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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.

Coors Light To Pass Budweiser As Second On Biggest Beer List?

First it was Diet Coke pushing Pepsi out of the way to take over second place on the bestselling soda list, now it looks like beer behemoth Budweiser might lose its coveted number-two slot to Coors Light.

At least that's the prediction of MillerCoors Chief Marketing Officer Andy England, who recently predicted that the silver bullet would soon overtake Budweiser to become second only to Bud Light in U.S. sales.

He also optimistically says that Miller Lite will leap frog over Bud, leaving the king of beers of the medals podium entirely.

"[W]ith brand Bud in decline and Coors Light heading for its seventh consecutive year of domestic volume and share growth, that would be like, well, trying to stop a train," Advertising Age quotes England as saying.

According to Beer Business Daily, Coors Light currently has 8.5% of the beer market share, a hair behind Budweiser's 8.7%, while Miller Lite lags a bit behind at 7.5%. Bud Light has everyone beat by a mile with 19.1% of the market.

Once the biggest brew in the country, Budweiser has seen a steady decline in sales over the last two decades. Last fall, Anheuser-Busch InBev N.V., LLC, DDS, etc., even went so far as to hand out 500,000 free samples of Bud in an attempt to renew awareness of the beverage.

"They're in trouble because they don't know how to talk to consumers," one brand expert told USA Today at the time about Budweiser. "They no longer know how to create an emotional bond."

29 Mar. 2011



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