By almost all objective standards, we are living in the heyday of hops. There are presently more varieties available to brewers than ever before, with many others in development or testing, and global hop acreage and alpha production are at their highest levels seen this century. Then there are recent product innovations such as Yakima Chief’s Cryo Hops and BarthHaas’ HopHaze, plus technological advances like Clean Fusion, a process lately developed to counter hop creep.
Hop-loving brewers need to remember beer drinkers matter
Amid brewers’ heavy interest in hops, marketers keen to build brands need to remember most beer drinkers remain relatively uninformed.