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 at Brau Beviale 2010
Ideas to make beer even more enjoyable
“Monaco” glasses made perfect for the senses
Which glass is the most suitable for the enjoyment of beer? The sommelier trainer Martin Darting can well imagine the answer would be the new glass design “Monaco” from RASTAL. Because to make sure the new “Monaco” series will now make enjoying a beer a truly “royal” experience, the glasses were meticulously tested by sommelier trainer Martin during their development to determine how they influence the senses of taste and smell.
The conclusion: the Monaco 0.3l and Monaco 0.5l, which, as Darting found, “provide high aroma intensity with fast foam creation and long-lasting foam stability. Taste development is restrained – noticeably regarding bitterness – but yields a striking degree of aroma fullness. A glass that surprises, and whose distinctive characteristics make it a winner despite its smaller capacity.” Darting’s findings also established that the elegant wheat-beer glass character of the “Monaco” design provides a freshness and clearness that make it especially suited for Kristallweizen beers.
Beer Star Award and Trophy 2010
Beer-tasting and evaluation is also the focus of the second important RASTAL theme at this year’s Brau Beviale. And the experts in the field of decorated and drinking glasses are once again this year partners of the European Beer Star Awards presented by the Association of Small and Independent Breweries of Europe. 955 beers in 44 categories from all corners of the world will be judged for the Beer Star Award in this year. The three best in each category will be taking home the trophy won by the brightest stars in this year’s beer heaven.
It was conceived by two designers; Harald Kl?tzl, based in Munich, and RASTAL Design Head, Carsten Kehrein, H?hr-Grenzhausen. Production is in the hands of RASTAL: special highest-quality one-off production of a heavy glass cylinder, weighing more than two kilos, its lines symbolizing a beer glass in simplified form. The special feature: the solid glass body of the Trophy allows the attractive interplay of the laser-engraved logo and text elements to be seen from any viewing angle. The ranking is identified by the colours of the decoration elements, which shine in the Trophy’s traditional gold, silver or bronze.
Promoting football and high-tech
A number of new decoration ideas and techniques are also on the RASTAL programme at Brau 2010. With its sights on coming major events, RASTAL is presenting concepts for glass design and decoration for promotions timed for the FIFA Women's World Cup 2011 on its stand. As an example, in keeping with the trend to individualization, a new laser technique from RASTAL can be used with little expenditure in time and costs to produce “individualized” glasses bearing the names of the participants for a prize draw as part of a promotion. Quite a number of marketing experts may well be already thinking that this creative possibility will be the Christmas-gift trend in 2011.
And that’s not all. RASTAL is also presenting the first results of its new relief technique: for the first time, raised or sunken relief motifs can be applied to existing stemmed glasses. This is achieved seamlessly, creating a both visual and haptic impression of highest quality.
And from the Pepsi glass with paste gem decoration to Redd’s or the Carlsberg “glass-as-bottle”, to a great diversity of on-pack solutions, there are so many surprising ideas to admire again which were offered to an enthusiastic promotion world in 2009/2010 – and with more to come in 2011.
Chocolate meets beer
RASTAL does not only make the “bespoke suit” for a beverage, it also thinks ahead to benefit its customers. The cross-marketing concepts developed by RASTAL provide a powerful performance environment for the core theme, the beverage – from logistics to the visual appeal of a glass, to successful presentation, finishing with pure enjoyment. Latest example, in perfect time for this year’s Brau Beviale: the well-known chocolatier, Sabine Pauly, has created three beer truffles for RASTAL, which, enjoyed with a glass of chilled, refreshing beer, bring to the fore the harmony of taste in malt, hops and chocolate.
Tailor-made for the aroma spectrum of each of the beer varieties, little hand-crafted artworks are created that straightaway make enjoying the combination of beer and truffles 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 a 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.
Brau Beviale and twenty-five million environmentally-friendly glasses
Meanwhile, just a few weeks ago, RASTAL celebrated a “crystal” jubilee with its environmentally-friendly UV printed glasses: during the last three years, twenty-five million glasses have been printed by RASTAL in H?hr-Grenzhausen with pin-point accuracy and faithful colour-scheme reproduction – an increasing share of overall production. The automatic printing machine for this world’s first was developed by RASTAL itself, supported by its partners, Karmann, ISIMAT and Marabu Farben.
Managing Partner Stefan Sahm-Rastal: “Brau Beviale is the ideal platform for us to present each year our newest innovations, developments and concepts to our customers. For all of us in the market, this has great value. Because here, year after year, through exchange, the joint wealth of experience of the sector grows, helping each individual brand to create its own special enjoyment experience.”
19 Nov. 2010