They’re in-demand, versatile, and perfect for all-day drinking. Discover the benefits breweries experience by adding hop water to their menus.

Towards the end of 2022, Beer Branding Trends¹ predicted that hop water would be the next big thing in the beyond-beer category. “There are enough on-trend and compelling value props that could make Hop Water a decently-sized category in its own right, and something that any brewery who is producing beyond beer products might want to consider.” Two years later, it’s clear they were right.

Whether browsing the aisles of a liquor store or checking out the offerings in your favorite taproom, you’ve likely seen at least one hop water option. The growing number of sober-curious consumers has created ample opportunity for hop water to flourish, and you may even start noticing them pop up in your local grocery store.

What started as an alternative to NA beer has evolved into a versatile beverage that defies category expectations. The best part? Hop water is just getting started. 

Discover the unique selling points of this beverage, what’s driving demand, and the many benefits breweries can reap from adding hop water to their menu. 

What is Hop Water? How is Hop Water Different From NA Beer?

Non-alcoholic beers are exactly what they sound like. They’re a non-alcoholic version of the beers you already know and love. They still involve grains, water, hops, and yeast, and there are different methods for brewing these beverages sans alcohol (controlled fermentation, dealcoholization, etc.). 

So, what is hop water, and how different could it be from NA beer? Well, we’ll start by saying that hop water is so much MORE than a non-alcoholic cousin to NA beer. Let us explain.

While consumers will naturally compare NA beers to the alcoholic beverages they’re mimicking, hop waters don’t necessarily have an alcoholic comparison. Sure, hops may be the flavor thread that ties them together, but the chameleon-like quality of hop water shouldn’t be overlooked.

At its most basic, hop water is a sparkling water flavored with hops. It has no calories, no carbs, it’s sugar-free, and even gluten-free. While a small amount of yeast is sometimes added to promote biotransformation in any dry hopping, no actual grains are used. That means the alcohol content always stays at zero percent, unlike some NA beers, which can still end up with 0.05% ABV. 

So, while NA beer was the better-for-you evolution of beer, hop water is the EVEN-better-for-you option. Plus, while non-alcoholic beverage sales generally increase around big drinking holidays as consumers practice Mindful Drinking habits, hop waters have the potential to break into new parts of consumer routines that have nothing to do with beer.

The Chameleon Qualities of Hop Water

Jordan Bass, co-founder of HOP WTR, explained to Good Beer Hunting, “We originally developed [HOP WTR] as a beer replacement, but we’ve been pleasantly surprised to see that consumers use the product all throughout their day, including morning and lunchtime.”² Does that mean hop water can find success outside of beer-drinking consumers? 

This is where its versatility shines. First, it’s a sparkling water. While it naturally comes with a higher price tag than popular seltzers, sparkling waters are familiar to consumers. Second, the lack of alcohol and calories means it might not be out of place in grocery aisles next to LaCroix, diet sodas, or functional beverages. 

Hop waters haven’t been around long enough for consumers, or even brewers for that matter, to have rigid expectations about what these beverages should taste or look like. Should brewers advertise it as a non-alcoholic beverage or as a sparkling water? Do they stick with hop flavors or experiment with fruits and botanicals? Should they add functional ingredients and play into the wellness angle?

Hop waters are the ultimate blank canvas for brewers, so we’ll just repeat what Dave Infante at Vine Pair said earlier this year, “Stop missing opportunities: Make hop water.”³

How Hop Water Benefits Breweries

Regardless of the overwhelming number of directions a brewery could take their hop waters, there’s no denying that simply HAVING hop water provides multiple benefits for breweries.

Obviously, having a beverage option for the growing number of consumers choosing to reduce or eliminate alcohol consumption is a no-brainer. This means current consumers with changing habits can easily switch to your non-alcoholic offerings instead of simply disappearing. This could also appeal to consumers who might not be of drinking age or consumers who have no interest in beer or alcohol whatsoever. 

When it comes to your taproom, hop waters make it easier for patrons to hang around longer. While beer is often seen as a late afternoon or evening beverage, hop waters can easily be consumed at any time of day. Even patrons who specifically show up for beer can pace themselves by drinking hop water between beers or end the night with hop water. Not only does this promote responsible consumption, but it increases your average ticket size. 

