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APRIL 19, 2014

RESEARCH FINDINGS


“IT IS AS MUCH OF AN ART AS IT IS A SCIENCE.”

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Hop Valley WILL BECOME THE

MOST TRUSTED MICROBREW COMPANY FOR HOMEBREWERS. the release of homebrew resources and tips will place hop valley as the top microbrewery in support of the homebrew community.

OUR TASK understand the hopster and recommend how hop valley can connect with them.

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THE HOPSTER WE ARE TALKING TO THE ONES WHO ENJOY THE CHALLENGE, THE GRATIFICATION OF SELF-CREATION, AND THE PROCESS FROM START TO FINISH. WHEN WE STARTED OUR RESEARCH WE SAW THE HOPSTER AS THE PERSON WHO WILL BRIDGE THE GAP BETWEEN HOMEBREWERS AND MICROBREWerieS. WE WANTED TO LEARN MORE ABOUT THEM...MUCH MORE.

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OUR APPROACH THE HOPSTER IS THE HOMEBREWER WHO IS LEADING THE PACK, TRANSCENDING THE ART AND INFLUENCING OTHERS TO GET INVOLVED IN THE HOMEBREW CULTURE. WE WANTED TO KNOW WHAT IT IS LIKE TO HOMEBREW? WHAT MOTIVATES THEM TO CONTINUE? OUR APPROACH WAS TO GO THROUGH THE PROCESS, START TO FINISH, AND HOMEBREW WITH THE HOPSTERS. BY EXPERIENCING THE BREW SESSION WITH THEM, WE COULD UNDERSTAND THE DETAILS, THE PASSION AND THE REAL SOUL OF THE HOPSTER.

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WHAT WE DID WHO

HOMEBREWERS OF ALL AGES WHO ARE CURRENTLY HOMEBREWING

WHAT

4 DAY-IN-THE-LIFE HOMEBREW SESSIONS 7 IN-DEPTH INTERVIEWS 4 MICROBREWERY VISITS 1 FERMENTATION SUPPLY STORE VISIT

WHEN

2 MONTHS, 1 SNOW STORM AND 1 WARM SPRING BREAK

WHERE

EUGENE, OREGON

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CHAD

IAN

EVAN

DAVE

JAKE

ALEX

KOOPER 6


“NOTHING WILL STOP ME FROM BREWING BEER.”

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THE PROCESS

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THE PROCESS

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THE PROCESS

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THE PROCESS

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THE PROCESS

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THE PROCESS

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THE PROCESS

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THE PROCESS

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MOTIVATORS FOR THE MOTIVATORS 10


1. CREATIVE FREEDOM The Hopster is driven by creating something that is not available to them through craft beer manufacturers. They are constantly thinking about ingredients that would taste best when thrown together. They have A drive to create concoctions that are original and they have put blood, sweat, and tears into the making of their beer. they test themselves, take risks and 0ften find their risk-tasking proves to be delicious. Ideas are constantly flowing about how the Hopster can make their next batch of beer better.

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“THERE IS FREEDOM TO TWEAK ANY RECIPE.” 12


BLACK IPA PORTER

DRY CIDER

CHERRY SOUR

OATMEAL STOUT

MAPLE ALE

AMBER ALE

LAVENDER BLONDE

BELGIUM BROWN ALE

HEFE-WEIZEN

DAVE LIGHT

PUMPKIN ALE

PILSNER

HAZELNUT BROWN NECTAR

SAISON CHOCOLATE ESPRESSO STOUT 13


2. CONVERSATION STARTER

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The art of homebrewing is something that brings people together. When the Hopster finishes the batch of pale ale that took MONTHS to make and FERMENT, they love to share the results with their friends over dinner or AT a party. The common questions that they get are “What is in this?” or “Who made this delicious beer?” THAT IS THE MOMENT THAT MAKES IT ALL WORTH IT.

“WE’VE MET A LOT OF PEOPLE THROUGH BEER.” 15


DIY MENTALITY 3. DIY 4. MENTALITY

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The hopsters embody the “do it yourself” mentality to the fullst. they are the kind of people to learn how to fix their own car instead of taking it to the mechanic. Some are engineers and some are chemists. The learning process intrigues them. They read, they research and they take notes. The Hopster appreciates the time and effort that goes into creating a quality product. They understand that no one can hold them back from their own imagination and creativity. The Hopster motivates themselves to start and finish a project. By doing it themselves, they are able to claim ownership and reap all the awards. They get satisfaction out of small victories. A smile and a quick, “this beer is amazing,” comment is all they look forward to. The hopster may do it themselves, but they also do it for the joy it brings to others.

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4. ENTREPRENEURSHIP The Hopster represents the highest level of homebrewers. While homebrewing may have started as a side hobby, many of these Hopsters have dreams of building a business of their own someday. They admire microbreweries and want to learn from them. Their investment in homebrewing only increases their desire to invest on a larger scale. The Hopsters are the most passionate, dedicated and involved homebrewers in the scene. A future in the microbrew business keeps them motivated to continue creating, evolving and expanding on their homebrew.

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“SOMEONE TOLD ME I SHOULD QUIT SCHOOL AND PURSUE BEER.” 19


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HOW MICROBREWERIES ARE ALREADY INVOLVED

SUPPLY STORE

HOMEBREW AT THE MICROBREW

YEAST 21


RECOMMENDATIONS FOR HOP VALLEY 1. open supply store 2. host homebrew competition 3. offer exclusive one-on-one tours to homebrewers 22


DANIELLE HOLLEY | ANDREW EDDIE | BEN KRAFT | MARK FOSTER


Hopsters Research Presentation