John Briner is a pace-setter for the beverage industry with his revolutionary hop water company, Tangled Beverages. Located in Chilliwack, BC, John is a pioneer in creating tasty hop-infused drinks for an increasingly health-oriented public. He founded Northwest Hop Farms in 2015 and sold it ten years later. Today, he is a Partner/Sales Manager at Tangled Beverages. In this interview, we explore John’s path that led him to the beverage industry and his vision for the future.
Q. What inspired you to get into the beverage business?
JOHN BRINER: I started out as a craft beer enthusiast and transitioned into the business from my career in law. People care more about how they drink now, so I knew there was an opportunity in the market to create something that gave the bold, aromatic experience of hops, just without the alcohol. That’s what inspired me to create a hop water line with Tangled Beverages. The concept of providing a refreshing, healthy, enjoyable fizzy, alcohol-free beer alternative was very interesting to me, and I felt it was an idea that could potentially resonate with an ever-increasing number of health-conscious buyers.
Q. What can you tell us about your path from Northwest Hop Farms to Tangled Beverages?
JOHN BRINER: My path to founding Tangled Beverages is deeply rooted in my experience with Northwest Hop Farms. Northwest Hop Farms was started to provide better hops to breweries and beverage companies. Working closely with growers and producers was a life-changing experience, and I learned a lot about the agricultural side of the beverage industry. After selling the company last year, I pursued my passion even further and founded Tangled Beverages. With Tangled, we’re creating more than hops, we’re crafting delicious, innovative, alcohol-free beverages that showcase the versatility of this amazing ingredient. The hop water is just our first product. We’re constantly exploring new ways to use hops to create unique drinks that appeal to a broader audience.
Q. How does your hop water differ from other non-alcoholic drinks?
JOHN BRINER: The key is in quality and innovation. Many of the non-alcoholic drinks available today use artificial flavours or are high in sugar in order to attract buyers. We use premium hops to draw out a flavour that’s found more often in craft beers. This results in a smooth, crisp, non-bitter taste, so it’s a great choice for those who want a refreshing drink without the aftereffects of alcohol. A lot of people searching for a non-alcoholic drink wanted a real beverage experience rather than a sugary, watered-down beverage. Hop water is a great choice for those wanting flavour, refreshment and a healthy alternative to sugary pops or beers.
Q. How does working in Chilliwack shape your work in the beverage business?
JOHN BRINER: Chilliwack has a rich agricultural tradition and incredible natural resources. It has a long-standing tradition of farming, with lots of fertile soil and ideal growing conditions. All of this natural environment has made it an ideal place for me to work in the hop industry. The support for businesses and innovation from the local community is invaluable. As well as having access to some of the best ingredients, we’ve been able to experience sustainable production methods, helping our products deliver the authenticity and freshness that consumers value. We are proud that working within this tight-knit community helps us contribute to both the local economy and the beverage industry.
Q. What obstacles have you had to overcome while starting and scaling Tangled Beverages?
JOHN BRINER: Starting Tangled Beverages came with its fair share of obstacles. Educating consumers about hop water is probably the biggest hurdle. A lot of people think of hops as just beer, so it’s about changing their mindset about it and showing them how to experience this incredible ingredient differently. We’ve had to do a lot of educating through marketing and in-store tastings to get people to understand what hop water is and how it can offer a refreshing and enjoyable experience without alcohol. A further challenge lies in distribution. Getting our product in front of the right audience requires tactical partnerships and marketing efforts. As we scale, we are focusing on expanding our product line and maintaining high-quality standards. But each hurdle has also been a learning opportunity, and we have been able to overcome them all thanks to the hard work from our partners and the local community.
Q. The beverage industry is changing quickly. Where do you see hop water heading in the future?
JOHN BRINER: I think hop water is in its infancy. More people are looking for flavourful, healthy alternatives to sugary pops and alcoholic drinks, and hop water fits right in. We are always developing new flavours and formulations to reach different consumers. As more people learn about it and experience it, I believe hop water will become a big hit in the beverage industry.