The exceptional quality of Belgian hops, its rich cultivation tradition and its many and new varieties have led to a worldwide increase in interest in our hops. The long tradition of hops in Belgium and the expertise of the growers are world renowned and deserve due recognition. AB InBev also wants to contribute by using Whitbread Golding hops, a typical variety from Poperinge, for brewing its like-named Leffe Royale. By supporting local hops cultivation, AB InBev hopes to breathe new life into the Belgian hops culture. The consistent growth in volumes of Leffe beer, with its global increase of 64% since 2007, promises a bright future for further cooperation with Belgian hops growers.