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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.

Grolsch chooses Alfred as advertising agency

Starting August 2011, beer brewer Grolsch will join forces with advertising agency Alfred. After an expansive market exploration, it became clear that Alfred would be the most suitable advertising partner for Grolsch. Alfred will be playing an important role in communication strategy and creation for the Grolsch brand in the Netherlands.

In the coming years, Grolsch will focus on growth and considers Alfred a strong business partner in this quest. The no-nonsense culture of the agency fits well with the approach that Grolsch envisions. In addition, the work presented by Alfred, its experience and the connection with its team were all deciding factors.

In choosing Alfred, Grolsch ends its long-time collaboration with advertising agency DDB. "For over seven years we've enjoyed a great and intensive collaboration with DDB. They have secured the position of the Grolsch brand in the Dutch market in an excellent manner. Of course it's a shame to have to say goodbye to an agency after such a long and successful collaboration, but we think it's time for a new approach," says Jan Nales, Marketing Director of Grolsch.

Marcel van Wing, Managing Director of Alfred: "Alfred is happy! Let's be honest, Grolsch is a Dutch icon. A mighty beautiful brand that will be great to work for."

26 Jul. 2011



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