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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.

UK. Halewood International unveils new female-focused cider

Halewood International, a producer and importer of fine wines, spirits and speciality drinks in the UK, will launch new Lambrini Cider to both the Off-Trade and On-Trade on 28 September, targeting female consumers.

Developed after a two year research program involving the female consumer across a number of the company's brands, the product will be available in three flavors including Pear and Apple, Forest Fruits, and Summer Fruits.

According to the research, the majority of ciders have male oriented packaging, with consumer communication being similarly male biased.

Halewood director of innovation Richard Clark said Lambrini Cider will tap into the strength of the core Lambrini brand equity and provides an exciting entrant into the market.

"It will meet demands from female consumers by offering unique packaging for both pubs and supermarkets coupled with a range of great tasting liquids underpinned by significant marketing investment," Clark said.

The company said Lambrini Cider will provide marketing support including TV, a major sampling programme PR and social media activity to build awareness

6 Sep. 2011



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