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.
Plze?sk? Prazdroj: Company Highlights in 2012
Gambrinus tap beer with a fuller taste and the name Gambrinus Original 10°
two new mixed beer–based drinks with a low 2.1 % alcohol content: Gambrinus Sharp Lemon and Gambrinus Lime & Elderberry
F?nix, upper fermented beer with a fresh wheat malt aroma, a taste of orange peels and a dash of cilantro
new variety of Frisco: Black Currant
the best selling Czech beer, Gambrinus Origin?l 10° is available in 1.5l plastic bottles
Gloomy Bitter lager Master: the first semi–dark beer in the history of Radegast brewery
Celebrating of 170th anniversary of Plze?sk? Prazdroj and its beer Pilsner Urquell
Various events took place whole year/all year long, which culminated in a great celebration at the 5th of October on Pilsner Square of the Republic, where the unfiltered pilsner lager was poured from original 170–litre oak barrels.
On the occasion of the anniversary the special jubilee "mugs", a beer clock next to the historical brewery gates and limited editions of gold and silver memorial medals were launched.
A unique book "Pilsner Urquell - a story that continues to inspire", full of little-known information framed within the social realities of each period, was launched.
Anniversary auction of seventeen unique designed bottles of Pilsner Urquell on iDnes.cz earned for Centrum Paraple more than CZK 1 million.
Beer culture development
July: In Brno, the operation of the new Pilsner Urquell restaurant called "Plzni?ka" has been launched. The concept of these new restaurants will appeal especially to young adults not only as a pleasant place for hanging out but also as a space to express themselves artistically.
August: Plze?sk? Prazdroj and Interspar companies introduce a new concept in the presentation and resale of beer. The new concept offers a comfortable and sophisticated way of beer shopping, simple navigation, and general information about beer, especially about PGI Czech Beer.
CSR and Sustainable development
February: Sustainable development specialists from Radegast Brewery came up with a solution for the ecological handling of disposable labels. The waste is now used as a secondary raw material in compost production.
August: Plze?sk? Prazdroj inaugurated its new device used for partial dehydration of draff that will be sent to Plze? Heating Plant Inc. to be used to generate green energy.
October: In its breweries in Pilsen, Plze?sk? Prazdroj has initiated a trial period of a new device that will conserve electric energy. It uses so–called disposable cold from the beer cooling circuit.
May: Pavel Kon??, for the quality assurance department of Plze?sk? Prazdroj, became Taster of the Year in competition with 21 European breweries of the SABMiller Group. The Czech contestant did not stumble in the competition of more than 200 professional tasters, and he has become the first Czech to win the title.
September: The foreman of the coopers’ team at Plze?sk? Prazdroj, Josef Hr?za, was awarded the title „Keeper of Traditional Folk Craft Artistry.“
October: Plze?sk? Prazdroj has scored second place in the 10th annual survey contest “Employer of the Year.”
Success of Prazdroj beer brands in competitions:
Australian Beer Awards: silver medal for Gambrinus Premium
Pivex: 2nd Radegast Premium, 3rd Gambrinus Premium, 2nd Gambrinus Sv?tl?
?esk? pivo: silver medals in their categories: Kozel sv?tl?, Kozel Medium, Radegast Premium, Gambrinus Premium
World Beer Awards: Birell awarded the best non-alcoholic beer.
29 Jan. 2013