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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.

Guinness Is Going After The US Beer Market With The Launch Of Its New Black Lager

Diageo, makers of famed stout brand Guinness, is trying to make a big splash in the jam-packed US beer market with the entry of its latest product, Guinness Black Lager.

The lager has already gone through lengthy trials in Northern Ireland and Malaysia in preparation for its big day in the US. It plans to launch on September 1st, right before the start of the NFL season.

This isn't a gimmick craft beer move by Diageo -- it plans to make a real impact. Americans lagers are dominated by Anheuser Busch and MillerCoors, and that's exactly who Guinness will be competing against by trying to lure lager drinkers away with its wide appeal and taste.

Diageo North America's chief marketing and innovation officer Peter McDonough explained the rationale behind the launch in an interview with Shanken News Daily back in May:

"The fact that the U.S. is only the world’s fourth-largest market for Guinness means there’s something I’m not doing right. Americans are lager drinkers, and Guinness Stout can be challenging for some people to embrace. But now it’s in a liquid profile they love. Guinness Black Lager will appeal to the tastes of American beer drinkers."

Makes sense. But within that lies the question of the day for Diageo -- will a broad range of American beer drinkers actually go for it? It's a bit strange to think of Guinness as anything but the iconic 'perfect pint,' and this lager is meant to be consumed from the bottle, according to the Daily Mail.

Plus, will Guinness get enough Americans to go for something this different from the gold lagers they're so used to from Anheuser Busch and MillerCoors? We'll just have to wait until September to find out.

7 Sep. 2011



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