"I would love to tell you just what gives this product that special aroma but I cant. If it was as simple as like the thing from the micros that you have pointed out, I would, but its not simple in fact, quite complex."
I will take a guess that the person who made the above statement is Grant Sampson. If it is, keep in mind that this is the same person who advocates fermenting all ales in the mid twenties (degrees celsius) and who also has informed people the best time to add finings is well before fermentation has finished (and I'm not talking about kettle finings).
Jamz, the question you asked was not complex - do you use aroma hops in a certain kit? The answer is either yes or no and if the answer is yes, it is this particular hop. If he doesn't want to answer, that's his prerogative but to intimate that he can't tell you because you couldn't possibly understand such complex processes is ridiculous. There are many people (not professional brewers either), many who contribute to this forum who have forgotten more about beer than Grant Sampson will ever know (once again assuming he was the one who responded to your email).
Postmodern and ausdb have hit the nail on the head, the hops in these kits whether it be bittering agents or otherwise come out of a bottle. It would definitely destroy the illusion of exclusivity if he were to say a particular kit contained 100% pale liquid malt extract from Coopers and was bittered with x amount of isohop. Fancy that, wort being made from malt, water and hops. Look out world, the cat's out of the bag.
This type of attitude often leads brewers to delve more deeply into the process of brewing. The fact that you were interested enough to ask about aroma hops indicates that you may just one day ditch the secrets held in the Morgans vault and seek more control over the flavour, aroma and colour elements of your beers. And who knows, one day soon you may be able to email Morgans and tell them that you boiled some hops in malt extract and water, cooled it down, added yeast, let it ferment and voile, beer. Surely it must be more complicated than that.
A point on the usually open-mined approach of micro-brewery operators. They will pass on information because they know if their beer is good you will buy it, as well as brew your own. A closed-minded kit manufacturer can't be as confident that you will continue to purchase their product once you know that you can do it better than them without that much extra effort.
