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First brewed in London and Burton-on-Trent for the colonial market, India Pale Ales were strong in alcohol and high in hops: the preservative character of the hops helped keep the beers in good condition during the long sea journeys.

Beers with less alcohol and hops were developed for the domestic market and were known as pale ale. Today, pale ale is often a bottled version of bitter, although many smaller breweries are reviving the traditional pale ale and IPA styles.