the future of beer wall street journal presentation patrick olds drew richards jordan rowsey lee...
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Hops are primarily grown: Hallertau region of Germany Willamette and Yakima valleys in the United States.TRANSCRIPT
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The Future of BeerWall Street Journal Presentation
Patrick OldsDrew RichardsJordan RowseyLee Saunders
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Hops: What they are
Beer is made of three main ingredients: Water, Barley, and Hops.
Hops add flavor and aroma More hops in a beer makes the beer
more bitter and bolder.
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Hops are primarily grown: Hallertau region
of Germany
Willamette and Yakima valleys in the United States.
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Shortage of Hops 10,000 acres of hops world-wide were
lost this past year Poor weather conditions Growing demand in Asia Reduced acreage due to real-estate
development
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Shortage on hops caused an increase of price Price per pound went from $3-$5/lb to
around $20-$40/lb Smaller, independent breweries were
forced to raise retail prices Sierra Nevada raised price of 6 packs by
50 to 60 cents
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Along with the shortage of hops, there is increase in demand for them Bolder beer styles have become more
popular recently In the past year, 47 of the top 50 brewing
companies have grown in production to keep up with demand
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Brewers – what they are doing
Brewers are resistant to reducing products containing hops
Recipe changes is one alternative
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Substituting hops is effective in conserving hops with greater demand
The bitter hops are easier to substitute than the aroma hops
Some “hoppier” beers are only produced in limited quantities because of the price of hops
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Companies are creating new beers, which rely less on hops
Chocolate-OatmealStout
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In review…
The future of beer seems pretty secure Though hops are lacking, industry
continues to grow 8,500 acres of hops planted in U.S. 11,000 acres worldwide
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Hops planted are bitter hops Don’t reach full maturity for 3 years Don’t do as much to give unique taste
Altered recipes Less diversity in styles
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“Things are predicted to get a little better … but it’s definitely not in the clear.”
--Mr. Koch of Stone Brewing Co.