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4-2017

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 publishes 2010 Sustainability Report, ‘Brewing a Better Future’

Heineken N.V. published its 2010 sustainability report, ‘Brewing a Better Future’, which takes its theme from Heineken’s integrated approach to sustainability that was launched in April 2010. The report summarises Heineken’s delivery against its public commitments, as well as overall progress on its global sustainability strategy.

In addition, the report provides detailed updates on the company’s 23 integrated programmes, built around its three strategic imperatives:
•Continuously improve the environmental impact of our brands and business
•Empower our people and thecommunities in which we operate
•Positively impact the role of beer in society
Jean-Fran?ois van Boxmeer, Chairman of the Executive Board/CEO, said: “Brewing a Better Future puts renewed focus on our determination to create value at all levels of society and for all our stakeholders. Delivering on the targets we have set ourselves will impact the way in which we bring our brands to market, improve our environmental performance, contribute to our communities and engage all stakeholders.”

Highlights from the Heineken 2010 sustainability report:
•In 2010, ‘Brewing a Better Future’ was rolled-out internationally. Fifty Heineken markets now have a three-year sustainability plan in place with clear deliverables, targets, budget and roles and responsibilities. In addition, each company has established a sustainability committee that is responsible for the development and roll-out of the local sustainability agenda. During the year, 21 markets published their own local sustainability reports.
•In 2010, Heineken conducted two water footprint studies, in Egypt and Slovakia. The water footprint is an indicator of freshwater use that looks not only at water usage in breweries, but also takes into account the water use by all the products, processes and services that are required to produce beer. The studies found that more than 90 per cent of the water footprint is related to the cultivation of crops. The studies’ findings raised interesting questions, such as how to involve suppliers in water reduction strategies and how to balance local sourcing with the impact of crops on local water sources.
•To serve the company’s beer at the optimum temperature, Heineken aims to use refrigeration equipment with a low carbon footprint and energy consumption. The company’s policy is that wherever it is technically and legally possible, every new fridge Heineken buys will include the safe and more environmental friendly hydrocarbon refrigerant, uses LED illumination and has a thermostat with an energy management system for large fridges. Combined these three elements are expected to yield energy reduction of at least 35 per cent. In 2010, the company began implementing this new approach and 80 per cent of the new fridges met at least one of the above standards.
•In January 2010, Heineken donated an additional €10 million to the Heineken Africa Foundation. This money enabled the Foundation to initiate three new projects focused on the fight against HIV/AIDS in African communities where the company operates, which were announced at the company’s HIV/AIDS Symposium in March 2011.
•Heineken developed several initiatives to endorse the company’s responsible consumption programme ‘Enjoy Heineken® Responsibly’ (EHR). These included new design rules and guidelines to have the EHR logo on all primary and secondary Heineken packaging. In addition, all UEFA Champions League (UCL) broadcasts included perimeter advertising featuring an EHR logo where legally allowed.
Heineken’s 2010 sustainability report reflects feedback that the company received by reaching out to numerous stakeholders throughout the year and the report is based on the disclosure guidelines of the Global Reporting Initiative (GRI).

15 Apr. 2011

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