HPA announces LUPOMAX mixed 12-pack
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Following on from their Eclipse Mixed 12-Pack in 2020, Hop Products Australia (HPA) have teamed up with Beer Cartel once again in 2021. This time it’s all about bigger, bolder, brighter hop flavour thanks to their newest innovation product. HPA have challenged a dozen Aussie breweries to make limited edition beers featuring popular hops exclusively in the form of LUPOMAXwith the hope of winning over brewers across the country.
LUPOMAX is an enriched lupulin pellet produced via the HAAS Sensory Plus process that is designed to deliver optimised flavour and reliable brewing performance year after year. LUPOMAX has less vegetative matter than the traditional T90 hop pellets, and is more concentrated so brewers can use fewer pellets to make more beer. LUPOMAX is available now in Amarillo VGXP01 c.v., Ariana, BRU-1, Callista, Cashmere, Citra HBC 394 c.v., Columbus, Ekuanot HBC 366 c.v., El Dorado, Huell Melon, Idaho 7, Mosaic HBC 369 c.v., Saaz and Sabro HBC 438 c.v. with more hop varieties to follow.
Hop Nation is just one of the awesome Aussie breweries featured in the LUPOMAX Mixed 12-Pack. Their Lead Production Brewer Paul Clarke said “This experience proved to us that LUPOMAX offers brewers heaps of flexibility, and we can imagine it playing a key role in both our big dry hopped IPAs and other more subtle styles in the future.”
According to Owen Johnston, Head of Sales and Marketing at HPA, the success of the Eclipse Mixed 12-Pack showed that a project like this has value for both HPA and Aussie brewers. “The LUPOMAX Mixed 12-Pack will help us demonstrate how the product performs in a range of beer styles, which is mission critical when it comes to new hops and innovation products. Plus, we got to collaborate with the participating breweries which is something we love doing, and particularly invaluable for our relationship in times like these. We’re stoked all of the breweries were keen to be involved. We certainly couldn’t have done it without them.” said Johnston.
Another major player in the LUPOMAX Mixed 12-Pack is craft beer retailer Beer Cartel. Richard Kelsey, Director of Beer Cartel said “We love being involved in projects with HPA, working with some of the best indie breweries in the country, and creating offerings that celebrate the latest in hop innovation. As more and more consumers embrace craft beer, we’ve seen their knowledge around brewing and hops grow. There was significant interest in Eclipse last year, with people wanting to learn about the hop through the mixed 12-Pack. We can’t wait to offer Aussie beer drinkers a similar experience with the LUPOMAXMixed 12-Pack.”
The LUPOMAX Mixed 12-Pack will be available from Beer Cartel’s website on Tuesday 9 November, with beer lovers able to register for notifications here.