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. Lawmakers Serve BEER Act for Consideration
“As a small business, we face a lot of unique differences in the economy’s scale,” said David Thibodeau, president and co-founder of Ska Brewing Co. in Durango, Colo. “We have higher costs for production, packaging, getting our beer to market and raw materials.”
Thibodeau said he is hopeful he may soon be able to offset those higher costs and grow his staff fast enough to keep up with demand, if a new Congressional measure comes to pass.
The Brewer’s Employment and Excise Relief Act, introduced this month by Sen. John Kerry (D-Mass.) and Sen. Mike Crapo (R-Id.), would cut excise taxes for the nearly 1,700 small craft breweries nationwide. Brewers currently pay $7 per barrel on their first 60,000 barrels, the act would cut that figure in half, theoretically giving small breweries more money to invest back into their businesses. For breweries making more than 60,000, the rate would fall from $18 to $16.
Breweries that make less than two million barrels per year are considered craft producers; however this act would raise that number to six million barrels annually. The measure has 23 co-sponsors to date, and a House of Representatives version is expected soon.
For Ska Brewing, which produces 15,000 barrels per year, the measure would save an extra $52,500 annually.
“A tax break like this would be wonderful, because I know for a fact that we would reinvest it into the business and community,” Thibodeau said. “To take this burden off of small businesses is great. Creating 45 jobs in a town like Durango has a big impact.”
Bob Pease, chief operating officer of the Brewers Association, said that small brewers today only make up about 5% of the total beer market in the U.S., but employ nearly 50% of the jobs in the beer industry. He argued that this excise cut would give smaller breweries the chance to stimulate their businesses and ultimately grow jobs.
“Beer excise taxes were put into place to fund the Civil War,” Pease said. “They are not levied on whether you are profitable or not. We kind of consider them regressive, but understand they need to be paid. If the rate is cut, it’s significant for a small brewery.”
Pease said that one barrel of beer is 31 gallons, and for every 1,000 barrels of beer a brewery grows, they hire on average about one full time employee.
A March 2010 economic impact study by Dr. John Friedman of Harvard University, which assumed a passage date of January 1, 2010, found that the proposed reduction in the federal excise tax on beer produced by small brewers would increase economic activity by $116 million in 2010 and $734 million over five years. The same study found that the bill would create 4,200 jobs over the next five years, with 2,700 of those jobs created in the first year and 375 in each subsequent year.
Kris Oyler, co-founder and CEO of Steamworks Brewing Company, also located in Durango, Colo., said the money would create significant job growth. Steamworks brews about 1,400 barrels a year because it is primarily a restaurant, but would be able to hire a part-time employee with the $5,000 it would save annually.
“This provides some equalization,” Oyler said of the measure. “Small businesses need some help. These laws were made in the 1970s, when there were roughly 40 craft breweries in the U.S. That has grown to over 1,500. We need to update our legislation.”
23 Mar. 2011