“At hop theory we believe in a better beer..”
The idea is pretty simple:
Light beer (or boring light beer as Hop theory likes to call it) = plain, cheap and low in calories
Craft beer = yum, expensive and high in calories.
This equation makes it pretty clear what the world needs: a beer full of flavour, while also being cheap and low in calories. The world need Hop Theory‘s sachets.
The first blend is called ‘Relativity’, and consists of a mix of cascade hops, orange peels, coriander seeds, and natural flavours. You drop the sachet into your boring beer, enhancing the flavour up to a level compatible with craft beers, while remaining a cheap and low calorie brew.
I can hear the loud protests from craft beer aficionados, ’cause surely this is basically as bad as green washing? “Craft washing”?
I have not tried it yet, nor am I knowledgable about craft beers. And on top of that I am such a sucker for smart ideas.. Personally I like to see it in the light of instant coffee one takes with them when travelling to countries where coffee isn’t widely available (Yes there are places Starbucks has not yet reached, yet). Nescafé instant isn’t the same as a single-origin, carefully roasted, lovingly hand-poured steaming cup of Joe, but it does taste like coffee. If you are longing for a craft beer but there is none, you can take a sachet at all times to make the brew you could get your hands on resemble that same flavour.
It’s kind of like seeing an Elvis impersonator, sure it would be better had the King himself been there, but you can still have a more than fun night (if you are at all into Elvis, that is).
In the end it’s all about having more choice. Or, as Hop Theory articulates so nicely: “No longer will you have to settle for what’s being served or dream about the beer you could be having.” Amen.
ps: Their Kickstarter campaign runs for another 5 days.
pps: Could someone please bake a beer bread using a Hop Theory beer? Bound to be spectacular!