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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.

Gambrinus is widening its packaging assortment and introduces a plastic bottle

Traditional Czech beer Gambrinus is answering its consumers' call, and widens its assortment of beer packaging. Starting February 13, the best selling Czech beer, Gambrinus Light will be available in 1.5l plastic bottles. According to survey of TNS AISA agency, consumers appreciate durability, light weight, and easy manipulation of plastic packaging. More than 50% of beer lovers gave try to such packaging last year.

Plastic recyclable bottle market is the fastest growing market segment of all types of packaging. „We are very much aware of beer consumers' increased interest in introduction of especially plastic bottle packaging of Gambrinus beer brand. It is the type of packaging they specifically requested,“ Jan Dole?el, Brand Manager of Gambrinus brand explained. And the survey of TNS AISA agency clearly supports this argument*. Results of the survey show that more than 54% of beer consumers drank from this type of packaging. 28% of all asked, drink beer from plastic bottles at least once a month, and 11% of all respondents at least once a week already.

Another survey, this time from G82, Inc.**, shows that the popularity of recyclable, plastic packaging is growing especially for its practicality. Grilling, watching TV, getting together with friends and family dinner were among many occasions mentioned in connection with use of plastic packaging. „The answers clearly showed that a light, higher capacity and repeatedly closeable bottle offers a certain comfort of beer consumption appreciated especially by groups of friends during garden grilling, or during visits. Ease of use and durability were other highly appreciated aspects of plastic bottles,“ Jan Dole?el, Brand Manager of Gambrinus brand added.

The design of the new bottle for Gambrinus Light was created by Jan ?apek, whose design is behind Gambrinus „half–litres“ distributed in pubs and restaurants serving the brand. Gambrinus Light in the new packaging will be distributed directly from Plze? brewery, where they have launched the new bottling line for plastic packaging as a part of the major, 150 million CZK development investment last year.

The new bottle of Gambrinus Light will available in stores all around Czech Republic starting February 13th.

*The survey of TNS AISA agency took place from October to December 2011
**The survey of G82, Inc. took place in February 2011

14 Feb. 2012

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