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Nov 16, 2021

Experience LUPOMAX®

Following on from our Eclipse® mixed 12-pack in 2020, we’ve teamed up with Beer Cartel once again in 2021. This time it’s all about bigger, bolder, brighter hop flavour thanks to our newest innovation product. We’ve challenged a dozen Aussie breweries to make limited edition beers featuring popular hops exclusively in the form of LUPOMAX® with 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 LUPOMAX® Mixed 12-Pack.”

If you want to get your hands on some LUPOMAX® enriched hop pellets, get in touch with your local sales rep today:

International

Owen Johnston

0400 126 015

National, NSW & ACT

Michael Capaldo

0490 441 090

TAS & NZ

Adrian Ianculovici

0498 648 770

WA, SA & NT

Brad Nolen

0417 397 364

QLD

Simeon Bonetti

0490 489 007

VIC

Phil Rutjens

0421 944 849

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Your Privacy: By providing us with your personal information you authorise Hop Products Australia (HPA or us) to collect, use, store, dispose and manage that information in accordance with the Privacy Act 1988 and its principles as set out in our Privacy Policy (please refer to the detail at http://hops.com.au/privacy-policy/). In particular, we use your personal information and you consent to us using your personal information for the purposes of responding to your query. Generally, we only use or disclose personal information about you for the purposes for which it was collected and where it is sensitive its use will be strictly confined to the purpose of its collection. HPA does not sell, or otherwise trade, your personal information. Our Privacy Policy explains how you may access and correct your personal information, how you can lodge a complaint regarding the handling of your personal information and how HPA will handle any complaint.

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