Pivnoe Delo


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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.


Ukraine. “Lvivske Zhyve” (Live) is now poured into PET bottles

"Lvivske Zhyve" (Live) which appeared on the market last July is available in PET bottles of 1 liter since March 2011. "Lvivske Zhyve" (Live) in the new packaging is sold all over Ukraine. The retail average price of 1 liter PET bottle makes up 7.62 UAH according to the price analysis in March.
At present the segment of live beer in the Ukrainian market is developing actively. Release of "Zhyve" (Live) in polyethylene bottles is caused not only by the brand's popularity but also by the consumers' preferences. The Ukrainian beer fans have long appreciated the advantages of a PET bottle because of its practical characteristics — impact resistance, high volume, convenience of transportation and light weight.
"Lvivske Zhyve" (Live) appeared on the Ukrainian market in summer 2010 and has gained recognition of the fans of unpasteurized live beer for a short period of time. According to AC Nielsen, from July to December 2010 the new type reached 0.55% share of the beer market. "Lvivske Zhyve" (Live) is distinguished from other beers by special production technology which allows keeping primary taste and aroma of the live beer. Peculiarity of this beer type is the absence of pasteurization and as a consequence the short shelf life — 30 days at standard temperature.
The new type is a result of the long-term work of technologists and brewers of the company — "live" beer has a relatively long shelf life which was achieved by a combination of the Lviv brewers' ancient traditions and the use of modern production technologies.

17 Mar. 2011



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