Hating on Hops? Bitter Brews May Alienate Some Customers
There's no denying the craft beer industry's love affair with hops. The only question is, do you love them too? Some say no, and the bitter aftertaste is enough for some to write off craft beer completely.
Craft brewers’ obsession with hops has overshadowed so many other wonderful aspects of beer. So here’s my plea to my fellow craft beer enthusiasts: Give it a rest. Let’s talk about the differences between wild and cultivated lab yeast, and the weird and wonderful flavors that are created when brewers start scouring nearby trees or flowers or even their own beards for new strains. Let’s geek out about local, craft-malted barley and how it compares to traditional imported European malts. And let’s start preaching a new word: Craft beer isn’t always bitter. Who knows? Maybe we’ll finally win over some of those Bud Light fans.
Photo by Francois Lenoir / Reuters