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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 Asks Studio to Obscure Labels in ‘Flight’

The high-flying, alcoholic commercial airline pilot Whip Whitaker, portrayed by Denzel Washington in the drama “Flight,” has drawn objections from the beer brewer Anheuser-Busch and the distributor of Stolichnaya vodka for using their products in the movie without authorization, The Associated Press reported.

Whitaker consumes a vast array of drugs and alcoholic products by a number of makers in the film, which was directed by Robert Zemeckis and took in about $24.9 million at the domestic box-office for Paramount Pictures over the weekend. But both Anheuser-Busch and the Stolichnaya distributor told The A.P. that the products were used without authorization and would not have been approved for use in the movie.

Anheuser-Busch, which makes Budweiser beer, also said it had asked Paramount to remove or obscure its company brand name in the film, in which Whitaker both drives and flies while drinking.

“We would never condone the misuse of our products, and have a long history of promoting responsible drinking and preventing drunk driving,” an Anheuser-Busch spokesman said in a statement to The A.P. “We have asked the studio to obscure the Budweiser trademark in current digital copies of the movie and on all subsequent adaptations of the film, including DVD, On Demand, streaming and additional prints not yet distributed to theaters.”

While filmmakers often receive payments to place products in a film, manufacturers do not have blanket control over the portrayal of their wares. Robert Lawson, a spokesman for Paramount, declined to comment on the objections.

18 Jan. 2013

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