I had a similar experience to Bugeater's, a dude in my homebrew club made a chili beer with an intense nose and flavor but just a very mild heat. He roasted fresh peppers (lots of different varieties) and used those in the boil. I think the key to that intense flavor and little heat is to de-seed and roast the peppers. That will caramelize the sugars, break open the cells and drive off some of the capsaicin or at least break it down. Then add those chilis to the boil. For more heat, dry hop with a dried chili variety to avoid a vegetative flavor. My chili Scottish 80/- was screamin' hot

and a little "green" in flavor due to fresh chilli dry-"chilli-ing". That's a "lot" of "quotes."
Cheers,
Greg
Yet again, WTF do I know?
Live and Learn. Then get drunk and forget it all.
On Tap: Naughty Monk 12 - BDS, Redemption Brown, Silver City's Big Daddy's ESB