The Lupulin Exchange Expands to Europe in Partnership With Yakima Chief Hops

The Lupulin Exchange, a digital marketplace for commercial brewers to buy and sell hops, is expanding its reach to Europe through a new partnership with Yakima Chief Hops. The move aims to bring greater flexibility and transparency to the European brewing market, allowing brewers, growers, and merchants across the continent to access spot hops, list inventory, monitor market conditions, and conduct secure transactions online.

Founded in the United States in 2014, The Lupulin Exchange has become a key platform for American brewers seeking to balance their hop inventories and respond quickly to changing supply and demand. The company’s entry into Europe marks its first expansion outside the U.S., made possible by leveraging Yakima Chief Hops’ established international network and infrastructure.

Yakima Chief Hops, a grower-owned global hop supplier based in the United States, has operated for more than three decades. The company is known for its focus on innovation, quality, and sustainability within the brewing industry. By partnering with The Lupulin Exchange, Yakima Chief Hops aims to support new business channels for breweries and reinforce its commitment to transparency between hop producers and brewers.

European users of The Lupulin Exchange will soon be able to create Hop Alerts for specific varieties or quantities, gain real-time insights into market trends, and make purchases or sales through a secure online platform. This development is expected to help breweries of all sizes manage their hop needs more efficiently and respond more effectively to shifts in demand.

John Bryce, founder and CEO of The Lupulin Exchange, said that supporting European brewers has long been a goal for the company. He noted that previous collaborations with Yakima Chief Hops revealed shared values and complementary strengths that made the expansion possible. “After collaborating with my friends at YCH on several smaller projects, it became obvious that we share the same values and have the perfect blend of synergies needed to extend the platform to Europe,” Bryce said.

The launch of The Lupulin Exchange in Europe is scheduled for late 2025. Industry professionals attending Drinktec 2025 in Munich will have an opportunity to meet John Bryce at the Yakima Chief Hops booth. The event is expected to serve as a key venue for introducing the platform’s capabilities to European brewers and merchants.

The expansion comes at a time when European breweries are facing increased pressure to adapt quickly to changing consumer preferences and supply chain challenges. By providing an open marketplace for hops, The Lupulin Exchange aims to help stabilize prices, improve access to quality ingredients, and foster stronger connections between growers and brewers.

Both companies emphasize that the partnership is designed not only to facilitate transactions but also to build community among those involved in hop production and brewing. As the European beer market continues to evolve, platforms like The Lupulin Exchange may play an increasingly important role in helping breweries remain competitive and responsive.

For more information about opportunities with The Lupulin Exchange in Europe, interested parties can visit lupulinexchange.com/drinktec.