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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.

Heineken USA® Selects NMA Group as Agency of Record

Heineken USA®, the premiere beer importer in the United States and subsidiary of Heineken N.V. (Netherlands) and NMA Group, world-class leaders in product integration, promotions and entertainment publicity, today announced that NMA Group has been hired as Heineken's entertainment marketing Agency of Record. For the first time, Heineken USA® will have one agency represent the entire brand portfolio which includes Heineken, Heineken Light, Dos Equis, Newcastle Brown Ale, Amstel Light, Tecate and Tecate Light. NMA Group will lead all entertainment initiatives within film, television, talent and entertainment public relations for the brewery and work collaboratively with Heineken's internal entertainment marketing team in New York.

"We've been thoroughly impressed with the track record of NMA Group client successes," said Lesya Lysyj, Chief Marketing Officer for Heineken USA®. "As entertainment continues to be an integral part of our marketing mix, it's important to have the right partner in place to help us reach our goals. Like Heineken, NMA Group is a pioneer in their field and we're confident that the team will use their strategic and creative thinking to build upon our strong brand equity."

NMA Group is tasked with elevating the Heineken brand portfolio within the entertainment industry by initiating targeted outreach and brand integration throughout film, television, entertainment public relations and talent connectivity.

"Heineken has been an NMA client for 13 years and we are proud to now represent the entire portfolio," said NMA Group SVP of Account Service & Promotion, Shirley Richter. "Heineken is one of those rare brands that completely reinvented its brand image and became a true leader in its category. Entertainment played an integral role in that process. We look forward to building upon the strong foundation the brand has achieved within entertainment and to take all Heineken brands to the next level."

NMA Group will work to elevate Heineken's reputation as a global leader in the malt beverage industry and to continue to establish Heineken as the official beer of Hollywood.

8 Jun. 2011



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