Hop Products Australia advises that the new LupoMAX varieties will soon be available in Australia and brewers can contact their HPA rep to find out more.

Head of Sales and Marketing Owen Johnston said HPA is in discussions about how to execute Australian varieties in the LupoMAX product form.

“As always, quality and supply surety are our priorities, so we need to be certain before we bring anything to market,” he said.

“If brewers are keen, let us know, as catering to brewer needs is what we do.”

LUPOMAX®, The world‘s most advanced enriched pellet offers a whole new world of flavour to European hop varieties

LUPOMAX® Delivers Consistent Lupulin Concentration for True-to-Type Hop Flavour, Enhanced Brewing Performance and Sustainability

Nuremberg, April 22, 2021. Almost a year ago in July 2020 John I. Haas, Inc., a world-leading hops supplier and innovator and member of the BarthHaas group of companies, introduced its latest breakthrough in hop-forward brewing innovation, LUPOMAX®. To celebrate this, we are pleased to announce the launch of a new range of European hop varieties to add to the LUPOMAX® portfolio.

The Saaz, Ariana, Callista and Huell Melon varieties have been enhanced to open up a whole new way of brewing with them. With intensified flavours and aromas, brewers have a huge range of options including late and dry hopping to create big new beer flavours unlike anything before.

LUPOMAX® is an enriched hop pellet, expertly enhanced through SensoryPlus™ technology to achieve bold and consistent true-to-type flavour for a reliable brewing performance brew after brew. Further LUPOMAX® means less green material which reduces beer losses, shipping, storage and brewery handling costs.

The expanded LUPOMAX® range now includes four European hop varieties, a noble – Saaz – and three highly interesting flavours – Huell Melon, Callista and Ariana. These join the already hugely successful US LUPOMAX® portfolio of US hop brands including Amarillo®, Azzacca®, BRU-1™, Cashmere, Citra®, Columbus, Ekuanot®, El Dorado®, Mosaic® and Sabro®

“What I love about these new European LUPOMAX® varieties is how they give you a whole new world of flavour and aroma to play with.

Whoever thought it would be possible to produce a big punchy dry hop flavour with varieties such as Callista or Huell Melon! They are so reliable as well. SensoryPlus™ means I can almost nature proof my trial recipes as there is very little change with each batch.” Dr. Christina Schönberger, Head of Innovation and Education – BarthHaas.

Learn more about LUPOMAX® at barthhaas.com/lupomax

About BarthHaas

BarthHaas is one of the world’s leading suppliers of hop products and hop-related services. Now led by the eighth generation, this family-owned company specialises in the creative and efficient use of hops and hop products. As visionaries, instigators and implementers of ideas, BarthHaas has been shaping the market surrounding a unique raw material for over 225 years.