Hop House 13
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| Type | Lager |
|---|---|
| Manufacturer | The Brewers Project |
| Distributor | Diageo |
| Country of origin | Ireland |
| Introduced | 2015 |
| Alcohol by volume | 4.6% |
| Proof (US) | 10 |
| Colour | Golden amber |
| Flavour | Apricot and peach |
Hop House 13 is an Irish lager produced by the Guinness Brewery, an Irish brewing company owned by Diageo.[1]
Background
[edit]Hop House 13 is brewed by the Guinness Brewers Project, which also manufactures Guinness Dublin Porter, Guinness West Indies Porter and Guinness Golden Ale.[2] The beer is named after a hop store building at St James Gate that existed in the early 20th century.[3] It was influenced by the craft beer industry which had become successful.[2]
Flavour
[edit]Hop House 13 is a double-hopped lager brewed with barley, Guinness yeast, Australian Galaxy and Topaz hops, and American Mosaic hops.[1][4]
It is described as having a fruity aroma including tastes of apricot and peach, having a full-flavoured taste that is crisp and hoppy without being bitter. It has a golden amber colour with an ivory white head. Hop House 13 is 4.1% alcohol by volume, though it can be 5% in certain markets. In the United Kingdom, it has just been downgraded to 4.6% ABV from 5% ABV.[5][1]
Distribution
[edit]
Hop House 13 was first produced in Ireland in 2015.[1] It was launched with an interactive experience show which included a tour of the brewery and tasting workshops. It was a success, and the beer was ordered by numerous publicans immediately after launch.[6] Hop House 13 was subsequently exported to the UK,[1] and then worldwide.[7][8] A year after being announced, it was available in 1,000 pubs and other licensed premises in the UK, as well as off-trade bottles being shipped in supermarkets.[9] The beer was heavily promoted with a multi-million pound advertising campaign in 2016, including adverts on YouTube and other social media websites.[2][10]
Partly as a result of strong sales of Hop House 13, sales of Guinness products in Europe increased by 2%.[11][12] In 2019, Diageo announced the beer would be sold in South Korea.[4] Diageo discontinued Hop House 13 in the UK in 2021 following falling sales in comparison to Guinness. [13] [14]
References
[edit]- ^ a b c d e "Guinness to roll out new lager after success in Ireland". Bar Magazine. 27 October 2015. Retrieved 20 May 2019.
- ^ a b c "Diageo brews up 7-figure campaign for Guinness craft lager Hop House 13". The Drum. 19 April 2016. Retrieved 20 May 2019.
- ^ "Diageo launches Hop House 13 Lager". Morning Advertiser. 19 October 2015. Retrieved 20 May 2019.
- ^ a b "Diageo Korea introduces Hop House 13 lager". Korean Times. 11 January 2019. Retrieved 20 May 2019.
- ^ "Hop House 13 Lager". Difford's Guide. Retrieved 20 May 2019.
- ^ "Hop House 13 launch". verve.ie. Archived from the original on 7 July 2020. Retrieved 20 May 2019.
- ^ "Product Launch - Diageo's Hop House 13 Lager". Just Drinks. 10 February 2015. Archived from the original on 29 October 2020. Retrieved 20 May 2019.
- ^ "Diageo takes Hop House 13 to Asia". Just Drinks. 16 January 2019. Archived from the original on 27 September 2020. Retrieved 20 May 2019.
- ^ "Guinness launches new campaign for Hop House 13". Talking Retail. 20 April 2016. Retrieved 20 May 2019.
- ^ "Hop House 13 in pubs". Morning Advertiser. 19 April 2016. Retrieved 21 May 2019.
- ^ "Guinness plans to be the most popular beer in the world". The Drum. 17 March 2017. Retrieved 20 May 2019.
- ^ "Guinness, Hop House 13 and Tanqueray gin are pumping up Diageo's sales". Fora. 26 July 2018. Retrieved 20 May 2019.
- ^ "Hop House 13 Delisted by Supplier". Dunns Food and Drinks. 8 March 2021. Retrieved 19 June 2024.
- ^ "Guinness spin-off Hop House 13 to be axed in Britain". The Grocer. 29 April 2021. Retrieved 19 June 2024.
External links
[edit]- Official website
- Guinness Hop House 13 Lager Review. Real Ale Craft Beer. 16 May 2016 – via YouTube.