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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.

SABMiller: Czechs like 11° beer more and more; in 2010, Kozel served 20 percent more of it

Kozel on tap did well in 2010. More than 11.6 percent of this beer was sold in comparison with the previous year, in spite of predictions by the Czech Beer and Malt Association of a decrease in Czech beer on the Czech beer market. Most popular among beer drinkers was Kozel Medium. Last year the light 11° beer recorded an increase of 22.5 percent, which also represents the biggest increase in history.

The increase in VAT in 2010 also influenced the consumption of beer on tap. Based on data provided by the Czech Beer and Malt Association, consumers drank 4 percent less beer last year, which resulted in more than an 8 percent decrease in production. However the 11° beer from Popovice is doing well. "An increase in consumption of Kozel Medium on tap corresponds to the demands of consumers who showed increased interest in the beer and thereby increased the market share of the beer," explains the manager of the Velkopopovick? Kozel brand, Vladim?r Van?k.

The growing preference for Velkopopovick? Kozel, which has been steadily increasing in the past 11 years, confirms the results from the Zlat? poh?r Pivex (Pivex Gold Cup) - Pivo (Beer) 2011. The newest of the beers from Popovice, Kozel Medium, got the highest score as the best 11° beer in the most prestigious category of light lagers, leaving behind 14 competitors.

Kozel Medium is a light lager that complements other variations such as Light, Premium and Dark. The 11° beer is typified by its strong flavour, which marries tones of malt with a light bitterness of hops. The 11° beer is served in bottles, cans, 30-litre and 50-litre kegs, and 10-hectolitre tanks.

15 Apr. 2011



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