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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.

drinktec

Sales of Cerveza Cusque?a in Chile Increase by Almost 50%

- Premium beer Cusque?a is imported and distributed by Vi?a Concha y Toro
- In 2012, the Premium segment in Chile represented 22% of the total beer market
- Cusque?a beer has been sold in all regions of Chile since 2007

Cerveza Cusque?a, Backus’ portfolio’s Premium beer, saw a sales increase of 48.9% in Chile in November 2012, compared to the same period in the previous year. Cusque?a has been exported successfully to Chile since 2007 through Vi?a Concha y Toro/Comercial Peumo, who considered it a high-quality international beer and chose it to complete their Premium beverages portfolio.

Edwards Taboada, Cusque?a’s Brand Manager, said: “Cusque?a’s numbers in Chile show year after year the growing interest of Chilean consumers for Peruvian Premium beer. Cusque?a had an increase in sales of 51.9% in 2011, we managed to close 2012 with an increase close to 50% and we aim to have a 40% increase in 2013. Those are pretty high growth rates, plus this is an interesting opportunity for Cusque?a in the long term, considering that the Premium category grows between 10% and 20% per year in that country.”

During the past six years, Premium beer consumption in Chile has grown by nearly 60%. Today, this segment is the fastest growing in the entire category, unlike the mass segment which has been losing its share. In 2012, the Premium segment reached 22% of the total market, a level similar to that of developed countries.

Cusque?a, which has 29 international awards that certify and guarantee its high quality, is sold in prestigious restaurants and trendy pubs, as well as in supermarkets and liquor stores, where the majority of its target audience is; that is, men and women 25 to 35 years old, in AB socio-economic segment.

Likewise, Francisco Espinosa, Marketing Director at Vi?a Concha y Toro, commented: “Chile’s beer industry is going through its best moment in years, with a solid economy and well-informed and knowledgeable consumers. This creates an appropriate environment for a superior quality beer like Cusque?a to become one of the preferred beers of Chilean consumers, due to its internationally recognised quality, mystical origin, and the best ingredients. Plus it has a unique bottle.”

About Cusque?a

Cusque?a is the national Premium beer of Backus’ brand’s portfolio. It is made with the finest ingredients and aromatic essences, inspired in the perfection of its origins, which make it the best beer in Peru and one of the best in the world.

About Backus:

Uni?n de Cervecer?as Peruanas Backus and Johnston S.A.A., is the leader in the brewery industry in Peru, with 5 decentralised production plants in Lima, Arequipa, Cusco, Motupe and Pucallpa. It has a portfolio of very well-segmented national and international brands that aim for its customers’ satisfaction in the 142,000 points of sale throughout the country. During 2011, Backus registered net sales for S/. 3,005.5 million, contributed S/. 2,224 million in taxes and gave direct employment to more than 7,000 people and indirect employment to more than 220,000 people.

Backus focuses on sustainable development, looking to create shared value and social inclusion with those that form its value chain and the communities where it operates. This is how its initiatives and projects aim to create strategic alliances to leverage efforts and make a positive economic, social and environmental impact for society as a whole.

15 Jan. 2013

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