Hop Sensory Experience

Join The HopGuild for an in-person sensory session where your team can explore, compare, and evaluate the best hops from New York, the Pacific Northwest, and beyond. These guided tastings go beyond aroma and flavor—they provide context on performance, crop quality, and upcoming varieties, giving brewers insight into how terroir influences character. It’s a chance to benchmark your recipes against the year’s harvest, discover new options for future brews, and connect directly with our team on what’s coming down the pipeline.

Thursdays and Fridays from September 25 through the fall.

Request a Session

What You’ll Experience

  • Detailed overview of top-performing New York hops

  • Sensory evaluation of elite and experimental varieties

  • Side-by-side tastings of partner hops from the PNW

  • Exclusive previews of hops from Germany and other regions

  • Opportunity to finalize selections and discuss contracts

why it matters

  • Quality isn’t the question—profile is. These guided sessions help your team explore terroir differences, compare options for your styles, and discover varieties coming down the pipeline. Many breweries use this experience to shape their contracts and sourcing strategies for the year ahead.

Who It’s For

  • Breweries producing 5,000 bbls or more

  • Groups of 2–5 smaller breweries with combined production under 5,000 bbls

Regions: Currently focused on the Northeast, with flexibility for other regions by request.

IMG_5830_SQ.png
IMG_1820.png
IMG_5358.png
IMG_5621_trim_edit_SQ.png

request a session

FREQUENTLY ASKED QUESTIONS

  • There is no fee for the Hop Sensory Experience. We group visits to serve more breweries per trip.

  • Our warehouse is located in Elmira, NY. Exact address details will be provided once your session is confirmed.

  • Please plan space for multiple people to participate. At minimum, set up two 8-foot tables, provide clean garbage cans, and make sure there’s an accessible spot for hand cleaning between rubs. The Guild will bring all hand-washing materials.

  • Yes. Many breweries use the Hop Sensory Experience as an opportunity to evaluate lots, compare options, and finalize selections for contracts.

  • We are actively booking in:

    • Hudson Valley

    • NYC

    • Finger Lakes

    • Rochester

    • Buffalo

    Additional regions may be added based on demand—let us know if you’d like to host outside these areas.

    • Pittsburgh

    • Philadelphia

    • Capital District of Pennsylvania

  • Item description