Knowing today what will be in demand when it comes to innovative hop products for the brewing industry tomorrow and beyond; this is the goal of the Hopsteiner product developers. For example, according to Joachim Gehde, Managing Director of Hopsteiner Germany, this involves always keeping their ears open. “First of all we need to listen,” stresses Gehde, a graduate in business studies. “A keen instinct is required, to recognise the trends of the future in the here and now.”
There is certainly a lot of hard work involved. The nine-member team of experts from the USA, Germany and Great Britain, who are responsible for planning Hopsteiner’s future business, have three top priorities: marketing intelligence, customer contact and many discussions. The aspiration behind this is undoubtedly ambitious. “We want to implement a product, from the initial idea right through to market maturity, efficiently and as swiftly as possible,” says Gehde. A smooth interaction between sales, marketing and technology allows the interdisciplinary team to collect ideas from which new products can be developed, to accompany these, and finally to position them on the fiercely competitive world market - right through to the marketing tools. “We also consider how to design product declarations, manuals and web portals so that they remain fit for the future.”
Hops & Pellets
Bittering Extracts
Flavoring Extracts
Beyond Brewing