“The show was very well attended and there was a lot of excitement, especially around HAAS’s innovative hop products,” said Alejandro Cortés González, a Brewing Solutions Specialist at John I. Haas, Inc. “We introduced Euphorics^TM to the attendees…our new line of ​​water-soluble flavor and aroma liquid products, made with 100% natural hops and botanicals. They are really creative and intense flavor products, and everyone who tried them was very excited.”

This was the 17th annual installment of Brasil Brau, and the numbers were impressive. More than 8,500 people attended the event, with more than 150 brands on hand.

“It’s definitely the biggest brewing event in South America,” Alejandro noted. “By exhibiting with LNF and BarthHaas, we were able to demonstrate our global footprint and hop portfolio to the brewers there.”

Alejandro was joined by Markus Ernst, Technical Sales Manager at BarthHaas in Germany, who brought insights about the European market and hop varieties.

“HAAS has worked with LNF for many years” Alejandro explained. “Today, our relationship includes the distribution of hops, hop products, and other flavoring products throughout Brazil, Paraguay, and Uruguay. Our collaboration has been a big success, and we were excited to have the opportunity to meet so many Brazilian brewers together.”

During the show, Alejandro and Markus gave a presentation about the evolution of dry hopping, highlighting HAAS’s innovative, high-efficiency products like Spectrum, LUPOMAX^®, and Euphorics.

“There was a lot of activity this year. People were excited to see the whole leaf hops we brought for rub and sniff sampling—it’s always a highlight of the show. It’s a great, experiential way to connect with brewers and share varieties like Citra^®, Mosaic^® and the experimental hop, HBC 586,” said Alejandro. “We also brought some beers to sample, which, of course, is the best way to appreciate our offerings.”

HAAS partnered with a local Brazilian brewer, Cervejaria Tarantino, to create a unique Session IPA using the new Euphorics flavor Cosmic Guava. On the BarthHaas side, they shared a new Hop Water and Hoppy Mead made with PHA^®.

“Brazil is still a big pilsner and lager market,” said Alejandro, “But brewers were very interested in the hops and learning more about our innovative products for cold-side dry hopping. I hope this inspires them to think about the new types of beers and hop-inspired beverages that are becoming more and more popular with consumers around the world.”

To learn more about HAAS hops and innovative hop products, flavorings, and solutions, visit our products page. To order, contact your HAAS representative, or your favorite HAAS distribution partner.

Cheers!