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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.

Rexam’s two-piece, one litre beer can hits Western Europe

Carlsberg has released a new king size beer can in Germany that brings Rexam’s two-piece one litre can into Western Europe for the first time.

rexamRexam said the King Can has already been used in Russia and its popularity there gave Carlsberg the confidence to use the pack for its Tuborg Pilsener beer in Germany.

“The popularity of the 1 litre can in Russia proves that consumers enjoy having the option to purchase the larger size, encouraging Carlsberg to release it into the German market,” said Welf Jung, business development director at Rexam Beverage Can Europe and Asia.

Jung told BeverageDaily.com that Carlsberg is also releasing the can in response to growing demand for an alternative to the three piece non-aluminum 1 litre can range – already available in some parts of Germany.

Two piece DWI (Drawn Wall Ironed) are a popular format for normal sized cans but are new in the extra large one litre format. Rexam is the only manufacturer to produce the can type.

Size matters

Explaining what the can has to offer brand owners, Jung said: “The unique size of the can differentiates the product from other more conventional sized beer cans - it also provides a considerable amount of surface space to display branding and eye catching design.”

And for consumers, he said: “It has all the benefits of a ‘normal’ size can, being easily chilled, staying cooler for longer, easily stackable and transportable and 100 per cent recyclable.”

Rebranding at Carlsberg

Carlsberg is introducing the new 1 litre can into the German market as it begins a major branding overhaul that includes the introduction of a new slogan -“That calls for a Carlsberg”.

J?rgen Buhl Rasmussen, Carlsberg’s CEO, explained what the company is looking to achieve.

“People are familiar with Carlsberg but do not necessarily know what it represents. We want people to know that Carlsberg beer stands for something - for heritage, for quality, for great taste and for doing the right thing.”

14 Apr. 2011

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