Global hop marketA 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 RussiaGermany 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.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
US. Maui Introduces Director of Brewer Operations
Darren Moser, former Brewer and Production Manager for Trumer Brauerei in Berkeley, California, joined MBC in August. Darren tells us “I was raised in Stroudsburg, Pennsylvania and completed my B.S. in Natural History from Juniata College in Huntingdon, Pennsylvania in 2004. I was fortunate to I have the support of my advisors at Juniata to pursue Brewing Science as a independent study. In 2005, I moved to California and completed the Master Brewers Certification Program at the University of California, Davis Extension. As a Brewer I am committed to consistent, creative and quality craft beer of all styles. I am also an active member of the Master Brewers Association of the Americas.” In his spare time, Darren enjoys hiking, camping, canoeing, and of course sampling great brews! He feels fortunate to be one of the “lucky ones” who has been able to build a career out of passion. “I am excited to be a part of an award winning, growing, and ambitious craft brewing team located in one of the most beautiful places in the world. Maui Brewing Co. is a truly unique business dedicated to providing our patrons with innovative and quality beers and I am grateful for the opportunity to be a part of it,” says Darren.
Kaiao Archer, a native Hawaiian, joined MBC in September. Kaiao recalls, “I spent many years growing up here in Hawai’i, but also in Saudi Arabia, where my father was a science teacher. One driving factor that led me into brewing was the memory of my father fermenting his own wine in our garage while growing up in the Middle East. I started brewing professionally in 2004, and have brewed throughout the State of Hawai’i, as well as in California.” Maui Brewing Co. is as excited to welcome Kaiao to the team as he is to be joining the ‘ohana. He tells us that he has always found the creativity behind MBC beers to be inspiring, and the company’s commitment to supporting local businesses truly admirable. He says with excitement, “I’m looking forward to many brews to come!”
Maui Brewing Co. is a truly Hawaiian brewery, and proud to make 100% of their beer, canned and draft, in Hawaii. Recognized as Hawaii’s #1 craft beer since 2005, the company has a strong commitment to the local economy and the environment. MBC beers are packaged with the most eco-friendly materials. Cans are manufactured on Oahu and designed by local Maui artists. They have the added bonus of better protecting the beer from both light and oxygen damage which can compromise the taste. Plastic rings are dangerous to marine life and therefore, a unique, recyclable plastic carrying device is used to hold the cans. The spent grain from beer production is donated to local ranchers for cattle feed and composting. MBC is also very active in several local Hawaiian charities. Founder Garrett Marrero and his wife, Melanie, operate a 7-barrel brewpub at the Kahana location as well as a 25-barrel production brewery and canning facility in Lahaina. Maui Brewing Co. is a truly local beer as 100% of their products are made in Hawaii.
13 Nov. 2012