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.
Ghana. Accra Brewery Limited Appoints New Marketing and Supply Chain Directors
Mr. Olsen has a firmly established marketing background in SABMiller, the parent company of Accra Brewery Limited, where he has been working for the past thirty six (36) years in various roles in several locations.
His portfolio of recent roles includes Category Marketing Manager, Africa; Marketing Director at Nile Breweries Ltd, Uganda; Marketing Director of Tanzania Breweries Ltd, Tanzania; District Manager (Kei Region) South African Breweries, East London; and Operations Manager (Western Cape) South African Breweries, Cape Town.
Richard Edzeame is also not new to Accra Brewery Limited. He has previously spent fourteen (14) years of dedicated service to the company with four (4) years as Technical Director. Having briefly left the company in 2011, his return marks an addition of outstanding experience to the Supply Chain Department.
Commenting on his new appointment, Mr. Edzeame said, “I’m indeed delighted to be back home. Having spent fourteen (14) exciting years here, it wasn’t a hard decision to return. The business has improved tremendously over the past two (2) years and I am very keen to be a part of this”.
Sharing similar sentiments, Mr. Olsen also said, “I am delighted that I am joining Team ABL. I have watched with admiration the growth and success of the business, and look forward to working with everyone as we take this company to new levels of achievement and recognition”.
Stating his thoughts on the two new appointments, Managing Director of Accra Brewery Limited, Gregory Metcalf, said, “We are indeed happy to have Mike and Richard joining our team. Their wealth of experience will undoubtedly be of immense value to the company as we work together to attain growth and success”.
Notes to editors:
About Accra Brewery Limited (A subsidiary of SABMiller plc)
Accra Brewery Limited (ABL), originally known as Overseas Breweries Limited, was established in 1931, becoming the first brewery in the then Gold Coast. In 1975, the locally registered Accra Brewery Limited acquired Overseas Breweries assets.
Today, Accra Brewery Limited is a public company engaged in the manufacture, marketing and distribution of beer, sparkling soft drinks and non-alcoholic malt beverages. Its flagship brand is the iconic Club Premium Lager, which has been a part of every single milestone in Ghana’s history since 1931. ABL’s other brands are Club Gold Export Lager, Castle Milk Stout, Stone Strong Lager, Chairman Malt Liquor, Club Shandy, Redd’s Fruit Fusion, Peroni Nastro Azzurro, Chibuku Shake Shake, Castle Milk Malt, Club Cola, Club Muscatella, Club Orange, Club Soda and Club Quinine Tonic.
As a subsidiary of SABMiller plc, ABL understands that its profitability depends on healthy communities, growing economies and the responsible use of scarce natural resources. These issues are therefore integrated into the business through SABMiller’s 10 sustainable development priorities.
ABL’s mission is to own and nurture local and international brands that are the first choice of consumers and customers in Ghana.
18 Nov. 2012