Explaining the non-traditional approach to their flagship beer, Jarrod said, “When most people go out to a bar, they want to try different things. As long as it’s enjoyable, it doesn’t have to be 100% consistent.” Trevor added, “The dry hop is just so much fun to play around with. The flavors you can get. And there’s so many different hops right now. Everyone is clamoring for Mosaic and Citra, but there’s so much other shit out there.”



The experiment is clearly working. Whenever a new version of Musk is tapped, it’s not long for this world. Folks flock to the bars that put it on because they want to try the newest iteration, and they never know when, or if, it will be available again.



Despite the demand, Hoof Hearted is selective about where they sell their beer. Part of the reason is practicality. Trevor delivers almost every single keg himself, to nearly 73 accounts. But part of the reason is personality. As he said, “We only want to sell our beer to the places we’d want to drink it in.” So that means arcade-themed bars, hippie pizza joints, and independent music venues; places almost as far off the beaten path as the brewery itself.