Where are all of the New Zealand Hops Coming From?

The sudden popularity of New Zealand hops is an interesting occurrence, brought on by a mix of seasonal changes and global business alliances. With craft beer becoming more popular worldwide, the distinct taste and features of New Zealand hops are highly sought after. This article will dive into the reasons behind this trend, investigating the roles of key New Zealand hop companies, their collaborations, and their smart decisions that have crafted the present industry scenario.

The seasonal cycle plays a significant role in the availability and freshness of hops. The Southern Hemisphere's harvest concludes in March, providing a timely supply of fresh New Zealand hops to brewers worldwide, including those in North America. This influx of fresh hops often sparks a surge in brewing activity and a heightened demand for these unique ingredients.

This is not a simple task as having the infrastructure to import fresh hops, or pelletized product that must remain in cold storage from thousands of miles away can require meticulous planning, efficient logistics, and robust cold chain management systems.

Often, partnering with a distributor that is already well-versed in such requirements or possesses the necessary capital improvements at their fingertips becomes a crucial step for international hop farmers or companies aiming to break into new markets, such as North America.

Hop Revolution 

One significant development took place in 2022 when Crosby Hops, a hop supplier based in Oregon, United States, partnered with New Zealand's Hop Revolution to support their distribution in North America. Hop Revolution, founded by viticulture research scientist Dr. Susan Wheeler, disrupted the traditional hop supply model by dealing directly with breweries internationally. Starting as a research project to explore growing hops outside of the Nelson region, Hop Revolution quickly transitioned into a commercial operation in response to the global demand for New Zealand hops. Their operations have grown rapidly, with their first 110-hectare hop garden planted in Tapawera yielding its first harvest in March 2020. Subsequent expansions have seen the addition of the Wairua hop garden, adding to the company's production capacity.

Crosby Hops has made strides in utilizing these unique varietals from Hop Revolution, producing a cryogenically produced hop product named “CGX™.” This innovation signifies the potential for new brewing techniques and flavors using New Zealand hops, further driving the demand for these unique varietals.

NZ Hops Ltd.

NZ Hops Ltd, a cooperative that traces its roots back to the 1950s, has established its mark in the hop industry through its continuous efforts to innovate and adapt to brewers' needs. The cooperative initiated a plant-breeding programme in the mid-20th century and made a significant leap in 1972 when it began the world's first commercial production of hops from triploid hop cultivars, responding to the international call for seedless hops.

In the past decade, the focus of NZ Hops Ltd has been on creating quality aromatic hops, drawing inspiration from traditional European noble hop cultivars. NZ Hops Ltd offers an array of unique New Zealand and northern hop varieties, including 18 unique varieties, 3 northern selections, and several conventional NZ hops grown as certified organics. The cooperative's most recent program has introduced new hops such as Nectaron and Superdelic.

Today, NZ Hops Ltd is a cooperative of 28 members, with 80% of its harvest being exported to over 40 countries. Its distribution network in North America has been established and bolstered through strategic alliances.

Charles Faram was the first in North America to back NZ Hops, and has continued to support the company, even expanding to distribute its hops in the UK. The Brewer's Supply Group (BSG) then entered an agreement to distribute NZ Hops in North America. More recently, in 2023, NZ Hops Ltd strengthened its North American presence by signing an agreement with Yakima Chief Hops (YCH) for distribution, capitalizing on YCH's well-established selection model. YCH has even created Cryo® hop varieties, akin to Crosby’s CGX™ product, using NZ Hops' varietals. These strategic alliances, combined with the cooperative's commitment to innovation and quality, have positioned NZ Hops Ltd as a key player in the global hops market.

MacHops Ltd.

MacHops, a farmer under the umbrella of NZ Hops Ltd. MacHops, a family-owned New Zealand business, has been a part of the hop growing community for five generations. Brent McGlashen, who has been involved with hop harvests since childhood, now oversees the company with his brother-in-law, Owen Johnstone. The two are dedicated to maintaining the highest quality and yield of their hops, and they manage 138 hectares of hop gardens across multiple locations. Mac Hops produces 19 commercial hop varieties and receives a steady stream of visitors, particularly brewers interested in the source of their raw materials. Despite the transition to high-spec mechanization and the necessary safety measures, the company retains its familial spirit, maintaining the legacy of the pioneering McGlashen family.

