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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.

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Heineken announces global partnership with Facebook

Heineken and Facebook today announced a global partnership, which will see the two companies collaborate on digital campaigns for Heineken’s brands around the world. The new partnership further strengthens Heineken’s leadership position in the digital space. The Heineken® Facebook fan page is already the largest for any beer brand with over 4.6 million adult users. Two of the company’s other leading brands, Kingfisher® and Dos Equis®, are also in the top seven beer brands with the greatest number of Facebook fans.

The partnership demonstrates Heineken’s on-going commitment to place its brands at the forefront of innovation and marketing excellence in the digital space through the creation of engaging and compelling content, designed for adult consumers. Heineken is committed to avoid underage exposure to alcohol and beer marketing. All content posted by the company’s brands on Facebook is in line with the advertising codes and guidelines which govern the communication of alcohol products.

Through this agreement, Facebook will provide Heineken with a global marketing platform that reaches millions of people as well as access to Facebook’s deep expertise in building long-term relationships between brands and their audiences. The collaboration also provides Heineken with access to Facebook’s latest products.

Alexis Nasard, Chief Commercial Officer at Heineken said: “As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment. Our partnership with Facebook is another significant development in our communication strategy as we continue to look for innovative ways for our brands to ignite the digital conversation and connect with our consumers.”

“Brands rely on Facebook to build essential connections with people and their friends,” said Joanna Shields, Vice President & Managing Director EMEA for Facebook. “Heineken has always been a true innovator when it comes to giving their brands an authentic voice, and together with Facebook they can now extend that human touch to 800 million people around the world.‘’

Heineken’s® Facebook fan page has enabled the company to deepen its engagement with over 4.6 million adult users. Facebook provides a unique platform to share the brand’s creative award winning campaigns ‘The Entrance’ and ‘The Date’, and engage through its global sports sponsorship platforms – UEFA Champions League and the 2011 Rugby World Cup.

8 Dec. 2011

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