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4-2017

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.

Anheuser-Busch Inbev extends Olympic sponsorship

Anheuser-Busch Inbev extends Olympic sponsorship through 2016, tying Budweiser with games
Budweiser will remain the exclusive beer sponsor of the U.S. Olympic Committee and Team USA through 2016, extending an important marketing relationship for the brewer.

Anheuser-Busch Inbev SA did not disclose financial terms of the sponsorship Wednesday. Sponsoring sporting events is a pillar of Budweiser's marketing strategy. Budweiser also is the official beer sponsor of the U.S. Soccer Federation, the U.S. Ski and Snowboarding teams, and other sports.

The brewer will put promotional material for the Olympic Committee in stores where it sells Budweiser, and will release a limited edition series of Olympic-themed aluminum bottles in June. The brewer said it will also buy "significant" media time on NBC as part of the sponsorship.

Budweiser has advertised with the Olympics since 1984, when the brand was the official beer sponsor of the Los Angeles 1984 Olympic Games.

The 2012 London Olympics will be held this summer.

Shares of Anheuser-Busch Inbev fell 26 cents to close at $71.43.

16 Mar. 2012

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