Van Havig - QA manager at Rock Bottom at the time - gave a presentation at the 2009 Craft Brewers Conference about maximizing hop flavor and aroma. His experiments and sensory panels suggested diminishing returns on hop character above about 0.5 lb/bbl for Rock Bottom's dry hopping methods. If you can find the file (I believe it's also published in the MBAA Technical Quarterly), the homebrewer would probably love the industry insight and happily reduce his hop usage.
For a Simcoe aroma substitution, I'd try celery salt.
Joe
Ale Asylum


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