In the dynamic world of agriculture and specialized markets, innovation is key to survival and growth. What happens when a legacy farming business, steeped in tradition, finds itself at the forefront of a booming industry, only to then face new challenges and shifting tides? This is the compelling story of Hops Direct, a fifth-generation hop farm that has continually adapted and evolved, particularly through its marketing and brand strategy.
In a special on-location episode of the Moxie Creative podcast, “Brewing Innovation: Inside Hops Direct’s Marketing Evolution,” we joined Diana and Carla of Hops Direct at the Craft Brewers Conference and Brew America Expo in Indianapolis. Alongside Moxie’s own Isabella (Social Media Manager) and Taylor (Account Manager), they pulled back the curtain on how a Washington state hop farm navigated the early internet, rode the craft beer wave, and continues to innovate its approach to reach brewers worldwide.
This isn’t just about hops; it’s a vibrant case study in marketing evolution, brand adaptation, and the enduring power of a family-run business in a niche industry. For small business owners and aspiring entrepreneurs looking to understand how tradition can fuel innovation, and how strategic partnerships can unlock new opportunities, Hops Direct’s journey offers a wealth of practical insights.
The Seed of an Idea: From Farm to .com
The story of Hops Direct begins not with a grand marketing plan, but with a simple need and entrepreneurial spirit. Diana, a “deprived mother of two young children at home,” found herself looking for ways to contribute while managing family life. The advent of the internet provided an unexpected opportunity.
“Somebody got us a computer,” Diana recalls, leading her to explore online possibilities. A homebrewer friend suggested, “Why don’t you sell hops and go online?” This simple suggestion sparked Hops Direct, LLC, in 1997. They started small, using “US Post shipping tubes” and mailing out samples. It was an unconventional approach that initially drew skepticism. “We were being laughed at because we were selling hops on the internet,” Diana shares, but she adds, “everybody was watching what we were doing. So it played out well.”
This early adoption of e-commerce, combined with their deep roots in hop farming through Perrault Farms, positioned them uniquely. Perrault Farms, their family’s traditional hop farm, had always operated on a much simpler model: direct sales to merchants based on agreed-upon volumes, with payment at the end of the season. Hops Direct brought this legacy product into the digital age, demonstrating remarkable foresight and adaptability at the dawn of the internet era. Diana, earning the teasing nickname “Red Eye” for working late into the night, perfectly embodies the dedication of a working mom building a business from the ground up, balancing home chores with packing orders “before the FedEx man would get there.”
Balancing Tradition and Innovation: The Heartland of Hops
Hops Direct’s success isn’t just about embracing the new; it’s about a careful balance with deep-rooted tradition. The Perrault family has cultivated hops for five generations, instilling a profound understanding of the plant and the agricultural process. This tradition is visible in their core operations, but they are always seeking innovative ways to improve efficiency and reduce costs.
For example, they’ve updated farming methods to include growing corn in hop fields for silage, utilizing modern tractors to reduce labor. However, they also famously built “Bertha,” a custom-built, massive hop-picking machine. Bertha, while “a big ugly machine,” symbolizes their commitment to internal innovation and finding bespoke solutions to improve efficiency, rather than solely relying on off-the-shelf equipment. This blend of long-standing family farming knowledge with a willingness to experiment and build their own solutions defines their operational ethos.
The Craft Beer Boom: Riding the Wave to Global Recognition
Hops Direct was perfectly poised to capitalize on the craft beer explosion. As microbreweries and homebrewers surged in popularity, the demand for diverse, high-quality hops skyrocketed. Hops Direct’s early online presence and willingness to sell directly to brewers put them at a significant advantage.
“It took us places we could never have paid for,” Diana notes. Their website and direct sales model garnered unexpected attention, leading to features on national platforms like Martha Stewart and various agricultural shows. This visibility was invaluable in establishing their reputation. However, the true turning point was making direct connections. Attending trade shows like the Craft Brewers Conference and Brew America Expo allowed them to put a “face” to their brand, fostering trust and relationships with brewers at a personal level.
Carla describes the craft beer boom as “crazy.” The phones were ringing for hours, and the days “went fast because of so much to do.” This period of intense growth solidified their position in the market.
The Alma Story: A Unique Discovery and Brand Exclusive
Amidst this growth, Hops Direct discovered a truly unique innovation: the Alma hop. Around 2008, Stacy, a family member, noticed an unusual hop plant growing “alongside the hop picking machine.” After observing it for several years, they decided to get it tested. The results were astounding: a natural hybrid of Magnum (a hop they grew) and Aquilamadori (a Japanese variety).
