Global hop marketA 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 RussiaGermany 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.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
A Budweiser Heir’s Crafty Investment
1. Forever Unloved: New Jersey's largest craft brewery, Flying Fish Brewing Company, is using some cleverly chosen words to deliver a message to super storm Sandy and raise money towards Sandy recovery efforts.
The brewery is releasing, Forever Unloved (FU) Sandy, a hybrid wheat-pale ale. All proceeds – not just profit – will go to a N.J.-based super storm Sandy relief charity, which has yet to be determined. The brewery said it will produce 100 kegs of FU Sandy, which it hopes will generate $50,000. The beer, which for now will be draft only, will be available beginning in February.
2. Timeless Beauty: Anheuser-Busch InBev is turning to an iconic photographer to help promote one of its long-time brands. Annie Leibovitz is lending her unique perspective and photography talents to a new ad campaign for Belgian beer Stella Artois. The new campaign, called "Timeless Beauty" is being unveiled during at the Sundance Film Festival in Park City Utah. Stills from the Annie Leibovitz shoot, as well as "behind the scenes" films featuring interviews with the subjects, stylists and others involved in the Leibovitz campaign can be accessed here.
3. Budweiser Heir Gets Crafty: Salmon River Brewery in McCall, Idaho, is getting an investment from someone with a well-known name in the beer industry: Adolphus A. Busch IV, the son of August "Gussie" Busch Jr. While Adolphus Busch was never directly involved in the Anhesuer-Busch operations, he knows what he likes when he tastes it. Busch first discovered Salmon River's beer while vacationing with family in Idaho, and two years later has agreed to become a minority partner and owner of 49 percent of the brewery. The deal will allow Salmon River to increase its production from 300 barrels a year to 1,500 barrels per year.
4. New Hampshire Beer Tax "Brew-ha-ha:" There is a beer tax battle brewing in New Hampshire. At issue is two state representatives who are proposing to raise the excise tax on beer sold from a wholesaler to a retailer by 10 cents per gallon. According to Brewbound.com, the current tax rate is already 30 cents per gallon, the second-highest in New England. Opposing the increase are beer producers and distributors who have picked up a powerful ally in the fight, Governor Maggie Hassan.
5. New Belgium Beer and Film: For the fourth year in row, New Belgium Brewing is taking its beer and film festival on the road. The brewery is seeking submissions for the roving festival called "Clips," which the brewery say "brings people together to try beers from New Belgium's Lips of Faith series, along with some popular classics, view amateur films and raise money for philanthropic organizations." In its first three years, the film series has raised nearly $118,000 for local charities in the cities where it has held screenings. Information on how to submit a short film and guidelines for entry, can be found on the brewery website. The film festival will make several stops nationwide and kicks off in Bloomington, Ind., on Friday, May 31.
6. Green Beer: The Alaska Brewing Company has completed work on a new grain fired steam boiler that will allow it to reduce its oil consumption by nearly 70 percent, or about 150,000 gallons per year. The brewery will use spent grain from the brewery process to fire its boiler. Alaskan Brewing said it is the first brewery to rely on spent grains for most of its fuel source.
21 Jan. 2013