Nuremberg, Germany, 15 September 2025
Breweries are going through challenging times: Their energy and raw materials costs are rising, climate change is causing crop yields to fluctuate, and beer’s position as many people’s favorite drink is being contested due to new consumer trends.
Nevertheless, innovative hop products can be the key to a successful future in these difficult times. This is what BarthHaas, the world’s leading hop specialist, will be demonstrating at the drinktec trade fair taking place in Munich from September 15 to 19.
Under the motto “Thriving together in an ever-changing world”, BarthHaas will be underlining its role as an innovative partner that supports the brewing and hop industries in positioning themselves for the future in a dynamic environment.
Efficient and creative with the Inspiration Range
The focal point of the company’s presentation at drinktec will be the Inspiration Range 2026, showing how breweries today can produce more efficiently and at the same time respond creatively to current trends. To produce an assortment of beers, the BarthHaas Brewing Solutions team created a “mother beer” that was then made into completely different beer types by adding various hop extracts.
The current range includes an alcohol-free lager with a bright citrus note, an international lager, a fruity Belgian witbier with typical aroma notes, and a hop-forward pale ale. “Working with a mother beer saves malt, time, and energy,” explains Dr. Christina Schönberger, who heads the concept brewery at BarthHaas.
“The various hop-oil extracts offer a wide range of aromas and make for efficient use of the raw material – compared with pellets, only a small percentage of the same quantity of hops is required.”
More climate-tolerant hop varieties and beyond-beer concepts can help the hop industry to enter new markets,” explains Thomas Raiser, Managing Director of BarthHaas. “Brewers or beverage makers who use these instruments enjoy technological advantages and signalize that sustainability and innovative strength go hand in hand.”
Seeking out new taste experiences
Alongside beer, the Inspiration Range brings together the most dynamic beverage trends and thus demonstrates the opportunities that lie beyond the beer glass: A puristic hop water demonstrates how carbonated water infused with finely dosed hop aroma creates a unique flavor profile. A naturally cloudy lemonade uses hop-based haze for an authentic look and provides refreshment without artificial flavoring. And the hoppy cider or the hop-based energy drink appeal to consumers in search of new flavor experiences.
A further focus of the BarthHaas presence at the trade fair is the Collab Bar, where the hop service provider showcases eight successful German and international beers, as well as a kombucha and a malt drink, that were all created by leading breweries in collaboration with BarthHaas. Among these are the “Hoplander” IPA from the Maisel & Friends brewery, the alcohol-free “Special Effects” IPA from the Carlsberg-owned Brooklyn Brewery, and “Barahsinghe Pilsner”, Nepal’s first dry-hopped beer.
Innovative BarthHaas hop products were used in each of them. Visitors to the Collab Bar can find out how these products can enhance not only the quality of the beer but also the efficiency of the production process.
New standards in flavor technology
A further highlight at the Munich trade fair is Prysma, an innovative new product whose market launch was timed to coincide with drinktec. Prysma is a 100% hop-based liquid flavor product that guarantees efficient, fast, and long-lasting aroma and flavor release.
As the leading expert for hop innovations, BarthHaas is thus setting new standards in flavor technology. Brewers and beverage makers can find out about the potential that this new product offers at the trade fair stand in Munich.
About BarthHaas
BarthHaas is one of the world’s leading suppliers of hop products and hop-related services. The 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.
Photo’s: BarthHaas
