Located adjacent to Molson Coors’ Fraser Valley Brewery, the site will facilitate field trials of hop varieties developed through the B.C. hop variety development program, led by KPU’s Applied Genomics Centre (AGC) since 2019 in partnership with the BC Hop Growers Association and its members. It will also serve as a living library of genetically diverse hop plants and a dedicated space to advance applied research, supporting B.C.’s hop growers while providing students with hands-on learning opportunities.

“We’re excited to work with Molson Coors in supporting local farmers through this multi-year project,” said Paul Adams, PhD, director of KPU’s Applied Genomics Centre. “Partnerships like this really illustrate how cutting-edge research and innovation can address industry challenges and meet the needs of our local communities.”

Over the past year, researchers and students have been establishing the hop yard from the ground up, from prepping the field to planting the first experimental varieties developed at the AGC. Beyond testing new hop varieties, the field will also serve as a space to research best irrigation practices and more.

“Hops are a critical ingredient in brewing, and the Fraser Valley remains one of the country’s most important hop-growing regions,” said Graham Kendall, general manager, Molson Coors Fraser Valley Brewery. “We’re excited to partner with KPU on this initiative to support applied research and innovation while strengthening connections with local growers and providing students with hands-on experience that will help shape the future of agriculture and brewing in B.C. and beyond.”

“This project gives us a dedicated research field where we can grow things outside of the commercial scope and explore challenges that growers are facing in order make better-informed breeding decisions,” said AGC researcher Mathias Schuetz, PhD, who is leading the project.

Hops, which are the female flowers of the plant species Humulus lupulus, are used to provide flavour and aromas to beer while also functioning as a natural preservative. The Fraser Valley has a longstanding history of hop production, once having ranked as the largest hop-growing region in the Commonwealth in the 1940s. Using state-of-the-art DNA analysis and chemical techniques, KPU researchers are helping local hop production thrive again by creating new, climate-resilient varieties.

“We’re crossing different plants to create varieties with desirable traits, which we are then planting and evaluating in the field,” said Schuetz. “The idea is to create something that is resilient against heat and drought, while also being profitable and desirable for brewing.”

Hops research fueling hands-on opportunities for students

The hop yard also serves as a living classroom, with KPU students from multiple disciplines – including horticulture, biology and brewing – gaining hands-on experience each step of the way.

“I do a mixture of lab work and field work, which includes prepping the field, managing the irrigation system and collecting data on new varieties we’re trying out,” said Spencer LePage, an AGC student research assistant and third-year horticulture student at KPU. “I’ve had a really great experience so far, and feel like this work really helps bridge that gap between just learning about concepts in classes and actually doing them in real life.”

At the same time, KPU Brewing and Brewery Operations students are helping test how new varieties perform by transforming experimental hops into small-batch beers, one of which was served at the unveiling.

Supported by Genome BC and the Natural Sciences and Engineering Research Council of Canada, the AGC is Canada’s first and only Technology Access Centre focused on applied genomics, and is nationally unique in its focus on serving the agriculture sector through direct, hands-on research support.

For generations, brewers accepted hop loss as part of the process. Massive whirlpool additions and aggressive dry hopping delivered exceptional aroma but also increased trub, reduced finished beer yield and increased wort absorption.

The cost was considered unavoidable – the price of making great IPA. Today, that assumption is being challenged.

As ingredient costs rise and brewery margins tighten, many operations are beginning to evaluate hops not only by sensory contribution but also by operational efficiency. The question has shifted from “How much hop character can we create?” to “How much hop character can we create without sacrificing beer?”

Advanced hop products are providing new answers

Unlike traditional pellet additions, concentrated aroma extracts isolate the compounds brewers actually want – the essential oils and flavour-active components – while eliminating much of the vegetative material responsible for absorption losses. The implications extend well beyond ingredient savings.

Every barrel retained through reduced trub translates directly into additional sellable beer. Across hundreds of batches per year, relatively small improvements in yield can produce meaningful financial returns without requiring additional fermentation capacity or capital investment.

Products such as Salvo exemplify this shift toward efficiency. Produced from 100 per cent hops through carbon dioxide extraction, the product delivers variety-specific aroma while removing the alpha acid fraction and excess plant material. Brewers gain expressive hop character without introducing unwanted bitterness or unnecessary solids into the process.

