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.
ZIEMANN at BrauBeviale 2014
ZIEMANN International GmbH in Ludwigsburg will be focusing on two very interesting process innovations at BrauBeviale 2014 with "Ice Age" and "Lotus".
Ice Age permits the regenerative cooling of brewery equipment. At the heart of the procedure is the storage of natural cold in the form of artificially generated snow, which produces cold water when melting, thus supplying the brewery consumers with cooling energy. In this regenerative way, Ice Age achieves a COP (coefficient of performance) that is 50 to 70 times higher than that achieved by a standard brewery cooling system.
The new Lotus lauter tun design means that, given the required performance and wort quality, the source area per outlet can be extended up to at least 2.5 m2. This means that Lotus ideally meets the current requirements for a lauter tun. As the international market for artisan beer speciality brewing is booming, a lauter tun must not only be able to process a variety of charges and original worts efficiently, but also have a "simple and smart" design. Apart from lauter tuns, Ziemann also offers proven mash filter technology.
Moreover, Ziemann will demonstrate at the BrauBeviale that the company offers custom-made solutions for both artisan and large-scale breweries - from the brewhouse to the pressure tank cellar. The range of brewhouse offers ranges from malt supply via the grist mill, mash vessels, lauter tuns, mash filters, wort kettles and the whirlpool to the wort-cooling facilities. The cooling block is also fully covered, i.e. fermentation and storage tanks, pressure tanks, yeast and water tanks and the necessary process technology. Last but not least, Ziemann is a highly sought-after partner when it comes to the modernisation, capacity extension or turn-key construction of a brewery.
Hall 6, Stand 100
ZIEMANN International GmbH
Schwieberdinger Strasse 86
Phone: +49 7141 408 377
E-mail: [email protected]
17 Sep. 2014