There’s nothing like scarcity to help sell a product. Just ask the single-malt Scotch industry, always happy to roll out a “one-time-only” cask of a peaty 12-year-old. Craft beer companies certainly play their part, with a roster of seasonal brews and one-off concoctions.
But when you can marry scarcity with a good story, you’ve really hit marketing gold.
Take the case of fresh-hopped beers, also known as wet-hopped or harvest ales. Typically, hops added to the fermentation process have been dried. But fresh hops are usually added within hours of being picked in the field. So by definition, fresh-hopped beers are only available during the late-summer or early-fall hop harvest.
Victoria’s Driftwood Brewery, perhaps best known for its fine Fat Tug IPA, has an entry in the fresh-hopped market: Sartori Harvest IPA. During the hop harvest at Sartori Cedar Ranch, near Chillwack, B.C. (just east of Vancouver), bags of Centennial hops are rushed to the brewery.
“It’s vital to get the hops into the brew kettle within hours of picking, while their oils and resins are still raw,” says a breathless video on Driftwood’s website. “This is our one chance to brew with the flower in its most natural form.” And, to rub things in: “Sartori’s fresh hops have a delicious profile unique to the patch of land they cultivate in the Columbia Valley, making this limited release singular and remarkable.”
I was already sold on this story, when a beer specialist at a Cascadia Liquor outlet in Victoria told me that Sartori Harvest had just hit the store shelves and would be sold out within days.
$7 for a 22-ounce bottle? I’m in. I spent a good half hour letting the complexities of this ale roll around my mouth. And the next morning, I rushed back to Cascadia to pick up a couple more Sartoris to take home.
So what does Sartori Harvest IPA taste like? Guess you’ll have to wait till next year.