Hes the founder of Samuel Adams Beer and spends part of each year in Bavaria, Germany, checking out the crop for hops, a key ingredient for beer that adds spice and aroma to the brew.
Sadly, he says many Americans are unaware of the importance of hops in beer. As he puts it, No one knows what they do or how theyre used.
Koch is on a campaign to change things one beer bottle at a time. He recently returned from Germany after buying a bunch of the best hops he could find for the Samuel Adams Imperial Pilsner 2005 Harvest, a limited edition brew hitting stores this month.
This year marks the first of what will be an annual tradition of what hes calling a brew-jolais nouveau and he hopes the hop-heavy beer gives American drinkers a taste of what theyre missing.
As he puts it, The average American barrel of beer contains two ounces of hops. This beer has 12 pounds per barrel.
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