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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.

Carlsberg to distribute Staropramen in UK

Carlsberg UK is to market and distribute Czech lager Staropramen in the UK on behalf of owners StarBev from 14 August.

Staropramen was acquired by private equity firm CVC Capital Partners in 2009 from AB InBev and is currently the third most popular draught World Beer in the UK market, according to CGA data.

Carlsberg will take over from AB InBev as the UK distributor.

It means Carlsberg UK now has three out of the top four World Beer brands in the on trade — including San Miguel and Tuborg — giving it a 32% market share in the category.

“This reiterates our ambition to continue to grow market share in the UK and underlines our determination to be the leading player in the fast-growing World Beer category,” said Carlsberg UK chief executive Dr Isaac Sheps.

“We are mindful of Staropramen’s strong Czech heritage and we intend to use that to drive the brand to great heights in both on and off-trade in the UK.

“We look forward to working together with our new partners and with our customers to grow the brand in the UK.”

StarBev chief executive Alain Beyens added: “Our partnership with Carlsberg UK is a strategic one and is meant to add significantly to the international development of Staropramen, our flagship brand. We look forward to working together with our UK partner to this end.

All existing customers will be informed about the upcoming change in writing, and Carlsberg UK will commence deliveries on 14 August.

22 Jul. 2011



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