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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. Molson Coors announces ?7.3m Carling rebrand

Molson Coors has unveiled details of its ?7.3m rebrand of Carling that will include the launch of a premium version of the brand.

Under the tagline “Refreshing and Brilliantly British”, it's part of a strategy that aims to see Carling become a ?2bn brand by 2014 — current sales are 1.3bn sales a year.

As part of the rebrand, Carling Chrome will launch in the on and off trade from late August 2011. The product is less carbonated than standard Carling and has an ABV of 4.8%.

The launch will be supported with outdoor advertising in October 2011, followed up in the New Year with TV advertising.

The rebrand will also see Carling, along with Caffrey’s and Coors Light, launch in aluminium bottles. This will be supported within a national TV campaign breaking in September.

As part of the revamp Molson Coors is developing new fonts and new glassware available from 2012.

In additional, T-bar plagues will be available from the end of 2011 and new standalone fonts will be available from June 2012.

Chris McDonough, marketing director of Molson Coors, said: “Although Carling remains the UK’s No 1 beer brand, it has been increasingly losing ground over recent years.

"Our aim is to bring it back to being a confident and proud category leader, through the new positioning for Carling and the launch of Carling Chrome.”

20 Jul. 2011

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