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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.

Heineken to Lower Alcohol Content in One of Its U.K. Beers

Heineken NV, the world’s third- largest brewer, will lower the alcohol content of one of its major brands in the U.K. after signing a government health agreement to help reduce misuse.
The brewer, which sells Heineken, Foster’s, Strongbow and John Smith’s, aims to remove 100 million units of alcohol from the U.K. market each year through lowering the strength of a major brand by 2013, it said in a statement today, without specifying which brand.
The Amsterdam-based brewer will also show alcohol unit information on 11 million branded glasses in the U.K. by the end of this year.
“These two pledges represent a great start to what we hope will be a long term shared plan to improve alcohol awareness and reduce alcohol harm,” Stefan Orlowski, Heineken UK’s managing director, said in the statement.
13 Mar. 2011

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