The Full Story Behind Hops, Beer Production and Our Love of IPAs

united staes of hops

Note: This is the #longread version of posts from “Hop Week.

There are many repeated discussions in the beer industry these days.

Beer in cans. IPAs for days. Economic bubbles.

But one aspect that widely gets discussed by beer enthusiasts and the mainstream media with great regularity: hops. Where they’re growing, how they’re growing and what it means to beer – especially craft – going forward. It’s not hard to find reporting on one of the hottest stories in beer, whether we’re talking about hops growing in Colorado, Florida or anywhere else.

Even if it means we may be missing one of the most important angles of this often discussed topic.

Continue reading

Advertisements

In the Search for What’s New, is a Hoppy Sub-Style Found?

hops

At our current state of human evolution, our attention span is reportedly eight seconds. That’s less than a goldfish.

By one estimate, the amount of time we can pay attention to a singular beer brand is three years. I’m sure there are many who would argue that number is actually less and, like our regular attention span for everything else in life, is shrinking rapidly.

It makes sense, given the rise in the number of brands carried by distributors and how many end up on the shelves of our local beer aisles, making us spend more and more time simply figuring out what it is we’re going to buy.

sku for distribs

Whether or not we’re staring down the threat of the death of flagship brands, we can’t deny the effort by brewers to create, adapt and – dare I say – “innovate” in order to stay relevant to today’s consumers who are constantly looking for something more. It’s a virtuous cycle: drinkers like something new, brewers like creating something new and the loop goes on.

So when it comes to addressing the availability of hops and what people want, one of the trendy techniques in craft beer is offering a smart approach.

“If you look at data for beer styles, the number one style is IPA and the number two is variety,” said Ray Goodrich, director of marketing for North Carolina’s Foothills Brewing. “People like trying new stuff so that’s what we’re going to give them.”

He should know. Foothills is now in year three of an ongoing experiment, releasing a new IPA brand every month featuring different hops and flavors. Every 30 days, a 90-barrel batch is put into 22-ounce bombers and distributed across Foothill’s distribution footprint. With the exception of one month, Goodrich said he’s always seen their IPA of the Month or Hop of the Month beers sell out.

Given the myriad of situations facing the cross section of hops and the beer industry, the move to stay fresh and relevant is simple: it’s the rotating IPA.

Continue reading

It’s Not How Big Your Hop Addition Is, It’s How You Use It

hops-beer-glass

Beer, forever bound to agriculture, seems like it should be philosophically opposed to the use of the word “industrial.” In an era where “big” is bad to many beer lovers, the mere suggestion of the word can significantly alter perceptions.

Instead of some handcrafted, artisanal product, we suddenly have something wildly opposite. A beer that sounds so … macro.

But if hop yields are low, and creating new infrastructure is expensive, and drinkers really love a certain kind of hop that has to be grown, is it time to get inventive? Are there processes and products that may create flavorful shortcuts that can continue to produce the hop bombs we’ve all come to know?

With craft brewers using hops at a per-barrel rate many times greater than big breweries like Anheuser-Busch, it may be worth our time to better understand academic and even industrial advancements that can offer solutions to brewers and not take anything away from the beer we love.

Continue reading

What Will it Cost to Meet Our Growing Demand for Hops?

hop bines

According to the last figures made available by the USDA, the number of American hop farmers jumped considerably from 68 in 2007, just as craft beer was starting to become more mainstream, to 166 in 2012. Today’s number isn’t readily available, but based on how often local and state media covers some aspect of farmers growing hops, it’s safe to assume it’s grown just as fast.

Which is good, because craft beer is going to need those hops. But in order to fulfill the requirement of producing enough beer to meet 20 percent market share by 2020, there’s still work to be done.

From building the infrastructure to choosing hop varieties, the country needs more farmers, more hops and more investment to make it happen.

Continue reading

We’re Growing More Hops Than Ever, But There’s More to the Story

hop bine

There are many repeated discussions in the beer industry these days.

Beer in cans. IPAs for days. Economic bubbles.

But one aspect that widely gets discussed by beer enthusiasts and the mainstream media with great regularity: hops. Where they’re growing, how they’re growing and what it means to beer – especially craft – going forward. It’s not hard to find reporting on one of the hottest stories in beer, whether we’re talking about hops growing in Colorado, Florida or anywhere else.

Even if it means we may be missing one of the most important angles of this often discussed topic.

Continue reading