Innovation doesn’t always come from a boardroom or a big data set, sometimes it emerges from a beer that may or may not work. It can be a brand that was brewed with an idea and intention, and an eye toward what could be next.
For New Terrain Brewing, that spirit of exploration has been embodied in the long-running North Star Series, a rotating set of experimental hazy IPAs that have become more than just a creative outlet, they’ve become a critical part of the brewery’s brand identity and product development strategy.
Head brewer Dave Johnson launched the series in 2018, shortly after joining the brewery, as a way to merge New Terrain’s ethos with the evolving tastes of hop-forward beer drinkers in Colorado. The initial idea was simple: brew a new version every month or two, each with a different theme — be it a new hop varietal, a twist on fermentation techniques, or a unique combination of international hop terroirs.
“We wanted to explore publicly so the consumer could be on the journey with us,” Johnson told Brewer in a recent interview for a Brew Review on the series. “The series was introduced to our lineup as a way to embrace our brewery slogan by publicly experimenting with what at that period in time was a burgeoning style of beer.”
More than just a fun side project, the North Star Series has provided a practical testing ground for new brand development. Some hops featured in past versions have gone on to inspire seasonal releases or have made their way into flagship beers.
Johnson pointed to Version 14, which introduced the team to the red berry notes of the French hop Barbe Rouge. That sensory impression laid the foundation for Cosmos Chaos, a seasonal that’s become a recurring favorite.
“We’ve also used sensory feedback, both internal and external, from many of our NS releases to make adjustments to our flagship hazy IPA, Golden Haze,” he said. “On the other hand, we’ve also learned which hop varieties we don’t particularly like, such as Sabro, Vic Secret, and Talus.”
Johnson emphasized that while the hits are rewarding, even the misses serve a purpose. That is especially true when the team keeps the audience involved. Having a philosophy like that is part of why the series has maintained a loyal following, even as the frequency of releases has slowed to make room for growing demand on their core lineup.
“If you are passionate enough about beer to start a brewery, then you are curious about how to make your beer better,” Johnson said said. “Rather than doing pilot trials in-house and trying to work out how your observations would scale, why not show the consumer that you are constantly working on your beer and trying new things and let them in on the fun?”
Each new North Star release starts with internal conversations. Many start with hop suppliers who offer insights into what’s new, what’s trending, and what varietals might pair in unexpected ways.
Version 44 featured Anchovy, a divisive hop known for a watermelon candy character. For Version 45, Johnson and his team selected the experimental hop HBC 1019, which they had sampled with another brewer at the Craft Brewers Conference in Indianapolis.
“These conversations help us look at specific lots to bring in distinct flavors and aromas we’re looking for from these hops,” he said. “We were excited to have the opportunity to play with them.”
To keep the series recognizable but still varied, the brewery learned early on to differentiate each version not just with ingredients, but visually.
“For a while, when we started canning this series, we had people come to the bar and say they’ve had ‘North Star’ before, not realizing that it was a series of many versions,” Johnson said.
READ MORE: Hop Tools and Techniques That Fuel New Terrain’s North Star Series
That branding clarity helped the series stand apart while still tying into New Terrain’s larger narrative, an approach that other breweries might benefit from when considering their own experimental series.
While Johnson advises fully committing to the idea, he also warns against becoming overly fixated on a release schedule.
“Now that we have established the brand, there is an expectation for consistent releases,” he said. “We’ve done our best to avoid falling into a specific frequency for fear of just churning something out to keep the series going rather than to use it as the tool we created it for.”
Despite the challenges, Johnson said the wins have outweighed the risks. The brewery has scaled North Star batches from 10 to 30 — and even 60 barrels — as demand has grown. Consumers now look forward to each new version even without knowing exactly when it will arrive or what adventure in hops or techniques it might take them on.
“Our tagline is ‘For those who wander,’ and we wouldn’t be living up to that if we didn’t boldly explore the beer we brew,” Johnson said.
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