How cool is this. As any marketing person knows the best way to grow a niche business is to help to grow the entire industry. It appears Samuel Adams gets that if more and more people move from Miller Lite and Budweiser to microbrews they are going to pick up some of that new market share. Enter their Hop Sharing Program.
For a couple of months now, we’ve all been facing the unprecedented hops shortage and it’s affected all craft brewers in various ways. The impact is even worse on the small craft brewers–openings delayed, recipes changed, astronomical hops prices being paid and brewers who couldn’t make beer.
So we looked at our own hops supplies at Boston Beer and decided we could share some of our hops with other craft brewers who are struggling to get hops this year. We’re offering 20,000 pounds at our cost to brewers who need them. Specifically, we are able to spare 10,000 pounds of East Kent Goldings from Tony Redsell, a top English grower featured by Michael Jackson in Michael Jackson’s Beer Companion (page 75 has a picture) and 10,000 pounds of the German Noble hop Tettnang Tettnanger from small farms in the Tettnang region in Germany.
The purpose of doing this is to get some hops to the brewers who really need them. So if you don’t really need them, please don’t order them. And don’t order them just because we’re making them available at a price way below market. Order them because you need these hops to make your beer. We’re not asking questions, so let your conscience be your guide.