The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
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.
Australia. CUB dismisses claims of crafty marketing
CUB's public relations agency, Liquid Ideas, last week issued a press release announcing that Byron Bay Brewing Co, a small northern NSW brewery that is independently owned by Barry Schadel, had released its Pale Lager in packaged format.
The bottled beer was in fact produced by CUB at its brewery in Warnervale under a new licensing agreement with Byron Bay Brewing Company.
But as with the packaging of the beer itself, the press release did not disclose that CUB had any involvement in the production or rollout of the new beer.
In an open letter to Carlton & United Breweries CEO Ari Mervis, beer writer Matt Kirkegaard called for the brewer to be more transparent in its marketing of the beer.
"When I read the media release, it seemed to be strongly suggesting that the beer was being brewed and bottled solely by the Byron Bay Brewing Company," Kirkegaard says.
"Without an intimate knowledge of the Australian beer market, anyone reading the media release or seeing the beer's packaging would be very surprised to learn that the beer is actually being made, marketed and distributed by Carlton and United Breweries, albeit under licence," he says.
"The way that your company is marketing this beer, at the very least, lacks transparency. At its worst, it could appear that your company is actively seeking to hide your involvement from the consumer."
But Byron Bay Brewing Company owner Barry Schadel told TheShout he didn't understand why he should have to declare CUB's involvement in expanding the distribution of a brand that he created and continues to own outright.
"It's not their product, it's my product. It's ridiculous," he said.
CUB spokesman Jeremy Griffith told TheShout that he would understand the reaction if Byron Bay Brewing Company was owned by CUB, but it's still Barry Schadel's brand.
"We are providing the opportunity for a small craft brewery to expand its distribution and bring its beer to a national market," he said.
"We think this a positive step. The beer and brewery remain independently owned by Barry Schadel."
A page entitled "Dear Ari Mervis: Please Fix It" has attracted 263 'likes' on Facebook since it was created on Monday.
The incident continues an international debate over transparency in labelling of beers.
The Brewers Association – which represents small and independent American craft brewers – recently said large, multinational brewers "appear to be deliberately attempting to blur the lines between their crafty, craft-like beers and true craft beers from today's small and independent brewers".
30 Jan. 2013