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4-2017

Global hop market

A 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 Russia

Germany 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.

Drinking at London 2012 will feel less ‘British’

Fuller's, who make the beer "London Pride" have told me they are "disappointed" that 2012 chiefs have decided not to use a British brewery as an official sponsor.
The Dutch beer Heineken has been appointed as the official supplier for the Games today and it will have exclusive "pouring" rights to bars at Olympic venues.
"Regardless of the decision LOCOG make, London Pride IS the beer of London and everyone at our brewery in Chiswick, West London, is looking forward to welcoming the world to our home city in 2012."
Fuller's managing director John Roberts said ahead of the official announcement.
You could argue that the Games could have given a smaller, British brewery the chance to improve their branding worldwide. But 2012 also have to make their money from sponsorship so you can understand why they would go for a bigger international company.
But I have to admit that I would love to have had the opportunity to be drinking English ales at the Games - maybe ordering a pint of "2012" or a couple of "Old Olympians" at the end of a long day. That would have been so British.
And it would have given the Games a really British feel. Now the Olympic bars are going to feel like any other sports event in the world.
But I will definitely have a drink in the Olympic Park in 2012, largely because one of the bars at the media centre will be named after my former boss and dear colleague Steve Parry.
Steve, the ex-sports editor of Reuters who worked on London's bid for the Games, knew more about the Olympic movement than any other journalist I've met. He died suddenly during the 2008 Beijing Olympics and the Olympic journalistic world misses his wisdom.
3 Feb. 2011

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