With an irreverent tone of voice and a proposition hinged on reducing water waste. A purpose-driven concept created by JDO, Hop It is a beer brand for the ethical generation that cares, not only about how good a beer tastes or how filling it is, but also about its environmental impact. However, don’t get it twisted. Hop It Brewing Co. is not your generic, green-washing sustainability brand. With an in-your-face attitude and an arresting design, Hop It Brewing Co. here is to tell it straight, break the rules and save the world.

In an exercise to spark their creativity and knack for innovation, JDO challenged themselves to find growth opportunities in the declining beer category and develop a concept that tapped into the trends driving consumer behaviour and influencing the category in a relevant and revolutionary way.