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4-2017

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.

United Breweries launched Heineken in India

Heineken, the global beer brand has been launched in India by United Breweries. United Breweries announced the launch of locally brewed and bottled Heineken®beer from their brewery in Taloja, near Mumbai.

Heineken is positioned as a super-premium lager beer that will target the discerning beer drinker in India.

Commenting on the launch, Mr. Kalyan Ganguly, President & Managing Director, United Breweries Limited said, “Heineken, the world’s favourite super premium beer brand will appeal to affluent, sophisticated and discerning consumers in India. We will leverage our deep understanding of the Indian beer market, and complement that with robust marketing programmes and the strength of our nationwide distribution network, to bring to Indian consumers this truly iconic global beer brand. This is a significant and exciting consumer experience that United Breweries has brought to India.”

Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited said, “The taste and quality of Heineken brewed and bottled out of India is true to the original time-honoured recipe handed down the generations. The brand has been well received in Mumbai and Pune and we now invite rest of India to “Open Your World” to Heineken!”

Heineken is available in pack sizes of 650 ml and 330 ml sizes and is priced at Rs. 150/- and Rs. 80/- respectively, in Delhi.

13 Sep. 2011

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