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.
Small brewers say they’re victims in Miller-Bud war
The Legislature's Joint Finance Committee last week approved a measure aimed at keeping Anheuser-Busch Inc. from aggressively moving into Wisconsin by preventing brewers from owning wholesale distributors.
Tim Roby, spokesman for the Wisconsin Beer Distributors Association, said the move would prevent Anheuser-Busch, makers of Budweiser products, from buying up distributors across Wisconsin to drastically increase its presence in a market dominated now by MillerCoors.
"We believe everything that small craft brewers can do today, they'll be able to do once the bill is signed and passed into law," he said.
Local brewers, including Don Zamzow of Bull Falls Brewery, insist that a number of the proposed changes could stifle a now-booming craft beer industry.
"On the surface it all looks well and good as a turf war between those two big guys," Zamzow said. "But it doesn't take long to get to craft beers."
The measure allows brewers that make 300,000 barrels of beer to continue to distribute their own beer, as Bull Falls does, but would prohibit a small brewery from having two retail licenses. A brewer could keep one of its retail licenses if it had the license before Jan. 1, 2011.
Zamzow said that without its retail license, Bull Falls would have struggled to get started. The brewery still makes 80 percent of its money in its own bar on Wausau's east side, and at one time almost all of its sales came from the taps before it found places that would stock Bull Falls beers.
"I can guarantee you there won't be a (new) startup," he said.
Zamzow said legislators need only to add a blanket exemption to the bill that excludes small beer makers from the changes. Several legislators who sit on the Joint Finance Committee did not return phone messages last week to comment.
Kevin Eichelberger, brewmaster at Red Eye Brewing Co. in Wausau, said his restaurant-brewery might not see immediate changes, because he operates under a different type of license. But stifling wholesale distribution ultimately could hurt the business if Red Eye decides to distribute more of its beer in the future.
"I don't want to be told somewhere down the road that 'Hey, you're not going to be able to do this or that,'" he said.
6 Jun. 2011