Plus, hop waters create opportunities for breweries to diversify their beverage offerings and their brand in any number of ways. Should your line of hop waters be an extension of your current brand or a sub-brand? Is there the possibility of extending your line of hop waters into hop teas or hop sodas? The possibilities are endless.

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The Business of Brewing Hop Water

Compared to beer and NA beer, making hop water requires less time, less equipment, and fewer resources. Brewing NA beers can take weeks, but hop water can be made in a few days. It involves boiling water, lowering the temperature, adding hops (whole hops, pellets, or extracts), chilling, adding carbonation, and then a bit of citric acid to make it shelf-stable.

These factors make it an excellent opportunity for breweries that want to offer non-alcoholic options but lack the equipment for NA beer. However, there are specific issues that will always impact beer, NA beer, and hop water. Things like tank space will always be a consideration, but we’re talking about the most critical aspect of these beverages — hops.

The price of hops has risen in recent years, but it fluctuates even in the best times. Weather conditions can lead to low yields, fluctuating demand can impact acreage, unexpected pests and/or diseases can decimate crops, and so on. Plus, hop contracting means larger-scale operations will likely get a better price, which is why some smaller craft brewers outsource hop water production to larger co-packers.

Additionally, aside from the fact that whole hops and hop pellets aren’t the most sustainable ingredients, they can negatively impact overall yield since they absorb liquid, and the tank clean-up is considerable. Perhaps the most problematic issue, however, is flavor inconsistency.

Both are susceptible to seasonal flavor drift, and pellets naturally lose some delicate aroma compounds during the pelletization process. On top of that, over-boiling or over-dosing can cause unwanted grassy flavors. For a beverage that’s meant to be all about the hop flavor and aroma, that’s a huge problem. 

Fortunately, Optimized Hop Extracts like our Quantum Series and Omni Hop Profiles are the ideal flavoring solution for brewing hop water. Unlike traditional hop extracts, Optimized Hop Extracts offer varietal-specific flavors and aromas with no alpha acids and no undesirable plant compounds that can gunk up your tank. 

In addition to effortlessly infusing hop water with in-demand varietals like Citra® and Galaxy®, brewers can differentiate their beverages with other terpene brewing solutions. The Skyfarm Series allows you to add bold, recognizable fruit flavors to hop water without extra calories, sugars, or mouthfeel. While the hop water category is still evolving, the ability to innovate with flavor is essential to standing out from the competition.

Abstrax Hops | Brew the Best-Tasting Hop Waters

At Abstrax Hops, we provide novel solutions for beverage manufacturers looking to streamline, innovate, and gain a competitive edge. With our knowledge, technology, and extensive resources, we’ve crafted our collections to provide recognizable flavors and aromas that consumers love.

The Skyfarm Series makes it easier than ever to add vibrant fruit flavor top notes to beers, NA beverages, and hop waters. Want hop flavor with sustainability benefits? Omni Hop Profiles are sourced from sustainable botanicals, and things like seasonal flavor drift or industry shortages will never impact our ability to recreate these profiles. Want profiles derived solely from hops? Our Quantum Series completely reflects the hops that go into the process in a way no other hop extractions can.

We recognize that creating a successful, consumer-friendly product sometimes means formulating flavors that have never been seen before. Contact us today, and let’s create the best-tasting hop waters with flavors your customers will love.

1. Hop Water: The Next Big Beyond Beer Trend?. Beer Branding Trends. (2022, November 1). https://beerbrandingtrends.com/hop-water-the-next-big-beyond-beer-trend-2/ 
2. Bernot, K. (2023, September 21). Carbonation Nation - As Competition Bubbles Up, Hop Waters Pitch Themselves as a Beyond Beer Alternative. Good Beer Hunting. https://www.goodbeerhunting.com/sightlines/2023/9/14/hop-waters-pitch-themselves-as-a-beyond-beer-alternative
3. Infante, D. (2024, January 19). Where the Hell Are All the Hop Waters?. VinePair. https://vinepair.com/articles/hop-take-dry-january-hop-water/