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.
Robert Lobovsky will become Head of Global Marketing for Pilsner Urquell
„One of my main tasks is going to be building a unified look for the Pilsner Urquell brand in all world markets,“ says Robert Lobovsk?. „I will focus on developing international programs to help develop the brand, such as reward programs, education of partners about the history and about how to properly care for the Plze? lager, and other activities which strengthen the name of the lager and promote its quality around the world. I would like to increase brand awareness and to increase the number of people who have tried, personally consumed, the beer from Plze?.“
Robert Lobovsk? has been working at Plze?sk? Prazdroj since 2003. After one year in Human Resources, he moved to export as Manger of International Business Development. For two years, he was in charge of Eastern Europe and the Middle East and the following three years he was in charge of Northern Europe. Since fall 2009, he has been in charge of International Marketing for the Pilsner Urquell brand, taking care of all European countries in which SABMiller breweries are represented.
Robert Lobovsk? was born in Plze? and he is a true patriot. At the age of 10, he emigrated with his parents to Australia, returning to the Czech Republic 16 years later. He is a graduate of Victoria University of Technology (Diploma of Hospitality Management).
He is married, has a four year old son and speaks Czech and English. His favorite pastime is spending time with his family. Some of his hobbies also include sports (tennis, squash, cycling) and photography.
With total sales of 9.9 million hectoliters in the 2010 calendar year (including sales abroad) and with exports to more than 50 countries, Plze?sk? Prazdroj, a. s., is the leading producer of beer in the region and the biggest exporter of Czech beer.
Plze?sk? Prazdroj, a. s., is a member of SABMiller plc. Pilsner Urquell is an international flagship in the portfolio of SABMiller brands.
SABMiller PLC is one of the biggest beer companies in the world, with activities and distribution in more than 60 countries on six continents. The group of SABMiller brands includes important brands such as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro and many more successful regional brands.
24 Feb. 2011