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.
US. Six local breweries gather to begin second beer batch
In July of last year, the first-ever collaborative effort from Jason Oliver and Aaron Reilly of Devils Backbone Brewery, Jacque Landry of South Street Brewery in Charlottesville, Matt Nucci of Blue Mountain Brewery in Afton and Mark Thompson of Starr Hill brewery in Charlottesville produced around 50 kegs of the hoppy brew.
The Brew Ridge Trail was created two years ago as a way to help promote local breweries, much like similar wine trails throughout Central Virginia.
Starr Hill Brewery played host to the first Brew Ridge Trail collabo-fest in 2010.
Jason Oliver said this time they’d bring the brew to Nelson.
“It’s a very dark, hoppy beer,” Oliver said. “It was very successful. I thought it would be fun to do it again, but over here. So we’re going to be brewing a smaller batch, exactly one third of the size as what was brewed at Starr Hill in the summertime.”
The Black IPA is made from five different types of hops and four different malts, Oliver said. It was debuted at the Brew Ridge Trail Music Festival in Roseland last August.
Each brewery received around three kegs of the beer and some went to local bars in Charlottesville.
“The first batch sold though in probably about a week or so,” Oliver said. “It went out really quick and created a lot of buzz. It was a great beer but it was here and then it was gone.”
This year, the brewers are adding a new member to the team: Danny Wolf, of Wild Wolf Brewing Company, the newest brewery in Nelson County.
So new, that the brewery itself hasn’t even been built yet. Wolf, along with his family, operates a home-brewing store in Nellysford that opened last October.
The shop has been doing great, Wolf said. And the other members of the Brew Ridge Trail have been very welcoming.
“The beer is selling incredibly well,” he said. “Five days into selling beer we decided to upgrade our system. We nearly sold out (of beer) in the first couple of weeks. We ordered something that was three times as big.”
Aaron Reilly said the comradery among the members of the Brew Ridge Trail is something most people don’t expect.
“When something happens, like somebody’s equipment goes down, everybody jumps up to lend a helping hand. Or borrow some ingredients here, borrow some yeast there,” he said. “It’s really just a collaborative effort. Everybody has that mindset that if there is a bigger pie, we’ll all get a bigger slice.”
Unfortunately, this time for the collaborative brew, the size will be smaller.
Oliver said since their brewing system is smaller than Starr Hill’s, there will be one-third the amount of beer produced from this brewing than was produced the first time and the beer will be ready for serving in about a month.
Smaller amounts don’t equal smaller taste, though.
“I think this is a great thing to do again not only to satisfy the thirst sales out there initially, but just to do it,” Oliver said. “It was such a good beer that I’m just looking forward to tasting it again.”
10 Feb. 2011