Marketing a new beer

A beer company decided to make a new beer, very modern and non-traditional. They looked at all the ingredients, and decided to keep with malted barley and water, but do away with hops, because the hops they used were very bitter.

The new beer proved to be much healthier, and they were confident that they had a winner on their hands.

However, after the new beer launched, it completely bombed in the market.

Why?

Customers said it was completely hopless.