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 the BrauBeviale 2014
With the ‘Brewery of the 21st Century’ ZIEMANN International GmbH, Ludwigsburg is creating the infrastructure to convert a brewery completely or partially to renewable energy sources. The operation with renewable energy sources includes the heating and cooling of a brewery. Ziemann will be presenting this concept together with the natural cooling technology ICE AGE at the BrauBeviale. This holistic approach fundamentally differentiates the ZIEMANN concept from all energy storage solutions previously presented on the market.
At the heart of the ‘Brewery of the 21st Century’ are intelligent hot water storage tanks and distribution circuits, with all consumers supplied ‘just in time’. With 120° C and 95° C, the distribution circuits cover the two most important temperature levels of the hot-water operated brewing process. The circuits are fed by a consistent heat recovery system and renewable sources, such as solar heat, biogas or geothermal energy. The respective heat source is incorporated into the heat circuits as a modular unit. This facilitates the heat supply to a brewery in accordance with the very pragmatic principle of ‘plug, heat and brew’.
The renewable cold generation is ensured via well-tested energy/heating/cooling coupling systems. Ziemann feeds the cooling energy of the bottled beer back to this independent cold storage and distribution circuit and, thus, opens up a previously unused source of cooling.
ICE AGE, another interesting module of this ‘Brewery of the 21st Century’, is one of Ziemann’s main innovation topics at this year’s BrauBeviale. In this process, natural cold is stored in the form of technically generated snow, which generates cold water as it melts. This supplies the consumers within the brewery with cold energy.
The long-term goal of Ziemann’s energy management concept ‘Brewery of the 21st Century’ is a brewery that is independent of fossil fuels, with energy costs that can be predicted in the long term. Ultimately, this allows the master brewer to brew with traditional recipes alongside creating new styles of beers. Partial mashing, long wort boiling times and lower storage temperatures are now economically and ecologically justifiable. In times of internationally increasing demand for beer specialities, this is the key to success for a 21st Century Brewery.
Hall 6, Stand 100
For further information, please contact:
ZIEMANN International GmbH
Schwieberdinger Strasse 86
Phone: +49 7141 408 377
E-Mail: [email protected]
28 Oct. 2014