Hop on to the Water Trend

They’re not new to the market by now, but Hop Waters are taking off and craft breweries aren’t taking advantage.

Originally published on our craft beer newsletter Alcohol Content.

Written by: Ben Butler, APR

Photo courtesy of Lagunitas

It’s no secret consumers are pulling on more NA options. Personally, I don’t advocate for most people to do NA beer unless you’re super good at it. There are a lot of quality control and safety concerns. Especially when served on draft.

You already have all (or most) of the equipment you need to make this.
I won’t pontificate on how to produce this — leave that to your brewers.

But I will say, you want to consider getting some hop biotransformation by adding yeast into your process.

Position It as a Real Product

You might be tempted to try this as a “Draft Only” pilot, but I don’t know that’s enough to get lift. This is a case to really invest in the branding and package strategy.

Offering 4- or 6-packs shows your consumers it’s a real, breathing product.
Try it as a smaller batch if possible before going all-in
Make sure this is visible next to your other to-go items.
Give it a proper social media post
And yes, supplement with it on draft too

Flavor Variants

One may be enough to entice people into your taproom. But a variety is cause for them to stay and come back.

Consider even a rotating flavor every so often.

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