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The evolution of the modern IPA has put a requirement and premium on the additional use of hops, but if there’s a perceptible threshold of flavor for drinkers, packing in pounds per barrel can become an unnecessary cost. Rather than spend hundreds more on hops for one batch of beer, consider whether the amount you’re using becomes marketing itself, and if that money can be used elsewhere for literal marketing.
In a world where hop names are sexy, and newness can have a measurable value, hop bills become a powerful marketing tool for many breweries looking to highlight how intensely juicy their IPAs can get.
The insights derived from this research will help brewery owners and decision-makers explore the link between hop usage, flavor, and marketing. This can impact not just how breweries think of dry-hopping, but how they allocate funds within their businesses. Sign up to read more.
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