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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.


Carlsberg to upgrade flagship brand

Carlsberg Group has announced a major upgrade of all key elements of its flagship brand, Carlsberg.
The upgrade, which the group says will support its ambition to be the fastest growing global beer company, encourages consumers 'to step up and do the right thing', rewarding themselves with a Carlsberg for their efforts and it carries the tagline "That calls for a Carlsberg".

The new elements are planned to complement the company’s existing “probably the best…” advertising and brand proposition, which it uses in some markets, including the UK.

The new campaign will be rolled out across a wide variety of multimedia and marketing channels from today, with a new television advertising campaign being rolled-out globally throughout 2011.

A completely new range of packaging is to be rolled out across more than 140 markets as part of the upgrade.

The company said that “the changes to both the brand proposition and the visual identity will help to make the Carlsberg brand more consistent, appealing and distinctive to its consumers in both its established and newer markets”.

The company anticipates that the Carlsberg brand will have doubled its profits by 2015.

J?rgen Buhl Rasmussen, Carlsberg's CEO, said: "People are familiar with Carlsberg but do not necessarily know what it represents.

"This global launch is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something — for heritage, for quality, for great taste and for doing the right thing.”

6 Apr. 2011



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