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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.

Heineken announces its new corporate visual identity

Heineken today announced the launch of a new global company visual identity that reflects the significant transformation of the Heineken business over the past decade.

At the heart of the new company identity is a re-designed Heineken name, appearing in capital letters, complemented by a red spark to represent the spirit and energy of the company’s more than 70,000 employees worldwide. The logo will appear on all corporate publications, printed materials, the corporate website (www.theHeinekencompany.com) and will be used in some capacity by the majority of its operating companies worldwide.

The visual identity and design of the iconic Heineken beer brand remains unchanged.

“Heineken has evolved significantly during the past ten years. Today, our company has the most global footprint of any brewer, we have a portfolio of more than 250 beer and cider brands and we employ more than 70,000 people. The new identity differentiates the company from the Heineken brand. In doing so it better reflects who we are today and the company we aim to be tomorrow,” said Jean-Fran?ois van Boxmeer, Chairman of the Executive Board and CEO.

From today the Heineken company name will always use capital letters. This helps to distinguish the corporate name from the company’s iconic beer brand. It is also the way the company name was originally written when Heineken was founded in 1864, reinforcing the strength of the company and reflecting its long history. The new identity pays respect to the Heineken brand and heritage, whilst at the same time creating a distinct new identity for the company.

The new visual identity will be rolled out internationally starting in October 2011.

Amsterdam-based branding and design agency VBAT developed the new visual identity for the company.

20 Sep. 2011

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