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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.

Miller ready to roll with Genuine Draft

Miller Genuine Draft lager will be making its way down south this July, following its success in Scotland over the past few years.

Brand owner Miller Brands is set to build on the beer’s popularity north of the border, where it is the number-one packaged brand, by rolling it out across England and Wales this summer.

The company aims to support the expansion with a multi-million pound campaign, to include national TV advertising and an outdoor poster campaign under the slogan Tonight, It’s Miller Time.

To begin with, efforts will concentrate on urban locations such as Leeds, Liverpool, Manchester and Newcastle-on-Tyne with a series of events called Miller Time Live to be held in venues across the cities.

Consumers will be driven to events via the internet with the launch of a new website, the Miller Time Social Media Hub.

The site will allow people to share information with friends.

“Miller Genuine Draft is a fantastic opportunity for the on-trade to offer a point of difference to consumers in England and Wales,” said managing director Nick Miller.

“The buzz created from our high-impact campaign will accelerate consumer demand and drive sales.”

The brewer will be working hard to get its message of cold filtering across — the process by which Miller Geniune Draft is made — which involves no heat.

Instead the beer is filtered four times at near-freezing temperatures through porous ceramic filters.

It claims this gives the beer a fresher taste and “fruity, hoppy undertones”.

18 Jun. 2011



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