Hoponomics & more …
For the past 18 months, I’ve been writing articles explaining the truth about how the hop industry really works. Nobody else has touched the types of topics I’ve discussed. They’re either afraid, or it’s in their interest not to. I’m a recovering hop merchant. Not many people survive the dark side and return to tell the tale. In 2019 I was canceled. The hop world is cutthroat. Life is too short to be bitter (a little hop humor).
There’s plenty more about hops I will share, but not everybody is only interested in hops. I’ve decided to take the same economic analyses I use for the hop industry and apply it to all the things brewers need to make beer. I’ve identified 23 different industries so far that have direct or secondary effects on the cost of beer production. My aim is to create value for brewers
I’d love to hear your thoughts. I don’t have comments turned on for my articles and don’t plan to. If you’d like to reach me, it’s not difficult though. You can find me at MacKinnon Report on Instagram, X or Facebook, or as Douglas MacKinnon over on LinkedIn.
What you can expect
With the MacKinnon Report, you’ll get an unbiased opinion, facts, and a different perspective. I’m not trying to make money selling hops so I don’t have an agenda. I don’t have anything against hop salespeople. The Hopfenschmuseren (slang German term for hop merchants) are just doing their job. If you get your information about hops from the people selling you hops, you might want to rethink that strategy. An independent analysis is much better.
The freedom of not having the ulterior motive to sell hops is blessing I appreciate. The MacKinnon Report offers thought-provoking economic analysis for people who haven’t seen how the sausage is made. If that sounds intriguing, you should subscribe.
Become a Subscriber
My goal is to provide valuable information for as many people around the globe who care to stay informed. If you feel you got some value from what you read, please share it and support independent journalism.
I will be involved in other hop-related projects that are in the works already. Some of them will involve other media. Some won’t. This Substack will remain a hub for any related activity to keep things simple.
Paid subscribers will get updates twice each week beginning in March 2024. Free subscribers will get an abbreviated version of what the paid subscribers see. For people who don’t like to read details, that might be the way to go. I’m going to keep the paid subscription price reasonable. If you really want to be a paid subscriber, but you can’t afford it, let me know. Please contact me and we’ll work something out. I don’t want money to be a barrier. The MacKinnon Report will present a perspective you’ll probably want to discuss with other hopheads and brewers.
I’m looking forward to the fun ahead. I have a lot to share. If you’re a brewer, this is a Substack you’ll want to follow!
FAQ
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