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. Texas Beer Distributors Back Legislation to Support Three-Tier System
Keith Strama, an attorney for the politically powerful Wholesale Beer Distributors of Texas, told a House committee that the group is "very happy" to support a substitute version of House Bill 602, which would let breweries hand visitors a small amount of beer following tours of their facilities.
The wholesalers group has opposed similar efforts in the past.
The existing three-tier regulatory system gives distributors exclusive rights to sell beer from the breweries to groceries, bars and liquor stores. Strama said the group believes changes to HB 602 would protect the system.
Strama also said a reduction in the amount of beer given out would ensure that the tours do not become de facto outlets for retail sales.
The amended version would allow breweries to distribute up to 144 ounces of beer—the equivalent of two six-packs of 12-ounce bottles. As originally written, the cap was 288 ounces. Visitors would be charged varying tour rates, depending on how much beer they want.
The amendment also clarifies that the measure applies not just to breweries that bottle their beer, but also to those that can their brews or package them in amounts other than 12 ounces. Likewise, breweries that sell draft beer only could provide take-home jugs called growlers that are sealed on-site.
The bill's sponsor, state Rep. Jessica Farrar, D-Houston, said after the hearing that all revisions could be completed as early as today and voted out of the House Licensing & Administrative Procedures Committee by week's end.
Brock Wagner, founder of Saint Arnold Brewing Co., told the committee that more than 50,000 people toured his brewery last year. Being able to send those tourists home with beer would be his most important marketing tool, he said.
Wagner said afterward that he is cautiously optimistic about passage, after falling short in 2007 and 2009.
The wholesalers remain opposed to a separate measure to allow brewpubs—restaurants that make beer—to increase production and to package some beer for off-site sale through distributors.
Strama said the law allowing brewpubs clearly denotes them as retailers, and allowing them to sell off-premises could have consequences for the three-tier system.
The Beer Alliance of Texas, another distributor group, voiced support for both bills.
23 Mar. 2011