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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.


Heineken USA Names New Senior Brand Director for Heineken Lager

Osminkina brings global marketing, new brand/business development experience to team
olgaosminkinaHeineken USA Inc. has appointed Olga Osminkina to the position of senior brand director for Heineken Lager. In her new role, Osminkina will report to Laurent Theodore, vice president of marketing for Heineken, and she will be responsible for the overall strategy and sustained development of flagship Heineken Lager in the U.S. market.

Osminkina brings 12 years of marketing and business development experience from around the globe to the Heineken team. Most recently, Osminkina served as executive director of global marketing for Estee Lauder companies where she managed all aspects of marketing and business development across three brand introductions. She also brings extensive experience in rejuvenating brand performance, most recently in the perfumery and skin care segments. She has received numerous awards including an EFFIE for Best Brand Building Campaign 2010 and P&G's Presidents Award for Brand Building 2010.

At Heineken USA, Osminkina will lead the integrated marketing, communication and brand activation strategies for the Heineken Lager brand to ensure optimum penetration and sustained volume and share growth across multiple consumer segments. She will work closely with a broad range of stakeholders to ensure the superior execution of all marketing initiatives.

"We are thrilled to welcome Olga to the Heineken team," said Theodore. "Along with her extensive experience in consumer marketing and strong track record of reinvigorating brands, Olga brings a creativity, passion and an entrepreneurial spirit to her work that will help drive the iconic Heineken Lager brand to new heights in the U.S."

Heineken USA, a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.

19 Oct. 2011



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