The Surprising Uses of Hops Beyond Beer
When you hear the term “hops,” what comes to mind? Most people associate hops exclusively with beer brewing, but these versatile plants are experiencing a remarkable commercial transformation as they find new applications in a variety of beverages.
Ryan Coleman and Hike Hopped Seltzer
Leading this innovative movement is Ryan Coleman, the visionary founder of Hike Hopped Seltzer. Coleman has long been fascinated by hops, extending his appreciation beyond their traditional role in beer. The journey toward producing a flavorful, non-alcoholic beverage began after Coleman experienced a complex relationship with alcohol, which prompted him to foster a healthier lifestyle through sobriety.
“That journey meant completely throwing away a big chunk of my life that involved drinking and starting from scratch,” he explains. Coleman found that nonalcoholic beers were often too similar to their alcoholic counterparts for comfort. This realization sparked his desire to create a beverage that was not only unique but also rooted in his love for hops.
Creating Something Different
Coleman’s initial goal was to craft a drink that resonated with him personally. However, as Hike expanded its market presence, it tapped into a larger demand for creative, nonalcoholic options. “Why not just make something that is still super interesting to taste but doesn’t remind you of the old stuff?” he poses, emphasizing the need for innovation in nonalcoholic beverages.
Understanding Sobriety and Dependency
“Craft beer was my thing…super high proof IPAs,” Coleman reflects on his past. During the pandemic, he came to grips with an unhealthy dependence on beer. “The guardrails were off,” he admits. After becoming a father, Coleman resolved to embrace sobriety. “It was very hard and really humbling,” he recalls.
Nonalcoholic beers have gained considerable popularity, mainly due to their remarkable similarity to traditional beers. Athletic Brewing, for instance, has become the top-selling beer—alcoholic or otherwise—at Whole Foods Market. However, for Coleman, these beverages felt counterproductive; they reminded him too much of his previous struggles with alcohol. “I would think that I was [getting drunk],” he admits, leading him back down a difficult path.
A Deep-Rooted Familiarity with Hops
Coleman’s knowledge of hops extends deeply into his family’s history, as they once cultivated hops for local breweries in Virginia. He fondly remembers the days of harvesting hops and enhancing beer with their aromatic qualities.
In search of an authentic, hoppy experience, Coleman found most nonalcoholic options lacking in that aromatic quality. “This one specific part of the beer drinking experience—aromatic, sort of bitter, earthy, and grassy—is just wildly appealing,” he notes. Driven by passion, he began to experiment in his home kitchen, developing a seltzer that met his vision of what a quality beverage should embody.
The Many Faces of Hops
While hops are indeed a member of the cannabis family, they do not contain psychoactive components like THC or CBD. Primarily, their value lies in the rich flavors and aromas they impart. Coleman sources premium hop extracts from Washington State’s Yakima Valley Hops, which is noted for high-quality hops cultivated under ideal conditions.
Kaleb Schwecke, Chief Marketing Officer at Yakima Valley Hops, emphasizes the distinct characteristics of hops based on their geographical cultivation. “The Yakima Valley has ample irrigation coming from snowmelt in the Cascades, creating a unique growing environment,” he explains.
Diverse Applications of Hops
Hops are typically associated with beer, but their applications extend into a myriad of products. “Everything from ethanol production to diapers,” Schwecke elaborates, highlighting the versatility of hops beyond fermented beverages. With thousands of hop varieties cultivated worldwide, each offers unique flavor profiles ranging from citrus and floral to sweet and spicy, making them incredibly adaptable.
Coleman meticulously selects hops that align well with specific flavors he aims to achieve in his seltzers. “I’m always looking for a palatable, bright tropical hop that has aromatic qualities similar to the fruit that you might want to put in there,” he states.
The Innovation of Hike Hopped Seltzer
Coleman refers to Hike Hopped Seltzer as similar to “Sprindrift with hops,” as he incorporates fresh fruit juice for diverse flavors, currently offering options like Grapefruit and Maracuyá (passionfruit). He envisions expanding his line with unique flavors like Sudachi Squirt, Green Tea Watermelon, Yuzu Ginger, and Finger Lime—each inspired by various cultural traditions.
Target Marketing: The ‘4th Category’
Hike Hopped Seltzer positions itself distinctively within the beverage market. Unlike HOP WTR, which typically appears in the seltzer aisle, Hike positions itself as a bona fide nonalcoholic beverage. In this evolving ‘4th Category’ of adult beverages—comprising ready-to-drink cocktails, hard seltzers, and nonalcoholic drinks—Hike stands out as a dedicated brand rather than just a product line extension of a major brewery.
Samatha Fletcher, Category Manager for ’4th Category’ at Whole Foods Market, acknowledges the growing importance of the nonalcoholic space. “The fact that [Coleman] was doing a non-alcohol seltzer that was branding itself intentionally to be carried as a non-alc item really checked all the boxes,” she says.
Building Community Through Alternative Spaces
In addition to traditional retail, Coleman strategically markets Hike in unique environments like music venues and skate parks, connecting with communities where nonalcoholic alternatives can make a significant impact. By sharing his experiences and stories, he establishes a narrative that resonates deeply with potential customers.
As Hike entered Whole Foods Market stores in Virginia in early 2025, Fletcher saw the potential for substantial growth. “I tried it and was like…just sign me up,” she recalls, highlighting the beverage’s appeal and Coleman’s compelling story.
The Future of Hike Hopped Seltzer
Coleman believes that the market for hop seltzers could be much larger than that of nonalcoholic beers. “If you’re driving in your car drinking an NA beer…at a kid’s baseball game…at your office fridge at work…it points to something problematic,” he suggests. “Hike is a completely harmless beverage with an interesting taste profile that’s not overwhelming—and I believe they could sell more as people consider it an any-time beverage.”
A Meaningful Journey
The name “Hike” embodies a deeper philosophy than just a beverage brand for Coleman. It signifies forging one’s own path and embracing personal growth. On the website, a tab titled “You good?” shares Coleman’s sobriety journey, created to support others who may be facing similar challenges. He emphasizes the importance of connection and storytelling, stating, “That’s what this is about…this is bigger than just creating a beverage business.”