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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.

India. SABMiller launches beer in PET bottles

Now, you can carry your beer with you without worrying about them breaking. SABMiller has launched its strong beer brand Haywards 5000 in PET bottles in India, following which many other breweries are actively working on introducing the new packaging material for their beer.

Priced at Rs 120, the 1-litre Haywards 5000 PET bottle has been launched in Nagpur. It will be first made available across markets in Maharashtra before a national level launch. Against the 650 ml glass bottle or metal can, the PET bottle is slightly larger and can be resealed.

“SABMiller has experience with packaging beer in PET bottles in countries like Poland, Romania, Slovakia, Russia, Czech Republic and Ukraine. With the launch of beer in PET bottles, we are catering to the evolving needs of our consumers,” said Sundeep Kumar, director, corporate affairs of SABMiller India. The company also plans to launch other beer brands like Foster’s and Knock Out in PET bottles in future.

Other breweries too have started exploring the new packaging material. Packaging solutions company Manjushree Technopack is working on this with a few breweries, including UB Group.

“Compared to glass bottles, plastic bottle filling lines are expensive. Flash pasteurisation is needed while filling beer in PET bottles. However, as the take-away consumption of beer is increasing rapidly, PET bottles will become a major growth driver,” said Vimal Kedia, managing director, Manjushree Technopack.

According to research agency Datamonitor, by 2013 the Indian beer market is expected to be worth $6.4 billion, a growth of 86.3 per cent over 2008. In terms of volume, the market is expected to grow from 1.3 billion litres in 2008 to 2.1 billion litres in 2013. There is a major shift happening from on-trade consumption to off-trade or take away consumption, says Datamonitor.

16 Mar. 2011

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