Global hop marketA 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 RussiaGermany 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.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Brewers Cap Alcohol Levels In Flavored Malt Beverages
--Moves come after recent scrutiny of caffeinated, high-alcohol drinks
NEW YORK -(Dow Jones)- Anheuser-Busch InBev N.V.'s (ABI.BT, BUD) U.S. unit is lowering the alcoholic content in large containers of its popular Tilt malt beverage as the company seeks to improve the product's public image.
The company will reformulate Tilt to contain 8% alcohol by volume, compared with the current 12% for its 24-ounce offering, Anheuser Busch Cos. President David Peacock said at a beverage conference. The new products will hit shelves this summer, and the alcohol content in all drinks over 16 ounces will be capped going forward.
MillerCoors, a joint venture between Molson Coors Brewing Co. (TAP) and SABMiller PLC (SAB.JO, SBMRY), also has a maximum of 8% alcohol by volume for all flavored malt beverages. That company sells such products under the Sparks brand.
"Beer has always been a beverage of moderation," MillerCoors President and Chief Commercial Officer Tom Long said. When companies "mask" alcoholic beverages -- in bright colors or with hip names -- "we do it at our peril."
The moves come as malt beverages such as Tilt, Joose, Sparks and Four Loko face criticism over their marketing tactics, with allegations that the drinks encourage underage and binge drinking. A number of the products contained caffeine or other stimulants until late last year, when the U.S. government led an effort to remove highly alcoholic, highly caffeinated beverages from store shelves after a number of incidents involving young drinkers.
High alcohol levels had been one of the main draws of the products, as consumers could become intoxicated with fewer drinks. Caffeine allowed drinkers to not feel the depressant effect of the alcohol. Long said MillerCoors gave up "substantial" pieces of the market by limiting alcohol content in its drinks, but it was the responsible thing to do.
1 Jun. 2011