Named “Alma” after the road where the original family homestead was located, this accidental discovery became a Hops Direct exclusive. Its “dual-purpose” qualities make it highly desirable for brewers, a rarity for a spontaneously discovered hop. The fact that they “just kind of found this little deposit and blessing in our backyard” in a “very competitive world” of hop breeding programs underscores their remarkable fortune and unique position.
Moxie Creative has had the pleasure of helping Hops Direct tell the compelling story of Alma, transforming a serendipitous discovery into a powerful brand narrative.
Navigating Industry Shifts: Adapting to New Realities
Just as the craft beer boom brought immense growth, the industry is now experiencing new shifts. Diana and Carla openly discussed the current challenges: an oversupply of hops, a slowdown in beer consumption, and increasing competition from the burgeoning distilling industry and the rise of non-alcoholic beverages.
This new reality requires another phase of innovation. While beer remains central, Hops Direct is exploring new uses for hops beyond traditional brewing. As Isabella observed at the conference, there’s a growing market for hop-infused waters, health items, and gummies, leveraging hops’ health benefits. This adaptability is crucial for long-term sustainability. “We’ve had to shift gears and be innovative from the get-go,” Diana states, highlighting their continuous need to evolve.
The Moxie Creative Partnership: A Seamless Remote Collaboration
Moxie Creative’s partnership with Hops Direct began through a fortuitous referral. Taylor inherited Hops Direct as a client, building on existing creative work. Over the years, the partnership evolved, with Moxie now managing a significant portion of Hops Direct’s marketing efforts, including a new website and social media.
The remote nature of their collaboration (Minnesota to Washington State) is a testament to the power of modern communication and strong partnerships. “You take the headache off the design perspective,” Diana praises. Carla adds that Moxie can take their ideas and “get ’em presented and get ’em all ready for us.” This seamless execution allows Hops Direct to focus on their core farming and sales operations, while Moxie handles the specialized marketing tasks.
Key aspects of their successful marketing evolution with Moxie:
- Brand Modernization: Hops Direct’s visual identity has shifted from a more “rustic” look to a modern, bright, and catchy design, reflected in their new website. This change aligns their brand aesthetic with the high quality and innovative spirit of their operations.
- Targeted Social Media Strategy: Isabella discovered that educational content about hops (e.g., explaining alpha acids, beta acids, oils) resonates most with Hops Direct’s diverse audience, particularly homebrewers and commercial brewers. By breaking down complex information into easily digestible formats, their social media gains followers and engagement consistently. This emphasis on value-driven content, rather than just sales pitches, has been a major success.
- Effective E-commerce Support: Moxie assists with email correspondence and other e-commerce marketing efforts, driving measurable sales. The direct correlation between a social media post (like one about “Hop Passion”) and immediate orders demonstrates the power of integrated marketing.
- Community Building: Hops Direct’s inherently approachable nature and strong sense of community translate seamlessly into their social media presence, fostering loyalty and engagement among brewers.
Lessons from the Farm: Advice for Legacy Businesses
Diana and Carla offered invaluable advice for others running legacy or family-run businesses:
- Patience and Perseverance: “You don’t get anywhere without a lot of hard work.” The journey will have twists and turns, requiring resilience and a steady hand.
- Flexibility and Openness to Roles: Be prepared to adapt and take on different roles as needed. Carla’s willingness to jump in, even outside her primary duties, exemplifies this adaptability.
- Listen to Your Customers: Carla’s advice, “keep doing what you’re doing,” comes directly from the brewers themselves, highlighting the importance of client feedback.
- Embrace Independence (when appropriate): Diana emphasized her father-in-law’s desire to be independent, a core value that resonates with her own entrepreneurial spirit. This focus on autonomy can be a strong driver for innovation and decision-making.
Hops Direct’s journey is a powerful reminder that while the core product may remain the same, the way it’s marketed, the way the story is told, and the ability to adapt to market shifts are what truly define longevity and success.
Tune In and Get Inspired
Is your legacy business looking to innovate its marketing? Is your traditional brand ready for a modern refresh?
What steps can your company take to embrace new challenges and continue brewing innovation? And how can a strategic marketing partnership unlock your next phase of growth?
At Moxie Creative, we specialize in helping businesses like Hops Direct navigate market shifts, modernize their brand, and connect with their audience in powerful, authentic ways. Whether you’re a seasoned enterprise or a burgeoning startup, let’s explore how a tailored marketing strategy can help your business thrive for generations to come.
