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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.

UK: Heineken takes Desperados back from SHS

The UK arm of Heineken has taken the marketing, sales and distribution of its Desperados Tequila-flavoured beer in-house in the country.

SHS Sales & Marketing, which has handled the brand in the country since 2009, will return it to Heineken from 1 February, the brewer confirmed yesterday (3 January). In return, SHS has been awarded the UK sales and marketing for Czech lager brand Krusovice from Heineken International. The Gloucester-based firm will also become a “principal distributor” of Sagres, the Portuguese lager marketed in the UK by Heineken.

Heineken said that the two companies have agreed that “the time is right to simplify the route to market” for Desperados, which will be integrated into Heineken's portfolio of premium and speciality brands.

“Desperado's performance evidences our ability to accelerate premier beers and lagers towards full market maturity,” said SHS's MD, Peter Butler. “In Krusovice and Sagres, we see an opportunity to repeat this success by securing optimum positions for two exciting brands in the competitive UK market.”

Prior to SHS, Desperados was distributed in the UK by Asia Pacifc Breweries' (APB) Tiger Beer. APB is jointly-owned by Heineken and Fraser & Neave.

Desperados is available in the UK on- and off-trade in 33cl bottles.

10 Jan. 2012



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