Nuremberg, Germany, April 22, 2021
LUPOMAX® delivers consistent lupulin concentration for true-to-type hop flavor, enhanced brewing performance and sustainability
Almost a year ago in July 2020 John I. Haas, Inc., a world-leading hops supplier and innovator and member of the BarthHaas group of companies, introduced its latest breakthrough in hop-forward brewing innovation, LUPOMAX®.
To celebrate this, we are pleased to announce the launch of a new range of European hop varieties to add to the LUPOMAX® portfolio.
The Saaz, Ariana, Callista and Huell Melon varieties have been enhanced to open up a whole new way of brewing with them. With intensified flavors and aromas, brewers have a huge range of options including late and dry hopping to create big new beer flavors unlike anything before.
LUPOMAX® is an enriched hop pellet, expertly enhanced through SensoryPlus™ technology to achieve bold and consistent true-to-type flavor for a reliable brewing performance brew after brew. Further LUPOMAX® means less green material which reduces beer losses, shipping, storage and brewery handling costs.
The expanded LUPOMAX® range now includes four European hop varieties, a noble – Saaz – and three highly interesting flavors – Huell Melon, Callista and Ariana. These join the already hugely successful US LUPOMAX® portfolio of US hop brands including Amarillo®, Azzacca®, BRU-1™, Cashmere, Citra®, Columbus, Ekuanot®, El Dorado®, Mosaic® and Sabro®
“What I love about these new European LUPOMAX® varieties is how they give you a whole new world of flavor and aroma to play with. Whoever thought it would be possible to produce a big punchy dry hop flavor with varieties such as Callista or Huell Melon! They are so reliable as well. SensoryPlus™ means I can almost nature proof my trial recipes as there is very little change with each batch.” Dr. Christina Schönberger, Head of Innovation and Education – BarthHaas.
Learn more about LUPOMAX® at barthhaas.com/lupomax
BarthHaas is one of the world’s leading suppliers of hop products and hop-related services. Now led by the eighth generation, this family-owned company specialises in the creative and efficient use of hops and hop products. As visionaries, instigators and implementers of ideas, BarthHaas has been shaping the market surrounding a unique raw material for over 225 years.
For more information on this product please contact: [email protected]