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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 Announces Lineup of Brands to be Featured in Super Bowl XLVII Ads

Viewers Will See a Mix of Traditional Favorites and the Debut of New Brands

ST. LOUIS – Anheuser-Busch today announced it will debut four-and-a-half minutes of new ad creative during CBS’s broadcast of Super Bowl XLVII on Sunday, Feb. 3. Super Bowl icons Bud Light and Budweiser will share the spotlight in this year’s game with Anheuser-Busch’s two newest brands, Budweiser Black Crown and Beck’s Sapphire, both of which will be making their national television debut.

Bud Light, the official beer sponsor of the NFL, will premiere two 60-second ads, “Journey” and “Lucky Chair.” The ads are the culmination of the brand’s successful “Superstitious” campaign, which portrays the traditions and rituals NFL fans employ to help their teams win. Both ads are set in New Orleans, tying the creative closely to the Super Bowl. The creative agency for these spots is Translation.

The iconic Budweiser Clydesdales will also appear in a new 60-second spot, “Brotherhood,” which chronicles the bond a Clydesdale foal shares with his trainer. Partially shot at Warm Springs Ranch, a 300-plus acre farm near Boonville, Mo., home to many of the Clydesdales, “Brotherhood” will take the Clydesdales advertising into new territory by providing a new level of access to their early years.

With two thirty-second ads – “Coronation” and “Celebration” – Budweiser Black Crown is poised to make a big splash during this year’s game. In fact, Budweiser Black Crown has secured the coveted A1 position for “Coronation,” ensuring it will be the first commercial to air following kickoff. Two fifteen-second teasers for Budweiser Black Crown will air during the NFC and AFC Championship games on Jan. 20, one day before the brand hits shelves nationwide. Anomaly is the creative agency for Budweiser and Budweiser Black Crown’s ads.

Beck’s Sapphire, which debuted on New Year’s Eve, will also make its Super Bowl advertising debut with a new thirty-second ad, “Serenade.” The ad celebrates Beck’s Sapphire’s sleek, one-of-a-kind black bottle, and features a surprise admirer that is mesmerized by its beauty. The creative agency for Beck’s Sapphire’s ad is Mother.

“The Super Bowl is an unbeatable platform for us to launch our new brands, Budweiser Black Crown and Beck’s Sapphire, and continue building on the long-standing success of Bud Light and Budweiser,” said Paul Chibe, vice president, U.S. marketing. “Not only does the game have the largest television audience of the year, but it’s an incredibly captive one because so many viewers tune in for the commercials.”

14 Jan. 2013

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