Have you ever considered what it's like to coordinate hop selection for 300+ breweries within 30 days? Our Senior Manager of Customer Operations, Gabi McCarter, oversees hop selection annually and shares her insights to this process and her standout varieties from this harvest season.
What goes into overseeing hop selection for Crosby Hops?
Gabi: I manage all aspects of the hop selection program here at Crosby, with a lot of help, of course. It’s incredibly cross-functional, as we’re coordinating everything from the grower all the way to the customer. This includes staffing to ensure we have enough people to manage the onsite selections, as well as handling the fulfilling and shipping of remote selections. There’s also the scheduling component, which is constantly evolving based on when hop bales land, when samples are available to send to customers, and when customers are onsite versus when we can send selections out remotely. We’re always trying to manage it in a way that avoids conflicts, ensuring customers get their favored lots.
Why do brewers value hop selection?
Gabi: Part of it is the emotional connection of being able to rub the hops and have choice in what gets allocated to their contracts. For many brewers, it's ceremonial. They come out to the Pacific Northwest, connect with hop growers, and take a break from the brewery. But there’s also a focus on consistency and achieving the highest quality product for their beer. More and more, I’ve noticed a focus on education—brewers consulting with their merchants and growers to see how the season went, what the outlook is for future acreage, and gain insights into the market. So, there’s an educational component to hop selection, because hops are one of the most important ingredients in their beer.
What are your key takeaways from Hop Harvest 2024?
Gabi: This year's harvest was strong, with consistent, high-quality, true-to-type hops. Oregon stood out, producing beautiful lots with vibrant fruit character. The great weather added to the positive atmosphere, and customer visits were especially rewarding. It felt like a return to normal after the disruptions of the past few years.
Do you have any standout varieties from this year?
Gabi: My personal favorite is Estate Grown Comet. For seven harvests now, I’ve been continually impressed by how incredible Estate Grown Comet smells—so punchy, aromatic, and impressive. This is a prime example of terroir in hops, because Comet represents itself so differently in other growing regions. Cascade was also amazing this year. With increased acreage and letting Cascade hang longer on some fields, the later harvest stuff was incredible—really tropical and fruity. Estate Grown Chinook was another standout for me. It’s a little different from Chinook grown in other states, it really pops with fruit on the table. Centennial was also fantastic this year, with strong lemon candy aromas. Those are my favorites Estate Grown Comet, deep cut (late pick) Cascade, Oregon Chinook, and Centennial. Call me a C-hop lover, but those stood out the most!
What are your key takeaways from brewers' perspectives regarding hop selections and showcases?
Gabi: This was the best year for Centennial in terms of customer feedback. The feedback was overwhelmingly positive across the board, from our Estate Grown lots to partner grower lots. My goal is always to avoid any rejections, and I didn’t see many straight-up rejected lots this year. We always try to make it so that everything on the table is a tough decision for the brewer, because that’s what makes selection successful. We aim to get it right the first time, and this year’s quality was exceptional.
How are brewers feeling going into the upcoming brew year?
Gabi: That varies depending on the brewer and their market. I’m seeing a lot of excitement and growth in Europe, where brewers are latching onto American hops and getting excited about making more IPAs and American-style beers. In the U.S., brewers are trying to stay positive in what is admittedly a challenging market. Businesses are evolving. Craft brewers have always been resilient and entrepreneurial, and I’m seeing that spirit alive and well as they adapt to changing times.
What felt different this year compared to the previous three years of hop harvest and customer visits?
Gabi: I’d say the overall positivity and quality stood out this year. Customers brought good vibes and a more optimistic outlook, especially after the uncertainty of the past few years. The weather cooperated, and the hops were high quality. This year felt like a return to normal, with the highest attendance since 2019. That made everything more energizing, and maybe that’s why it felt more “normal” again.
What's up with Crosby having experimental varieties on the table?
Gabi: For the first time, we had experimentals to showcase, which was really exciting and created platforms for some really interesting conversations around beer flavors. It’s something we’ve been working on behind-the-scenes for years, and it was great to finally get brewer feedback. We had our in-house hop breeder, Dr. Jay, visit with brewery clients, which made it even more special. Some of the experimental varieties are really unique, with Oregon fruit-forward aromas. I’m excited to see how they perform in the pilot brews. Having something new and exclusive to offer customers who visit us was pretty awesome.
