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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.

Heineken grows beer sales in Romania by 7% while local market plummets

Beer producer Heineken Romania grew its turnover by 7 percent last year in Romania, to around EUR 222 million. “In 2010, Heineken Romania reported a 7 percent increase in turnover compared to 2009, despite the downwards trend of the Romanian beer market. This performance demonstrates that our long term strategy to focus on the market share in value pays off, even during a difficult financial and economic year such as 2010,” said an Derck van Karnebeek, managing director with Heineken Romania.

The volume of beer sold by Heineken in Romania grew by 6 percent last year compared to the previous. The company plans to add eight more international brands to its sales portfolio in Romania, starting April this year: Amstel, Birra Moretti, Krusovice, Foster’s, Murphy’s, Strongbow, Sol and Desperados.

The company owns four factories in Romania – in Miercurea Ciuc, Constanta, Craiova and Mures and it employs 1,100 people in the country. It sells beer brands Heineken, Silva, Ciuc Premium, Golden Brau, Neumarkt, Bucegi, Edelweiss (import), Zipfer (import), G?sser, Schlossgold, Gambrinus, Harghita and Ha?egana.

The beer market dropped by 3.5 percent in Romania last year, according to the Brewers of Romania Association.

7 Apr. 2011



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