Partnership between White Labs Inc. and Simply Hops Ltd.

Simply Hops and White Labs announced a partnership aimed at providing the growing UK craft brew market with the very best live yeast cultures.

Chris White, founder and CEO of White Labs Inc., said "We have been searching for the right partner in Europe to bring our offer of speciality live yeasts to the booming craft brew market. We are delighted that we have found a reliable partner in Simply Hops. They can deliver strong technical support with knowledgeable people, great facilities and above all the right quality attitude."

John Moss, CEO of Simply Hops Ltd., commented "The combination of leading yeast cultures and great hops will give our Simply Hops customers the ability to produce some even more outstanding beers. Our proven e-commerce platform combined with local stocking and our in-house laboratory facilities put us in a great position to effectively support this winning combination.”

For John Moss and Chris White the new partnership is a “wonderful combination” as both partners have their strong links into the booming craft beer scene. White Labs Inc of California have focussed on developing a range of pure yeast strains and delivering these in consistent high quality to their customers. Using live yeast cultures gives a "cleaner" beer and correct selection can accentuate and modify the flavours and aromas achievable from hops both new and long established. Used correctly live yeast cultures are also a cost effective competitor to dried yeast.