Global hop marketA local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms.
Hop Market in RussiaGermany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
RASTAL – beautiful glasses and much more
RASTAL presents a first – beer truffles, along with know-how, quality, service and good taste
RASTAL, the leading enterprise with products in the fields of drinking-glass design, drinking-glass production and decoration enjoys an international presence. Product know-how acquired and expanded over decades has made RASTAL the sought-after and expert partner everywhere when beverages, the hospitality sector and service are theme number one.
Presentation and performance
RASTAL does not only make the “bespoke suit” for a beverage, it also thinks ahead to benefit its customers. The unique knowledge of the sector it possesses as glass supplier has allowed it in the meantime to develop comprehensive consulting services. For in the field of beverages enjoyment and service, a wide spectrum of different market requirements and conditions has developed in which new paths in marketing and brand concepts are constantly being sought. In integrated approaches, core messages of new or established brands are being adapted as basis for cross-marketing concepts. Around the core theme, the beverage, powerful performance is created for every guest, from perfect logistics to the visual appeal of the glass, finishing with successful presentation.
Beer truffles from Sabine Pauly
Latest example: the chocolatier Sabine Pauly, whose reputation meanwhile extends far beyond trade circles, has created for RASTAL three beer truffles which not only provide an unusually enjoyable taste experience as a dessert alternative, they are also ideally suited to be enjoyed together with a beer and its appropriate truffle because the harmony of taste in malt, hops and chocolate is brought to the fore best of all by a glass of chilled, refreshing beer. In tune with the current trend in the field of enjoyment, the theme “beer”, RASTAL is presenting a new, surprising and equally impressively good-tasting beer-oriented variation for gourmets. No longer does the refreshing, uncomplicated and stimulating thirst quencher with a number of varieties stand in the foreground, it is now a legendary beverage rich in tradition and with a wide range of subtly different tastes. Sabine Pauly draws on the particular qualities of pilsner, wheat and dark beer for her unexpected but delicious exclusive creations, thus demonstrating her own individual respect for the fine art of brewing. Especially made for the aroma spectrum of each of the beer varieties, chocolatier Sabine Pauly creates little hand-crafted artworks in her patisserie which, with their refined, harmonized ingredients and love of detail in their making, create a fascinating new taste experience.
- the Hefeweizen truffle with sweet, salty groundnut p?t? is an enticing contrast to the distinct yeast note of wheat beers that beer-connoisseurs value so highly, and thus creates an highly satisfying balance in taste between beer and truffles.
- the Tyrolean smoked ham, premium pilsner and fleur de sel truffle is oriented to the characteristic, smooth-bitter hops note of pilsner and combines this with the sweet-salty aroma of air-dried Tyrolean ham.
- the manjari couverture truffle with dark beer and caramel brings out the “darker” taste notes, the 64% Grand Cru high-grade cacao proportion of the couverture lends the taste spectrum nuances of fine-acidity which perfectly complement the malty-sweet caramel note of the dark beer.
RASTAL is also working to further extend its position as all-round trendsetter in service and beverages enjoyment in the future and to ensure the satisfaction of its customers with imaginative concepts. Leading experts such as the chocolatier Sabine Pauly or the sensory science specialist and sommelier trainer Martin Darting support RASTAL in the development and market launching of new glass series and innovative, highly-promising ideas in the beverages enjoyment field and hospitality sector. Always in the forefront: customer value-added based on successful brand management and enhancement – also in the periphery of the bars and restaurants sector.
19 Nov. 2010