On Hops and the West Coast Craze

In Dalian where I live, there are a massive amount of older German foreigners since Volkswagen has a large manufacturing plant here. The hotel where we sell our beer houses many of them. When I talk to them about our beer, a large portion of them dislike it. They struggle with the flavors that Americans, such as myself, desire in their beer.

The same can be said with the Chinese, who were heavily influenced by Germans during WWI and WWII. Much of the Chinese don’t enjoy our beers because it’s not what they’re used to. Instead of the fruitiness, they’re bothered more by the bitterness of beer. They prefer something that they can drink like water.

You see, on top of bitterness, hops all provide very unique flavors. Grown in specific climates called ‘The Hop Belt’, some hops are grassy, some are piney, some are fruity, some are earthy, and some are citrusy. Traditionally, Europe and the East Coast of America had grassy and earthy hops. However, in recent decades, the West Coast, developed (AND PATENTED!) new types of hops that take on a more fruity/citrusy flavor. It’s an interesting combination and very refreshing.

Both Ben and I love this West Coast IPA trend and brought it to our beers. Unfortunately for us, we see it clashing with the traditionalist German drinkers who prefer the earthy subdued flavor of the European/East Coast hops, and the Chinese who are troubled with the bitterness they add. The question is: do we keep on keeping on, or do we try to meet eye to eye with our customers.

Since I think both Chinese and Americans have a certain arrogance and pride to them. We like the idea of not changing a thing.