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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.

Ukraine. Genuine Draught beer with Baltika

Since the middle of January 2013 in Ukrainian stores a new beer will appear — Baltika Razlivnoe (Draught). This is a bar beer taste that will be represented in an original glass bottle of 0,44 l in points of sale all over the country. The first pouring of Baltika Razlivnoe was done in late December 2012 at the Kyiv brewery of Carlsberg Ukraine.

Baltika Razlivnoe is a light lager with the strength of 5,3% and density of 12%. The new beer has a mild and really fresh taste and is easily drinkable. Another feature of Baltika Razlivnoe is a thick dense froth as the normal keg beer has. The price for the new Baltika type in Ukrainian points of sale shall be about 7 UAH.

The beer Baltika Razlivnoe is brewed according to the special recipe using a complex hopping technology that requires adding several kinds of hop products at different stages of production. The aromatic hop is added in two steps — at the beginning and at the end of wort boiling, and at the second stage it is added during beer filtration.

Baltika Razlivnoe first appeared in Ukrainian stores in August this year. This was the first batch of the product imported from Russia.

The new draught beer has a peculiar taste and flavor. Sometimes people really want to enjoy exactly this bar beer kind at home. Baltika offers such a possibility to Ukrainian consumers launching a new premium beer type — Baltika Razlivnoe.

At the moment in Ukraine the portfolio of the brand Baltika includes four types: Baltika 0 Non-Alcoholic, Baltika №3 Classic, Baltika №7 Export and Baltika №9 Strong.

AC Nielsen states that in September 2012 according to the results of the first 9 months of the current year the brand share in the premium segment was 26% by volume and 28% by value.

Dmitriy Chaban, the Marketing Manager of the company Carlsberg Ukraine:“A new type of Baltika is created in order to offer beer admirers a chance to savor the genuine taste of the draught beverage wherever they like rather than in a bar only. Baltika Razlivnoe means a rich, genuine taste of bar pastime you might enjoy at home”.


25 Dec. 2012

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