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.
Events in the supporting program of drinktec identify the best beverages, the best beverages experts and the best beverages recipes!
drinktec, the "World's Leading Trade Fair for the Beverage and Liquid Food Industry", has much to offer, not just in terms of the presentations by the exhibitors. For example, brand new in 2013 is "The Innovation Flow Lounge", a networking platform for discussing ideas and trends in beverages marketing. And in the drinktec Forum, insiders will be talking about current themes in technology, markets and marketing. Also, visitors to drinktec can have a ringside seat when the European Beer Stars and the World Champion Beer Sommelier are announced. Hereґs a preview of the main highlights in the supporting program.
Innovation Flow Lounge
The new networking platform aims to bring marketing experts and technology specialists together in conversation, and to provide marketing themes with a forum at drinktec. Various formats for discussion and action (Talking Table, IDEArea, 5-oґclock Theme) are being organized to promote communication and exchange. On each of the four days of the show, there will be a different theme at the Innovation Flow Lounge: On the Monday all eyes will be on beer, on Tuesday, the point of sale takes center stage, on Wednesday itґs packaging and on Thursday, the focus is on how to successfully launch a product on the market. The discussions, which all take a marketing perspective, are on themes such as: "From hops to the tops"; how media are making markets more human; the relationship between aesthetics, individuality and function in the design of glasses; secondary packaging, intelligent packaging systems as marketing carriers (see also Press Releases no. 28 and 29).
What does the future hold in the world of beverages and liquid food, not just in terms of technology, but also marketing? Answers to this will be provided in the drinktec Forum in Hall A2. The first day of the show is dedicated to beer. The question being asked is: Which way forward for breweries? Other theme days take the subjects of packaging, nutrition, hygiene and product quality. On Thursday, September 19, the focus is on packaging and marketing – which will of course be of special interest to the marketing specialists among the visitors. Dairy professionals wonґt want to miss the lectures in this forum on the last day the show – because on this day itґs all about milk and liquid food. Important: All the lectures in the forum are included in the price of an entry ticket to drinktec, and simultaneous interpretation (German/English) is provided at all of them.
Special Area New Beverage Concepts
This is an absolute must for product developers and marketing experts from breweries, soft drinks producers, SMEs, dairies and liquid food manufacturers. The "Special Area New Beverage Concepts" in Hall B1 is an interactive marketplace where experts from the manufacturers will be presenting and explaining new sweetening, coloration and aroma strategies. Integrated into this platform is a catering area where innovative drinks can be tested on the spot. The "Special Area" is presented and clearly marked in the section where raw materials, additives and agents are on show.
European Beer Star
This top-ranking competition attracts the very best beers from all over the world. The only condition of entry is that the beers must have their origins in Europe. From more than a thousand entries, a jury of 100 beer experts and sommeliers from around the globe select the ones that appeal most to their taste buds. Three medals – Gold, Silver, Bronze – are awarded in each category. The actual beer tasting takes place ahead of drinktec, on August 22 and 23 at the Doemens Akademie in Grдfelfing, near Munich. The 2013 European Beer Star, hosted by the "Private Brauereien Bayern e.V.", is being held for the tenth time. But for the first time the winners will be presented with their awards at drinktec. On Tuesday, September 17, visitors to drinktec can sample the gold-medal winning beers in each category in Hall B1, and vote for their "consumers' favorite". The day after this the presentation ceremony for the European Beer Stars takes place at drinktec, in the ICM (Hall 14, from 16:00). At 18:00 the grand "Winners' Night" festivities begin. Tickets for this can be bought from 17:30 onwards just before the event, from the ticket desk in front of Hall 14 at the ICM.
World championships for beer sommeliers
Not only the best beers will be honored in Munich at drinktec 2013, so, too, will the worldґs best beer experts. On September 15, one day before drinktec opens, the Doemens Akademie will be holding the third World Championships for Beer Sommeliers, at the exhibition center (North Entrance). Anyone who has trained as a beer sommelier at the Doemens Akademie or who is a member of the Sommelier Union can take part. The 50 beer sommeliers from around the world (20 of them from Germany), who are gathering in Munich to battle it out for the title of world champion, have each made it to the final by winning in qualifying rounds in their own countries. In Munich this select group will be narrowed down in further rounds to just six. In the evening the new world champion beer sommelier will be named from their number. The six finalists must answer questions about beer themes put to them by a trade jury. Media representatives, sponsors and guests can follow the final live from 16:30 onwards.
Beverage Innovation Awards @ drinktec
In 2013 the Beverage Innovation Awards will once again be presented at drinktec, as was the case four years ago. The drinktec partner FoodBev.com is presenting a total of 27 prizes in six categories (Drinks, Brands and Business, Ingredients, Packaging, Sustainability, Marketing and Communication). Manufacturers and suppliers from the beverage and liquid food industry can enter their innovative products and ideas for this competition up until July 19. The winners will be presented with their prizes in the drinktec Forum on Thursday, September 19.
Brewers Meeting Point / Craft Brewers Lounge
At drinktec, brewers and all those interested in beer have two real hotspots for communication, exchange and contacts and for tasting beers from all over the world. The first is the Brewers Meeting Point in Hall B1, held in cooperation with the Bayerischer Brauerbund. One of the attractions here for visitors is the chance to take part in exclusive sampling sessions. And the second is the Craft Brewers Lounge in Hall A5. Here European brewers can meet up with and engage in discussions with members of the US Brewers Association. Visitors can pick up information about various BA activities, such as the World Beer Cup and the Great American Beer Festival.
Further information: www.drinktec.com
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drinktec is the "World’s Leading Trade Fair for the Beverage and Liquid Food Industry". It is the most important trade fair for the sector. Manufacturers and suppliers from all over the world – global companies and SMEs alike – meet up here with all sizes of producers and retailers of beverages and liquid food products. Within the sector drinktec is regarded as the number one platform for launching new products on the world market. At this event manufacturers present the latest technology for processing, filling, packaging and marketing all kinds of beverages and liquid food – raw materials and logistics solutions included. The themes of beverages marketing and packaging design round off the portfolio.
drinktec 2013, which takes place at the Messe Mьnchen exhibition center in Munich, from September 16 to 20, 2013, is expected to attract over 1,400 exhibitors from over 70 countries and approximately 60,000 visitors from more than 170 countries.
18 Jun. 2013