To increase the variety and availability of beers brewed with American hops in European markets, mk² established a European craft brewing competition for client Hop Growers of America. The goal of the annual competition is to work with some of the most influential brewers in Europe, developing and launching new beers showcasing U.S. hops.
Over a six-month competition period, selected breweries receive four American hop varieties to create new recipes. The awards ceremony is held at Europe’s largest beverage trade show, Brau Beviale. mk² coordinates product judging with key industry opinion-leaders and post-event marketing and communication campaigns for the winning brewers in the trade media.
The annual competition has run for four years, featuring more than 30 of the leading craft breweries in Europe. 11 beers featuring U.S. hops, that were created through the competition, are permanently available in EU retail.