Week and see how one restaurant is using a hazy IPA on its menu.