One thing is certain, and that is that all the challenges that hop breeding faces can only be overcome by applying
the latest research methods.
The American and German scientists at Hopsteiner play a leading role in this internationally.
With the help of high-performance computers, the plant scientists can access all relevant analytical data, such as those on the aroma and bitter compounds of its plants, their DNA sequence data and the genetic background of the plants.
His tool: specialist scientific literature. In the past, Dr Martin Biendl says, he found whatever he needed to
know in the library. Nowadays, in the era of the smartphone and WiFi, the internet can deliver every new
study at the push of a button. And, on top of that, unprecedented opportunities to network with colleagues
around the world.
Peifer, who actually originates from the traditional Moselle wine-growing area and was trained in Duisburg and Weihenstephan, has headed the Brewery department at Hopsteiner Europe as Technical Director since 2015. Because breweries from Argentina to Japan put great store in Hopsteiner products, “the whole world is my workplace,” stresses Peifer
“First of all we need to listen,” stresses Gehde, a graduate in business studies. “A keen instinct is required, to recognize the trends of the future in the here and now.”
There is certainly a lot of hard work involved. The nine-member team of experts from the USA, Germany and Great Britain, who are responsible for planning Hopsteiner’s future business, have three top priorities: marketing intelligence, customer contact and many discussions.
