Global hop marketA 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 RussiaGermany 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.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
The first Pilsner Urquell Original Restaurant in Asia will open in Vietnam
cans, however this year Vietnam will receive beer barrels.
The Hanoi "POUR" is the first business of the Pilsner Urquell Original Restaurant in Asia. Architect Ji?? Hanzl?k, who was at the beginning of all Pilsner Urquell Original Restaurants, also participated in the restaurant's design. The entire equipment for serving beer from tap was supplied by a Czech company called Lukr?cius. The red seal and the green neon are a clear sign for all patrons of the restaurant that they are entering a beer heaven, which made Czech Republic famous around the world. As guests enter the nicely air conditioned place, they will be greeted by a shiny tap with four spouts and nicely placed glasses with a familiar logo. Patrons will pay an equivalent of 75 Czech crowns (4.37 USD) for a half a litre of the Pilsner Urquell lager and the maximum capacity of the restaurant is over 200 places.
As it is a tradition, a toast with the Pilsner Urquell lager opened the restaurant and a symbolic gift was given to the owner - horse shoes for good luck. These should protect the restaurant from bad powers and they have a direct connection to the Pilsner Urquell brand. They belonged to a horse which used to carry Pilsner beer at the beginning of its history.
"I know the owner, Mr. Chuyen, and I know that he is a big fan of beer and of the Pilsner Urquell brand. That is why I am not surprised about the care he gives the beer and the quality it has. The beer is stored in a cooling box and temperature in the restaurant's cellar reaches ideal
5 °C. That is unheard of in these conditions and that is why I am certain that the restaurant will be a success. Also, the care with which they care for the cleanliness of glasses and the way the beer is served prove that the POUR here could compete, in terms of quality, with any place," V?clav Berka, Senior Business Brewer from Plze?sk? Prazdroj, praised the restaurant at its opening.
Czech chef V?clav Pach prepared the menu for the restaurant. The menu includes representatives of Vietnamese and international cuisines as well as typical Czech meals, such as pork with onions, fried cheese, pork Milanese, grilled pork neck, tripe soup, which people call here "sup bao tu," other munchies to go with the beer such as preserved sausage or potato salad. "This is not my first visit here and I know that Czech cuisine will find its fans here," explained executive chef of the restaurant. Steven Hegarty from SABMiller, who is responsible for development of the Pilsner Urquell brand in Vietnam, praised both the beer quality and the Czech menu.
"I got to know the beer during my stay in former Czechoslovakia and I started to miss it after my return home. After building up my own restaurant brewery, today I reach another imaginary goal. I am opening our own Pilsner Urquell Original Restaurant in Hanoi, the first in Vietnam and in entire Asia. Today is a big day for me," shared the owner Ngo Hong Chuyen.
More than 200 guests participated in the grand opening of the restaurant. The guest list included, besides representatives from the media, also representatives from the City of Hanoi and representatives from neighboring countries such as Japan and China. In accordance with a tradition, all guests brought for the grand opening bountiful floral gifts for the garden by the entrance of the restaurant.
Our compatriots who are living and working in Hanoi did not resist and came for the event. "I am extremely happy that a Czech restaurant was opened specifically here on the route from the embassy to my apartment. It will be a nice stop on my way home from work," stated one of the Slovak guests.
Ngo Hong Chuyen, Owner of the newly opened PUOR in Hanoi
Pan Chuyen is the Czech Consul in Ho Chi Minh City. He lived in former Czechoslovakia as a student and after his return to Vietnam he started to build his own companies. Besides the newly opened PUOR, he runs two breweries in Hanoi and in Ho Chi Minh City, which are run under the business name Hoavien and offer Pilsner Urquell from bottles and in barrels. He travels to Czech Republic on a regular basis and of course he also visited Plze?sk? Prazdroj. He is a father of six.
Concept Pilsner Urquell Original Restaurants
The PUOR restaurant is a franchising project developed by Plze?sk? Prazdroj which provides unique environment with inspiring and original atmosphere, which blends the best traditions from Czech beer making and Czech cuisine with demands of today's modern lifestyle.
8 Aug. 2011