MacKinnon Report
Douglas MacKinnonDeconstructing the economics of the hop market, forecasting trends and covering topics not discussed openly. An unbiased and unfiltered report on the industry from an insider's perspective.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 54 | Founded | 4 years ago | Last Issue | a year ago |
| Active | |||||
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mackinnonreport.substack.comLatest Issues
8 Questions I'd Ask a Panel of Hop Merchants
As a public service, I’ve composed a list of eight questions somebody in the hop or brewing industry should ask the handful of people who control over 70% of U.S. hop industry while they’re together on stage this morning.
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2025 State of the Hop Industry - Part 2
Author’s Note: If you haven’t yet read Part One of the 2025 State of the Hop Industry, the two can be read separately so enjoy this one and read the other when you can.
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PROFIT & LOSS
The data show the profitable years for the U.S....
2025 STATE OF THE HOP INDUSTRY - Part 1
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EXECUTIVE SUMMARY
The industry is undergoing what will be the largest contraction of acreage and concentration of power in history. At the time of this writing, there no noticeable effect of the previous three...
How to hack your hop bill?
The world’s largest breweries have purchasing agents to source their raw materials to ensure continuity of supply at low prices and favorable terms. Size matters, but their knowledge of the market gives them a competitive advantage. Other b...
2025 Hop Industry Changes
The hop industry has been through a lot the past couple years. While it may seem a lot has changed, the surplus caused by the overproduction of proprietary varieties hasn’t begun to take its toll. It’s not happening randomly. Almost as if b...
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Authors
The writers behind this newsletter.
Recovering hop merchant, nomad, entrepreneur and 20+ year hop industry veteran. I enjoy writing and this is one of the places I do it. I have a Ph.D. in agricultural economics ... Doctor of Hoponomics.
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