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4-2017

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.

Budweiser Budvar to launch Facebook campaign

Czech Brewer Budweiser Budvar has launched its first Facebook campaign to highlight the taste difference between Budvar Original and American Budweiser.

The campaign - entitled “Judgement Day” - was inspired by Budvar’s participation in this year’s Taste of London, which took place from 21-24 June.

According to Budvar UK marketing controller Ian Moss, some 3500 samples of Budvar were served at the event, with a similar number of questions asked about the differing profiles of the two Budweisers.

He said: “The trade as well as serious beer drinkers are well versed in the differences, but the Taste of London experience told us there are still significant numbers of interested and enthusiastic people out there who deserve to have their curiosity satisfied.”

Budvar will be recruiting 200 judges and tasters by 29 July and applicants will have to answer five basic questions about beer preference with the qualifying entries going into a draw.

Successful tasters will be invited to explore and evaluate the differences between the two brands, before Budvar publishes its findings.

The best evaluation in the opinion of the judges will win a weekend for two in the Czech Republic.

Applications will be taken from 18 July. For more information visit www.budweiserbudvar.co.uk

6 Jul. 2011

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