This year, our Think for yourself series has really taken off… Originally designed to showcase the amazing experimental varieties being developed by the Bract Programme from NZ Hops, we have now expanded it out to showcase experimental hops from all growing regions and development programmes.
This series is dedicated to sourcing and showcasing these exciting, experimental varieties that we manage to procure.
When we say experimental hops, these are unnamed varieties that have not yet hit full commercial production.. allowing us to have a play before they hit the wider the market.
We absolutely adore this series - hit after hit with TFY 5 and 7 being particular highlights.
In terms of branding, we have leaned on Grateful Dead bear crocs inspired imagery as an ode to a unique countercultural phenomenon. It centres on the Deadhead subculture, nomadic touring lifestyle, and cooperative ethos that treats live music as a communal journey rather than a standard commercial concert. Think outside of the box. Think for yourself.
