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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.

Carlsberg Ukraine has become an importer of the German Pilsner Warsteiner

On November 18, 2011 Carlsberg Ukraine and Warsteiner Group, the German beer producer, have signed an agreement on distribution of the world famous beer brands Warsteiner Premium Verum and Warsteiner Premium Fresh in Ukraine.

The new international agreement will give Carlsberg Ukraine a chance to strengthen its positions in premium segment which is already presented by such trademarks as Carlsberg, Tuborg, Zatecky Gus, Corona Extra, Negra Modelo, Guinness, Kilkenny, Harp.

Imported beer will be brewed at Warsteiner Brauerei brewery in Warstein (Germany), supplied to Ukraine in tank containers on special beer tanker, which belongs to producer. On-site beer will be bottled at Carlsberg Ukraine Kyiv and Lviv Breweries under control of master of brewer from Warsteiner Group.

Warsteiner beer is a classical pilsner of golden yellow colour and it is recognized as the most popular German beer in Europe. Warsteiner beer is brewed by low fermentation method with adding highly valued local hop.

Premium Verum brand is known for its delicate, rich and refreshing flavour with a light taste of bitterness, the alcohol content is no less than 4.8% and its density is 11.6%. In Ukraine sort will be presented in a bottles 0.33l, cans 0.5l and kegs.

Premium Fresh brand is alcohol free. Its distinctive feature is amazingly fresh flavored aroma, rich light amber color and hop bitterness so typical for Warsteiner beer. This beer brand is named Fresh due to its unusually fresh taste. At Ukrainian beer market Warsteiner Premium Fresh will be sold in bottles 0.33l.

Peter Chernyshov, Chief Executive at Carlsberg Ukraine: "Ukraine is the second largest beer market in Eastern Europe and for Warsteiner Group it is important to have here a partner with a good distribution network and market positions. Beer will be brewed only at domestic brewery of the company in Germany in Warstein (North Rhine-Westphalia). We plan to work together on marketing and trademark promotion."

It should be noted that according to data of the retail audit AC Nielsen for 9 months of 2011 an imported beer segment in Ukraine has grown up to 53 % by volume and up to 56 % by value in comparison to 2010.

26 Nov. 2011



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