At the world's largest brewing trade fair, the BrauBeviale in Nuremberg, from November 26 to 28, the Bierothek ® is presenting a soft drink that is a response to changing consumer behavior. Beer sales in Germany are declining. The German Brewers' Association believes that one reason for this is that "younger people are increasingly placing value on a healthy lifestyle." At the same time, the Brewers' Association sees a "change in drinking culture."
The Bierothek ® , a company that has been identifying and shaping trends since its founding, now has an offer for people who are health conscious and open to innovative drinks: Hop Soda ® .
Hop Soda ® is a drink for people who are looking for non-alcoholic alternatives but still want to enjoy the taste of hops. It is aimed at people who lead an active lifestyle and value natural and refreshing drinks.
Globally, water flavored with hops is nothing new. Such products are already very popular in the USA, and in Germany there have been initial, but half-hearted, attempts to establish such a drink on the market. Bierothek ® is now bringing this trend product to market with a well-developed concept in collaboration with BarthHaas, the world's largest hop trading company.
It works like this: Three different hop oils (PHAs) are carbonated in water. Acids are used to stabilize the mixture. The new drink is produced on behalf of Bierothek ® in the Rittmayer brewery in Hallerndorf, Bavaria.
"The idea for Hop Water was born out of a desire to develop innovative and refreshing drinks that go beyond traditional beer. It was presented as part of the "Inspiration Range" at BrauBeviale 2023, where various craft drinks and Beyond Beer creations were presented. The idea was to create a drink that uses the aromas of hops in a new and exciting way without containing alcohol," explains Lennart Heselhaus of BarthHaas.
Now, a year later, Hop Soda ® is coming onto the market. "Drinking habits are changing. This is not an unusual process, but it is having an impact on the industry. Non-alcoholic drinks are becoming more important - including non-alcoholic beer. Bierothek ® is also responding to this. But as an innovative company, we also have to deal with how we can set accents beyond non-alcoholic beer. Hop Soda ® is one such accent - a product that is not entirely new, but has not really been noticed until now. We want to change that now," says Bierothek ® Managing Director Christian Klemenz.
You are welcome to contact us as media representatives at the BrauBeviale at Stand 130 in Hall 1 and try the new product for yourself.