Perhaps most importantly, these technologies are changing how breweries think about recipe design. Rather than replacing hops altogether, advanced hop products allow brewers to strategically supplement traditional additions where they provide the greatest benefit. Whirlpool applications, in particular, become opportunities to maximize aroma while minimizing losses.

The movement reflects a broader evolution occurring throughout the brewing industry. Modern breweries increasingly evaluate ingredients through multiple lenses: sensory impact, sustainability, operational efficiency and profitability. The best innovations are those that improve all four simultaneously. Purists may debate whether extracts belong in brewing, but history suggests innovation has always defined the industry.

Ultimately, consumers judge beer by what’s in the glass, not by how much wort was left behind in the whirlpool. For breweries navigating today’s economic realities, the next competitive advantage may not come from using more hops. It may come from using hops more intelligently.

Not long ago, non-alcoholic beverages occupied a small corner of the beverage industry, serving a niche audience with limited expectations.

Today, that landscape has changed dramatically. Consumers are seeking flavourful alternatives that fit active lifestyles, wellness goals and moderation habits without sacrificing complexity or craftsmanship. For breweries, that shift presents an opportunity – but only if they can enter the category efficiently.

Traditional beer production requires fermentation capacity, yeast management, extended tank residency and significant raw material investment. Hop water, by comparison, eliminates many of those constraints while allowing breweries to leverage what they already know best: hops.

The challenge has never been demand. It’s execution

Conventional hop additions introduce vegetative material, inconsistent extraction and bitterness that can quickly overwhelm beverages built on water rather than malt. What brewers need is precision: concentrated hop aroma that delivers flavour without the baggage. That’s where modern water-soluble hop products are changing the conversation.

Products like LLZ provide bright lemon and lime characteristics that can transform carbonated water into a refreshing, hop-forward beverage with minimal additional ingredients. Because the product is derived entirely from hops and contains no added emulsifiers or unnecessary synthetics, producers can maintain clean labelling while achieving repeatable flavour.

Similarly, SalvoPlus offers breweries another tool by delivering expressive hop aroma without introducing bitterness or plant material. Unlike traditional dry hopping, brewers can dose with accuracy, minimize product loss and avoid sacrificing yield.

Perhaps the greatest advantage is speed

Developing a new beer often requires weeks of production planning and tank occupancy. Developing a hop water can be accomplished in hours. Brewers can prototype multiple formulations in a single afternoon, adjusting aroma intensity or citrus character with precise additions rather than waiting through an entire fermentation cycle.

The economics are equally compelling. Every brewery has experienced the challenge of balancing innovation with production capacity. Hop water creates an additional revenue stream without competing for fermentation space, allowing breweries to diversify portfolios while maximizing existing infrastructure. The opportunity extends beyond hop water itself. Sparkling beverages, functional drinks, ready-to-drink cocktails and alcohol-free IPAs are all benefiting from advanced hop ingredients that deliver authentic hop character with greater control than traditional methods.

Consumer behaviour suggests moderation is becoming a permanent segment rather than a passing trend. Breweries that embrace the category today may discover they’re not simply adding another stock keeping unit – they’re creating an entirely new business line.

The future of brewing may still revolve around beer, but increasingly, it also revolves around what hops can become when brewers aren’t constrained by fermentation.

Crosby’s entry into Canada as a direct supplier builds on its reputation for quality, innovation and customer-first service. By removing distribution barriers, Canadian brewers will now have the ability to order Crosby hops directly from the source, giving them more choice, fresh hops and an enhanced connection to the farms that fuel their creativity.

To support this expansion, Crosby has strategically positioned warehouses to enable faster, more efficient delivery across both Eastern and Western Canada. The company will also manage all brokerage and customs logistics, making it easy for Canadian brewers to order directly with confidence and convenience.

“Canada is one of the most dynamic craft beer markets in the world, and Canadian brewers deserve direct access to the hops, products and services that help them thrive,” said Blake Crosby, CEO of Crosby Hops. “This move eliminates unnecessary layers and gets our hops into Canadian brewers’ hands faster, fresher and with the level of service we’re known for. It’s about building a closer connection with brewers and supporting their continued innovation.”