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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.

Anheuser-Busch InBev and Accenture Collaborate on Digital Merchandising Pilot

Accenture (NYSE: ACN) is collaborating with Anheuser-Busch InBev (AB InBev) on a digital merchandising pilot aimed at enhancing the efficiency of the leading global brewer’s merchandising activities at the point of sale, and increasing product sales. Financial terms were not disclosed.
Under the terms of the agreement, Accenture is working with AB InBev to pilot an innovative digital merchandising service to provide the brewer with access to point of sale data about product presence and placement that is more detailed, faster and more reliable. The pilot aims to deliver a reduction in out of stock products, improved compliance by retailers and, as a result, improved product sales.

The Accenture Digital Merchandising Service – part of Accenture’s suite of managed services for consumer goods companies - is a customizable solution that can help consumer products companies to improve their in store performance by offering them a fast and reliable view of their product’s presence and placement on the shelf. Through the service, digital pictures of the products and prices are continuously collected and monitored, and translated into information and key performance indicators (KPIs) using Accenture’s capabilities, such as mobility software, market analytics, and its unique proprietary algorithms.

This innovative approach avoids time consuming data collection activities and, by receiving both quantitative and qualitative information immediately, it allows sales reps to make better decisions faster.

The pilot is taking place in 55 stores in Russia, and the results will offer AB InBev important insights into whether the activity should be rolled-out across its Russian business or into other geographies.

“This pilot will help AB InBev to better understand how we can use digital merchandising techniques to enhance our performance at the shelf,” said Felipe Franco, VP of Information and Business Services at AB InBev. “Our visit to Accenture’s Customer Innovation Center in Milan helped us to visualize the different challenges and to shape our strategy for tackling them.”

“AB InBev has identified digital merchandising as an area where it can create improved efficiency, enhanced data and, therefore, increased sales,” said Marco Spaziani Testa, who leads Accenture’s Consumer Goods and Services practice in Central and Eastern Europe. “This pilot is an example of AB InBev’s keen focus on innovation in order to deliver an improved service to its customers and consumers.”

Accenture is delivering the work from its operations in Moscow, Russia, the Accenture Customer Innovation Center in Milan, Italy, and Bangalore, India.

About Accenture

Accenture is a global management consulting, technology services and outsourcing company, with more than 215,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.6 billion for the fiscal year ended Aug. 31, 2010. Its home page is www.accenture.com.

19 Apr. 2011



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