The world of Italian agricultural beer we make an appointment for the second edition of “Open Hop Farms”, an event that promises to capture the attention of enthusiasts and beyond. Promoted by Italian Beer Consortium e Coldiretti, the event celebrates locally brewed beer and offers a unique opportunity to discover the world of hops from harvest to production.
The event
During the day on Sunday August 25th, 2024, between 16pm and 00pm, visitors will have the opportunity to take part in a real journey into the heart of beer production. From the harvesting of the hops to the cutting of the vine, up to the manual separation of the cones, the event offers a practical and engaging experience. Sensory and artistic workshops will also be available which will allow you to discover the hop grove through activities that stimulate all the senses: from taste and smell to sight and touch. Participants will be able to listen to the "frequencies" of hops translated into sound and take part in dedicated artistic workshops.
There will be no shortage of moments of relaxation and fun: concerts, shows for children and picnics with regional specialties and farm beer will guarantee a pleasant afternoon for the whole family. Guests will also be able to relax in front of the hop grove, taste local products and participate in a tasting that includes two beers from Il Giardino delle Luppole and a new one, the non-alcoholic HopGingerBeer, based on ginger and hops. For more details on the event, visit Italian Beer Consortium website.
The situation of the sector and the profile of the consumer
Il Italian agricultural beer sector confronted challenges important due to adverse climatic conditions. There drought had a heavy impact on the barley harvest, while excessive rainfall in the North reduced yields. However, in this complex scenario, beer tourism emerges as a positive note. Beer tourism is growing, with many travelers seeking authentic experiences and quality craft beers, especially young people.
An analysis by Coldiretti on Istat data shows that the beer consumer in Italy it is varied, with managers, freelancers and self-employed workers among the most frequent. Beer is also popular among graduates. Regionally, Sardinia and Friuli are the areas with the highest number of consumers, while Basilicata is at the bottom of the ranking.
Blue crab beer
Among the most interesting new features is the blue crab farm beer, created by Alessia Parisatto and her Coldiretti Giovani Impresa team. This crab, considered a problem for Venetian fishing, is transformed into a dark stout inspired by the Irish Oyster Stout tradition. An example of how environmental difficulties can become an opportunity to innovate and respond to challenges with creative solutions.
“Luppoleti Aperti” is therefore proposed as an event that not only celebrates Italian agricultural beer but also offers an opportunity to understand and appreciate the complexities and innovations of this evolving sector.