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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.

Brewdog launches Viagra beer to celebrate royal wedding

Brewdog is to launch a beer containing Viagra, horny goat weed and chocolate to mark the royal wedding next week.
Only 40 bottles of the 7.5% ABV beer, called Royal Virility Performance, will be available to buy and the beer will only be sold from the brewer's website on the day of the royal wedding (29 April) for ?10.
A bottle has already been sent to Prince William and all proceeds will go to Centrepoint, one of the charities the Prince's supports.
Brewdog co-founder James Watt said he conceived the beer after growing angry at the number of other brewers producing special wedding ales.
“With this beer we want to take the wheels off the royal wedding bandwagon being jumped on by dozens of breweries,” he said.
“The Royal Virility performance is the perfect antidote to all the hype. A beer should be brewed with a purpose, not just because some toffs are getting married, so we created something at our brewery that will undermine those special edition beers and other assorted seaside tat, while at the same time give the happy couple something extra on their big day.”

18 Apr. 2011

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