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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.

Ukraine. Carlsberg beer will appear in «football uniform»

In the beginning of December, Carlsberg beer will appear in retail in the new packaging of Limited Edition EURO 2012. The unusual design of cans and bottles, which looks like a football pitch, was created just for the upcoming championship and symbolizes the global partnership of the brand and EURO, which has been lasting since 1988.

1201_carlsberg_new_packBright visualisation of packing was developed just for the European football championship UEFA EURO 2012. In stylistics of grassy covering of a football ground where the paint, designating a marking of a platform, logo of ТМ Carlsberg traces on bottles of 0,3 l. and 0,5 l. volume, and also 0,5 l cans. The given decision will visually show consumers the connection of the Europeanмtournament and the international brand.

Beer in «football uniform» will appear on sale already in the beginning of December. It is planned that beer will be bottled in new packing at Carlsberg Ukraine factory in Kiev.

Alla Sidorenko, leading brand-manager of ТМ Carlsberg at Carlsberg Ukraine: «Such decoration will be applied for the first time in all the history of Carlsberg and EURO partnership.Through new design of packing we wanted to impart the basic message: ТМ Carlsberg is the most football beer all over the world».

Let us remind that Carlsberg became official beer of EURO-championships for the first time in 1988. The European championship on football EURO 2012™ will become the seventh tournament, which will be held under Carlsberg's support, and for the first time it, will take place in Poland and Ukraine.

5 Dec. 2011



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