The Hemperor HPA is one of those beer brands that makes you do a double take — because of its delicious dankness and its ingredient usage, yes — but also because of its awesome artwork and mascot, The Hemperor. Marijuana- and hemp-themed beers are trending in the market right now, and New Belgium Brewing Co.‘s Hemperor HPA might be the category’s benchmark.
The Hemperor HPA showcases a clever union of hops and hemp, plants genetically related that produce similar organic aromatic compounds known as terpenes. New Belgium was able to use hemp hearts (meat of the seed minus the shell) which adds a certain spiciness and (to our mind) a resinous mouthfeel. These hearts come from sustainably-farmed Colorado hemp. The hearts are considered sterile, so no THC or CBD is infused. It’s basically a recipe workaround for TTB non-exempt ingredient formula approval. New Belgium created an aromatic footprint of what the hemp terpenes would look like in the beer and then recreated that using other legal plant sources.
To help personify that idea, New Belgium created The Hemperor, who brings to life the packaging. If you ever wondered what type of guy The Hemperor is (and we all have), New Belgium has brought him to life in these mini videos that it’s released on YouTube. I have to admit: I love these animated ads — especially “Jennifer” above and “Bunny” below. I already want more Hemperor .