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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.


Carlsberg Enters New Three-Year Partnership with Premier League

Carlsberg and the Premier League have agreed a new three year deal for Carlsberg to be the Official Beer Partner of the Barclays Premier League. The deal will run for three seasons from 2013/14 until the end of the 2015/16 season.

A win-win for Carlsberg and Premier League
Commenting on the agreement Tom Moradpour , Vice President of the Carlsberg Brand, said: "At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League.
"The Carlsberg brand has a long association with football and we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.

"It is a long term deal, which will enable powerful football activation you can count on every year. For the first time, we have the opportunity to build a long term scale football platform with both depth and frequency."

Premier League Chief Executive, Richard Scudamore , added: "We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League's official beer partner."

"The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg - one of the most renowned breweries in the world - an excellent partner for us."

"The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad."
Premier League: The biggest continuous annual global sporting event
The Barclays Premier League is the biggest continuous annual global sporting event in the world. Across nine months of the year 380 matches are viewed in 212 territories worldwide. Coverage of the matches is available in approximately 720 million households, and more than a billion fans follow the league globally.

As the partnership does not officially begin until the beginning of June, we have decided to announce the deal to both press and consumers only at this stage. No doubt you will start to see the release appearing in sports, business and marketing news coverage.

17 Jan. 2013



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