Hop harvest is usually a time when many of the world’s brewers converge in the major hop-growing areas to hold, rub, sniff, and select their favorite crops and varieties. However, as the pandemic continues to spread in the United States, stress the hospitality industry, and limit unnecessary travel—all in a year without trade shows—farmers and producers have been presenting what they can to brewers online.
Obviously, watching farmers smash hops and smell them on screen isn’t anything like doing it in person. On the other hand, the wide variety of virtual activities has provided a rare opportunity for brewers on a tighter budget—or anyone else who’s never been to harvest—to learn more about the farms and see what goes on behind the scenes.
For example, Yakima Chief Hops—the grower-owned network that is the country’s largest hop company—has been hosting its Virtual Harvest throughout September via its Hop & Brew School website. Events have included everything from a tour of its sensory suite, the YCH “Aroma Dome”—including aroma samples in bullet cases and speakeasy-like hatches for blind sniffing—to a brief spotlight on Yakima-area taco trucks. The videos are also available on the company’s YouTube channel.