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.
Claus R?ttich: new Executive Director Marketing & Communications at N?rnbergMesse
* New assignment covers market and customer-orientated communications for all N?rnbergMesse products
The task of powerfully communicating and positioning the N?rnbergMesse Group, its trade fair brands and the advantages of the N?rnberg exhibition location needs an experienced exhibition and marketing professional. “With Claus R?ttich we have found two-in-one as it were: an exhibition expert who has been connected with N?rnbergMesse for 20 years and passionately devoted to marketing since the start of his professional career. Ideal qualities for promoting Marketing & Communications,” say Dr. Roland Fleck and Peter Ottmann, CEOs of N?rnbergMesse.
Executive Director Marketing & Communications
R?ttich (50) takes over the division with effect from
1 March from Peter Ottmann, who was appointed CEO in August 2011 and had continued to fill this post on an interim basis. “I look forward to using my passion for marketing and my experience from over ten years of ‘making exhibitions’ to create new impetus for N?rnbergMesse and its highly diversified portfolio of trade fairs,” says Claus R?ttich.
R?ttich’s future area of responsibility includes Dialogue Marketing & Visitor Service, New Media,
Protocol & Event Marketing, Public Relations, Advertising & Corporate Design, Market Research, Brand Rights Management and the activities of Mergers & Acquisitions.
R?ttich studied economics in Augsburg and
Yale, USA, specializing in marketing, international business and strategic corporate management. He joined N?rnbergMesse in 1993 as Assistant to the Managing Director. He was appointed Director Marketing and Corporate Development in 2000 and in 2002 took over the newly created division Exhibition Management II at N?rnbergMesse, with responsibility for about a dozen trade fairs, including world-leading exhibitions like BioFach, fensterbau/frontale and POWTECH, but also for many special-interest events, such as Vivaness, mailingtage, TechnoPharm, Stone+tec and it-sa. R?ttich was granted joint power of representation in 2005 and since then has been a Member of the Management Board of N?rnbergMesse.
About the N?rnbergMesse Group
N?rnbergMesse is one of the 20 largest exhibition companies in the world and among the Top Ten in Europe.The portfolio covers some 120 national and international exhibitions and congresses and approx. 40 sponsored pavilions at the N?rnberg location and worldwide. Every year, around 30,000 exhibitors (international share:
39 %) and up to 1.4 million visitors (international share of trade visitors: 22 %) participate in the own, partner and guest events of the N?rnbergMesse Group, which is present with subsidiaries in China, North America, Brazil and Italy.The group also has a network of 47 representatives operating in 98 countries.
14 Mar. 2013