Hailing from Chicago, USA, the craft beer pioneer brand Goose Island has been dedicated to cultivating hops using soilless cultivation techniques since establishing its proprietary hops farm in Shanghai in 2021. This July, Goose Island will begin to bring together crowds of craft beer enthusiasts to witness the bountiful hops harvest at its exclusive farm in Shanghai.
Attendees on-site not only will have the opportunity to handpick the Cascade hops used in brewing Goose Island's classic IPA but also enjoy a range of diverse activities, including a first-time revealed brewing course, skateboarding amidst the hops groves, vinyl DJ music, and an American-style outdoor BBQ.
Unleashing Creativity: Goose Island's Hops Harvest Extravaganza
Step into the realm of Goose Island's exclusive Shanghai hops farm, where a lush expanse of hops awaits. Amidst the rich, natural aroma of hop perfuming the air, guests can embark on a hands-on adventure of plucking freshly matured Cascades hops. Engage in the tactile delight of picking and inhaling the fragrant essence, immersing yourself in the opulent bouquet of blossoms. As the fruitful harvesting journey concludes, attendees have the unique opportunity to contribute their hand-picked Cascade hops to the brewing process, engaging in an immersive experience and witnessing the birth of craft beer.
Enhancing the guests' understanding and knowledge development of various hops’ profiles and flavors, a diverse array of hop varieties from around the world, beyond the Cascade hops, will also be showcased on-site. Supported by insights from the expert brewing team at Goose Island, attendees will be treated to an immersive exploration of hop allure through comprehensive and in-depth knowledge sharing. This unique experience will provide guests with a profound appreciation of the captivating charm of hops.
Furthermore, the event venue will include skateboarding, music, and games, igniting a fervent atmosphere of creativity. Situated inside Goose Island’s inaugural hops farm is a skateboard park, so enthusiasts of the sport can showcase their moves.
The vinyl record DJ, The Melting Pot, will also be present, entrancing partygoers with the dynamic energy and rhythm of the beats, amplifying the excitement throughout the venue. Attendees will have the opportunity to participate in interactive lucky draws for prizes, reaping exclusive surprises from Goose Island.
Pioneering Brewing: Exploring Innovative Craftsmanship for Exceptional Beer Quality
Since its inception in 1988, Goose Island has embraced the spirit of "born for experimentation and exploration, always dedicated to innovation." Over the years, Goose Island has continuously developed and refined hop cultivation techniques, putting them into practice with their own brewing methods. With deep-rooted passion and unwavering commitment to the craft of brewing for over three decades, Goose Island has delighted craft beer enthusiasts worldwide with its uniquely distinctive and flavorful brews.
As a pioneer in the craft beer industry, Goose Island places immense importance on the selection and utilization of ingredients. Situated at the latitude of 49 degrees North, the Elk Mountain Farm in the United States houses the world's largest exclusive hop farm.
Since entering the Chinese market in 2016, Goose Island’s exploration of craft beer brewing has never ceased. Beginning in 2021, with the support of the Langxia Town Government in Jinshan District, Shanghai, Goose Island partnered with Shanghai Jintang Agricultural Technology Development Co., Ltd. to develop a soilless cultivation project for hops. This initiative marked the commencement of planting Goose Island’s own hops in the international metropolis of Shanghai, located at the latitude of 31 degrees North.
Indoor soilless cultivation technology has shattered the traditional constraints of hop cultivation imposed by geography and climate. Through stringent environmental and irrigation controls, coupled with greenhouse cultivation techniques, conditions resembling those above the 40th parallel North have been recreated, allowing the growth of Cascade hops in Shanghai, resulting in a joyful harvest.
To further advance their exploration of hop cultivation, Goose Island is introducing more high-quality beer hop varieties into their indoor hops cultivation project. Goose Island firmly believes that having their own hops farm, plus cultivating and employing fresher and higher-quality hops for brewing, is the key to ensuring the aroma and flavor of their uniquely brewed craft beer.
Boldly Crafting: Unveiling New Releases and Classic Brews in Full Glory
Goose Island has never ceased its quest for innovative excellence, crafting a range of exceptional craft beers adored by enthusiasts around the world using the finest hops. At the event, the debut of Goose Island’s new release, "Latitude 31°" Hop Altbier, will take center stage. Brewed with fresh Cascade hops cultivated at Goose Island's Shanghai hops farm, this brew undergoes minimal processing, aiming to preserve the natural essential oils and resins of the hops to the fullest. The result is an authentic and layered beer body boasting distinct notes of citrus and grapefruit.
In addition, a lineup of Goose Island’s classic products will also make a showing at the event, including the star performer, Goose Island IPA, which has claimed the prestigious American Beer Festival award six times, the American Beer Festival-winning Goose Island 312, and the renowned Honkers Ale that has clinched six international beer awards, including accolades from the Australian Beer Awards and the International Beer Cup.
The event serves as a showcase of Goose Island’s commitment to craftsmanship and innovation, featuring an array of brews that delight the senses and embody the brand's enduring spirit.
Joining forces with the exceptional craft brews to set the scene ablaze is an array of American-style food pairings, including Citrus Caesar Salad, Cold Cut Platters, and Brewer's Sandwiches. These delectable accompaniments not only tantalize the taste buds of diners but also perfectly complement the flavors of Goose Island’s craft beers.
Embracing their daring and innovative spirit, Goose Island has seamlessly integrated creativity into every aspect. Hops take center stage as they infuse richness and allure into dishes such as the enticing Italian-style Hop Toast and the Hop-infused Barbecue Feast. These offerings not only showcase the full potential of hops’ flavors but also bring an authentic taste of Chicago to the guests, all while embodying Goose Island’s ethos of daring imagination and relentless innovation.
Throughout its journey, Goose Island has been dedicated to integrating craft brewing into urban lifestyles, aiming to bring the joy of quality craft beer to more Chinese consumers and foster an understanding of craft culture. As Goose Island’s modern smart indoor hops farm continues to flourish in China, the path of hops cultivation research and practice will become even more localized.
In the future, Anheuser-Busch InBev China and Goose Island will persist in exploration, continuously researching and cultivating new hop varieties, aiming to deliver unique and flavorful high-quality craft brews to Chinese consumers. This commitment reflects their ongoing dedication to enhancing the craft beer experience and contributing to the vibrant world of craft culture in China.
[All images courtesy of Goose Island]
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