In a significant move signalling a strengthened focus on the growing Asian beer market, German hop supplier Lupex GmbH has appointed industry veteran Stephan Räker as its new Sales Director for Asia.
Raeker (left in the above picture) brings with him a wealth of experience and has the advantage of already being known to brewers big and small around the region from his previous role as Sales Director for Asia at global hop supplier Simon H. Steiner (Hopsteiner).
He is now set to spearhead Lupex’s strategic expansion and deepen its relationships with breweries across the region.
A Strategic Move for the Asian Brewing Scene
Räker’s appointment clearly indicates Lupex’s commitment to providing Asia’s brewers with direct access to its renowned portfolio of German hops. This includes celebrated varieties from the Hallertau region, alongside a diverse range of international cultivars and advanced hop products.
His background in various forms of flavourings, combined with a nuanced understanding of the dynamic Asian craft beer landscape, positions him as a key figure in the company’s regional growth strategy.
Lupex’s enhanced presence will be a welcome development for brewery suppliers in Asia seeking quality and variety.
Strong Industry Experience
Prior to his tenure at Hopsteiner Stephan held several senior positions at Symrise, giving him a comprehensive perspective on the beverage industry, from raw materials to final product.
Beyond his professional track record, Raeker is also a certified beer sommelier.
This unique combination of commercial acumen and technical expertise will be invaluable as he engages with the full spectrum of Asian brewers—from macro-breweries to the vibrant craft beer sector.
Future of Hops in Asia
Industry observers see this as a strategic step by Lupex to capitalize on the evolving tastes and increasing demand for high-quality, diverse hop profiles among Asian brewers and consumers.
With Stephan at the helm of its regional sales, Lupex is poised to become a more significant partner for breweries across the continent looking to source premium German hops and create exceptional beers.
