The article provides an overview of the growing hop cultivation in Italy, a sector that has seen a surge in interest, especially due to the rise in craft breweries. The lack of domestic supply has led to a significant increase in hop imports, primarily from Germany. The cost of setting up a hop farm, including seedling purchase and installation of necessary equipment, ranges from 35,000 to 40,000 euros per hectare. The total investment can go up to 90,000 euros for second-hand machinery. The revenue from selling dried hops varies between 9-10 euros and 22 euros per kilogram, depending on the sales channels. The financial viability of hop farming depends on the size of the farm and integration with other crops. The market potential is linked to the programming and investment plans of breweries.