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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.

Kirin To Expand Sales Of Flagship Beer In S Korea

Kirin Brewery Co. plans to increase sales of its flagship Ichiban Shibori beer 10-fold in South Korea over the next five years.

The Kirin Holdings Co. (2503) unit has used South Korea's leading brewer, Hite Jinro Co., as a sales agent since 2004, marketing only a small quantity of 330ml bottles mainly to businesses.

Under a strengthened partnership, Kirin has recently started exporting 350ml and 500ml cans, targeting households. It also aims to introduce kegs at about 300 stores next year, starting with Japanese-style bars, which are becoming popular there.

Kirin sells the Ichiban Shibori beer in about 40 foreign markets. In five years, South Korea is expected to become the third-largest market for the brand, after Taiwan and the U.S.

27 Dec. 2011



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