Hop Into The Future – With Sam Goodenough from Asahi UK

Asahi UK Hop Insights: A Year of Discovery and innovation

It’s hard to believe it’s already been a year since Sam Goodenough joined Asahi UK. In that time, one area has stood out above all others—hop farming. This unique crop, grown almost exclusively for brewing beer, is a vital part of British agricultural heritage. Through Asahi UK Hops Insights, Sam shares his journey into the world of hops and the challenges facing UK hop growers.

Asahi UK Hops Insights on The complexity of Hops

Did you know the hop genome is around 2.5Gb in size? That’s nearly as complex as the human genome and five times more intricate than grapes. This complexity contributes to the incredible diversity of flavours hops can produce. However, British hop gardens are disappearing rapidly. Climate change and shifting market demands are putting immense pressure on this essential crop.

Challenges Facing British Hop Farms

Farmers face two major challenges. First, unpredictable weather patterns—droughts, floods, and everything in between—are affecting crop yields and quality. Second, the rise of tropical-style craft beers has led brewers to favour imported hops. As a result, traditional British hop varieties are falling out of fashion.

Sustainability and Innovation

Despite these challenges, Asahi UK Hops Insights reveal a hopeful future. The UK is one of the most sustainable places to grow hops, thanks to its natural climate and regenerative farming practices. Techniques like cover cropping, mixed grazing, and wildflower planting are helping to build resilience.

Breeding the Future of Flavour

Innovation is thriving in British hop breeding. Farmers and researchers are using genetics and AI to develop new varieties that can withstand climate pressures and deliver exciting flavours. These efforts aim to rival the bold profiles of North American hops.

Meantime’s Commitment

Meantime Brewery, part of Asahi UK, is committed to using 100% British ingredients. One-third of its core range already meets this goal. Through campaigns like The Time Is Now, the brewery is raising awareness and celebrating the future of British hops.