Dry January has come to an end, but it’s left behind a new trend: non-alcoholic hop water. And as more people continue to cut back on their alcohol and gluten intake, some breweries plan to offer hop water — usually made with hops, water and a pinch of citric acid — all year round.
“At first I didn’t want to make it, but understanding Dry January is a thing — and we needed to make something NA [ non-alcoholic] as well as be all-inclusive — I figured if we were going to do it we wanted to do it right,” said Anthony Martuscello, the owner of Lakewood’s WestFax Brewing. “We did trials to figure out how to make it drinkable and not harsh.”
This was the first year Martuscello produced hop water at the brewery. To create the light and effervescent drink, he wanted something bubbly and refreshing, without too much hop flavor, like a double-strength hoppy LaCroix Sparkling Water, he said. The end product is a highly carbonated, clear beverage with notes of lemon, lime and a touch of mango.
But because the hop water at WestFax, 6733 W. Colfax Ave., isn’t pasteurized, it’s not served in a can to go. Instead, imbibers are encouraged to sidle up to the bar for a pint and enjoy the vibe of the busy bar without the usual buzz. “I think the overall reception has been positive,” Martuscello said. “It’s not selling outstandingly fast, but the folks that want to come in and hang out and not have an alcoholic beverage, they can come in and try it.”
Across Colorado, other breweries have rolled out their own non-alcoholic hop waters this year as well, some in cans and some just on draft, helping to create a new beverage category.
Denver Beer Co., for instance, debuted its Easy Living Hop Water in cans in October, 10 months after it first introduced the sparkling beverage — with zero sugar or carbs — on tap. “We know there are many reasons and occasions for an NA beverage and we wanted to provide our consumers with an option in those moments,” said Denver Beer Co. co-founder Patrick Crawford at the time.
Meanwhile, Lone Tree Brewing serves Ufloric Sparking Hop & Hemp Infused Water on draft in cans; Pikes Peak Brewing in Monument pours a version called Trail Water; and Cerebral Brewing in Denver makes Just the Hops, which features the same hops — Citra, Mosaic and El Dorado — as its flagship IPA, Rare Trait. Just the Hops is on tap and in cans to go.
At 4 Noses Brewing, the company said in January that as the beer industry “shifts and changes, and as we are also reaching for NA alternatives, we decided to work on making something that we can grab whenever and wherever that still has the essence of great beer.” The result of that was Water Proof, a sparking hop water that is also available at Odd13 Brewing.
Over at Call To Arms Brewing, 4526 Tennyson St., owner Chris Bell has created a hop water called Essence of Wetness, named after a scene in the movie “Zoolander.” Now in its second year, it’s one of the most popular beverages the brewery makes — and often sells out.
“I am surprised it’s sold as well as it has, I didn’t know what the market was for it and it moves great,” said Bell. “It’s affordable, reminds you of beer, it’s good for you, gives you those things hops generally provide, plus it’s sugar and carb-free.”
While Bell makes Essence of Wetness all year round, he said it’s not the priority. If Call to Arms needs beer, that will come first. Still, he personally enjoys having it available for those beer-light days and when doing a meeting at 10 a.m. with his team. It isn’t just for the non-drinkers, he added, it’s a great substitution when craving a beer, but not wanting a buzz.
“It’s a placebo, like you are really stressed and there’s an inclination to say you need a beer or you need to take a breath, but while a beer takes the edge off, it’s still alcohol and can bog you down,” said Bell. “Hop water, it tricks your brain into thinking you’re drinking a beer.”
