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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.

UK. Brewers launch new female-friendly beers

Two of the world’s biggest brewers, Molson Coors and Carlsberg, are to launch new ‘female friendly’ beers into the UK to stem the decline in beer sales by targeting females.

Molson Coors, the Carling brewer, will reveal a new beer for women today called Animee, according to media reports this weekend.

The company is also set to reveal a 4.8% premium version of Carling called Carling Chrome today, described as being less carbonated and having a lighter colour than standard Carling, according to Publican Morning Advertiser’s sister title The Grocer.

Animee, from the French word for motivated, is billed as “bloat-resistant” - less gassy and lighter tasting than most beers. The company spent two-and-a-half years developing the beer at a cost of ?1m.

It will be available in 275ml bottles in three varieties — standard, rose and citrus.

Kristy McCready of Molson Coors told the Mail on Sunday: “The perception is that beer is a laddish drink so Animee will be more sophisticated and playful.”

According to Molson Coors, just 17% of beer in Britain is drunk by women, compared to 25% in the United States.

Meanwhile, Carlsberg — which last year launched its Eve brand aimed at women — is to introduce its female friendly Copenhagen brand into the UK in 2012 after its debut in Denmark this year.

According to the brewer’s website: “The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design.

“Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.”

The beer is also served in bottles.

Jeanette Elgaard Carlsson, international innovation director at Carlsberg, said: “Many young people aren’t keen on the bitter aftertaste of beer. Here our surveys show that with Copenhagen we have created a highly drinkable beer with a balanced taste — a real alternative to white wine and champagne.”

19 Jul. 2011

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