Clayton Hops NZ

Clayton Hops is also a singular farming family, self distributing and distributing through Haas in Europe, North America and through Haas/Hops Connect in Canada. This also includes Yakima Valley Hops, HopHead Farms, and Hollingbery. Additionally, Clayton Hops also sells directly to Willamette Valley hops and HopSteiner for distribution in the US. Clayton Hops, a family-owned company, is the largest hop grower in New Zealand, boasting four hop farms that span over 1,350 acres in the Tasman region. The company manages a fully integrated hop production process, encompassing everything from harvesting to processing and marketing. Recently, Clayton Hops entered into a strategic partnership with Plant & Food Research. This collaboration aims to develop and evaluate six unique hop selections, known for their distinct flavor and aroma profiles. Over the next three years, these selections will undergo rigorous trials to determine their optimal growing conditions and potential benefits for brewers. Successful selections will be exclusively owned and commercialized by Clayton Hops.

Pikimai Hops

Pikimai Hops located in Tapawera also sells to the Hop Alliance for North American distribution. With a new pelleting line that allows Pikimai to go from farm to consumer more easily, Hop Alliance, distributes their Cascade, Motueka, Pacifica, Rakau, and Riwaka hops among others. Hop Alliance also works with other independent farms in New Zealand and produce a new proprietary hop blend called NewZilla™.

Garston Hops

The McNamee family, who have called the Southland's Garston region home since 1877, has witnessed a transformative journey from gold hunting to wool farming, and now, to cultivating hops. This bold move into hop farming began in the winter of 2016, and over the years, their 15Ha plot has been imbued with the green gold of hops, basking in Southland's optimal hop-growing conditions. Their farm now proudly nurtures five aromatic hop varieties - Riwaka, Rakau, Nelson Sauvin, Motueka, and NZ Cascade. With ambitious plans to expand their hop farm to 40Ha, the McNamees are crafting their family legacy into the narrative of New Zealand's booming hop industry. Currently distributing direct to brewery, their latest NZ Cascade collaboration was with Treehouse Brewing in Mass. USA.

Freestyle Hops 

Freestyle Farms is an intriguing outlier in the New Zealand hop scene. The company emerged when American investor Michael Robert Stone, through his company FS Investors, purchased a 119-hectare hop farm in Eggers Road, Upper Moutere, New Zealand, for $9.8 million. This acquisition marked the first overseas purchase of a hop farm in the country. Unlike most hop farms in New Zealand, which are part of the collective NZ Hops, Freestyle Farms operates independently. This independence has allowed them to innovate and experiment, leading to collaborations on advanced products such as Phantasm (Mega Motueka), their own breeding program producing Peacherine, and their newest product, SubZero Hop Kief™, a concentrated lupulin offering. This product brings the flavor intensity of traditional pellets but with enhanced benefits, versatility, and potential for efficiency gains. It is particularly suitable for cold side use and late addition to enhance beer flavor and aroma. There have been numerous collaborations between Freestyle and breweries in the North America appearing across the industry.  

Final Thoughts

In the dynamic world of craft beer, it's no surprise that New Zealand hops have captured the attention of brewers and beer enthusiasts alike. The rise in popularity of these hops can be attributed to a perfect blend of factors. From seasonal variations that lend a distinct character to the hops, to strategic alliances and innovative supply chain models, the industry is abuzz with excitement. Leading the charge are trailblazing companies like Hop Revolution, NZ Hops Ltd, Mac Hops, Clayton Hops, and Freestyle Hops, each making unique contributions to the growth and spread of New Zealand's hop industry. With their finger on the pulse of evolving consumer tastes, these visionary hop producers are poised to shape the craft beer landscape and inspire new trends in the process.