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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.


India. Kingfisher Ultra & Red to be available nationally soon

United Breweries, the country's largest beer and liquor major, today said it would soon expand its presence in new markets with its premier brands Kingfisher Ultra and Kingfisher Red. "The Kingfisher Ultra, which is our super premium mild beer brand, will be extended. It is currently available in 11-12 markets and we will be expanding it to 15-20 markets," UB Group Vice-President for Sales & Marketing Samar Singh Shekhawat told PTI here. "The Kingfisher Red, a premium strong beer brand, is currently available in the North and the East. In the next 12 months we will see both the West and the South getting covered," he said. The company recently launched locally brewed and bottled global beer brand Heineken from its brewery at Taloja, near here, Shekhawat said. Heineken and the UB Group had inked an agreement in 2008 and started selling the imported beer in the country a year ago. The product is at present available in Mumbai, Thane, Pune, Banaglore, Kolkata and Goa. The locally brewed Heineken will be available in about 15 cities in the next two years. The domestic beer market is 230 million cases per annum, of which 80 percent is strong beer and the rest is mild super-premium category. "Of all the premium mild beer market, where Heineken is available, it has got 4 to 5 percent market share in the premium mild beer market," Shekhawat said.
31 Oct. 2011



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