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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. Miller Brands’ St Stefanus Grand Cru

From November, Miller Brands (UK) Ltd is expanding its portfolio of speciality beers with the launch of St Stefanus Grand Cru, a smooth, well-balanced Belgian Abbey Beer brewed to mature in the bottle, so consumers can choose how they want their beer to taste.

75cl_bottle_grandcruThe addition of Grand Cru to Miller Brands’ World Beer portfolio builds on the success of St Stefanus Blonde, an unpasteurised, high fermented 7% ABV Belgian Abbey Beer, introduced last year. New St Stefanus Grand Cru, available in a 75cl bottle, has a 9% ABV and follows the traditional recipe of a ‘tripel’ brew, adding depth and complexity to its taste and aroma.

Sam Rhodes, Director of Customer Marketing at Miller Brands, adds: “There is a rising trend for craft and speciality beers as they provide something unique for the consumer. St Stefanus Grand Cru is aimed at consumers who are enthusiastic about speciality beer and are looking for different taste experiences without compromising on authenticity, flavour or quality.

“By stocking more authentic and quality beers, outlets and retailers can encourage consumers to trade up and maximise profits. Belgian beers in particular offer a good opportunity for trading up and increasing profits as they command an average 59% price premium in the on-trade and 52% in the off trade CGA on trade MAT 11/6/11 & Nielsen off trade MAT to 6/8/11 over the average bottled lager.”

Each bottle of St Stefanus is signed by Jef Versele, the Master Brewer, and also features the release date, so consumers can choose the beer’s age and consume it at the preferred taste.

15 Nov. 2012



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