Global hop marketA 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 RussiaGermany 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.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Craft Beer Maker BrewDog Backed by 5,000 Investors With 10% of Shares Still Up for Grabs
The launch of Equity for Punks II has been well received with 90% of shares selling almost straightaway. Investors look to enjoy a huge ROI while benefitting from a host of special offers that comes with BrewDog's innovative shareholder's package.
BrewDog are offering lifetime discounts in all of their craft beer bars. Their venues are focused around the purity and character of flavoursome microbrews. They are the anti-thesis to the gastro pub and have become extremely popular in the UK.
Discounts are also exclusive to shareholders who want to buy beer online and enjoy BrewDog's inimitable beers at home. The company creatively label their drinks with titles like Trashy Blonde, Tactical Nuclear Penguin and Punk IPA to name but a few.
Meanwhile, they state on the website that their beer is brewed with passion rather than harmful preservatives – all drinks are 100% free of any unhealthy additives.
A spokesperson for the company commented:
'Equity for Punks was a massive success for everyone the first time around. Now it's back and better than before. We have already had a great response and as soon as that final 10% is snapped up, we can really start to get excited about the second phase of our revolution!'
Partly owning BrewDog enables shareholders to have an authoritative say in business decisions and attend what the company promise to be 'legendary' annual general meetings. A welcome pack including an official BrewDog ID card is also part of the offer but the real clincher is how this company seems destined for success.
Depending on how much people want to invest in BrewDog, they can qualify for even more special offers from the Equity for Punks II business model.
The company are making real advances both with their bars on the ground and with their marketing of beer online. With 10% of shares still available you can embark on what promises to be a famous journey with BrewDog – just visit www.brewdog.com/equityforpunks to find out more.
BrewDog has been exciting imaginations since 2007 and is Scotland's largest independent brewery.
All their beers are made from fresh natural ingredients; they use no preservatives, additives or pasteurization.
The company is dedicated to making cool, contemporary and progressive beers showcasing some of the world's classic beer styles. All with an innovative twist and customary BrewDog bite.
BrewDog is about breaking rules, taking risks, upsetting trends, unsettling institutions but first and foremost, great tasting beers.
23 Nov. 2011