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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.

US. Miller Genuine Draft goes for packaging makeover

MillerCoors, a joint venture of SABMiller and Molson Coors Brewing Company, will unveil a new primary and secondary packaging for Miller Genuine Draft, which will appear at retail in the weeks to come.

The brewing company said Miller Genuine Draft is described as an original cold-filtered 'draft beer in a bottle' and the new black-label packaging will highlight the brand's fresh draft taste.

The new bottle will be available at bars and retail accounts across the US beginning November and a complete transition to the new primary and secondary packaging is expected by 2012.

Miller Genuine Draft marketing manager Jennifer Anton said the growing global presence of the brand inspired the change back to the iconic black label, creating a classic, uniform look for the brand across the world.

Miller Genuine Draft is a lager with 4.7% ABV and offers 143 calories per 12oz. It is produced using cold filtering technology to remove impurities. Its production process uses no heat pasteurisation. Instead the beer is filtered four times at near freezing temperatures using porous ceramic filters

MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the US and Puerto Rico. The company brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light

3 Nov. 2011

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