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.
drinktec supports the World Championships for Beer Sommeliers
The World Championships for Beer Sommeliers take place every two years. In 2015 they are being organized for the fourth time, and for the first time the venue is outside Europe. The initiator of these championships is Dr. Wolfgang Stempfl, Managing Director of the Doemens Academy, which has been offering courses in the art of the beer sommelier since 2004. These courses train sommeliers to talk to consumers in a professional and eloquent way about the different types of beer and thereby to enhance their enjoyment of this drink. The competition is open to anyone who has completed the beer sommelier course at the Doemens Academy or who is a member of the Sommelier Union.
“The World Championships for Beer Sommeliers and drinktec fit together perfectly. drinktec has its roots in the brewing industry. We address brewers from all over the world, major international concerns as well as SMEs,” explains Petra Westphal, the Exhibition Group Director at Messe München with responsibility for drinktec in Munich. “That´s why we are particularly keen to support these world championships as a main sponsor.”
Europe is represented in São Paulo by sommeliers from Germany, Austria and Switzerland. From North America there are representatives from the US and Canada. And of course South America is making the most of its home advantage, as the winners from the national rounds in Brazil, Chile and Puerto Rico are among the line-up.
The decision on who will be crowned World Champion Beer Sommelier this year is in the hands of a six-strong jury with expertise in the beer sector and in catering. Dr. Wolfgang Stempfl, the initiator of the competition, is a regular jury member. He is joined by two representatives from the main sponsors: Dr. Elisabeth Wiesen from the Barth-Haas Group, and Petra Westphal from drinktec, both firmly established in the sector and both experts in the appreciation of beer and knowledgeable about the wide variety of beers available. Also on the panel is the reigning World Champion, Oliver Wesseloh, who will be closely inspecting the contenders for his crown. The third lady in the jury is Tatiana Spogis, who was runner-up World Champion in 2013—she runs training courses in the host country of Brazil. And the final member of the jury is top Brazilian chef Alex Atala, representing the restaurant and catering side: he will be casting a critical eye over the recommendations for food to accompany the beer.
Apart from its involvement as a main sponsor in the beer sommelier championships and on the jury, drinktec is also taking a booth at Brasil Brau. As part of the marketing cooperation between drinktec and Brasil Brau, Brasil Brau uses in its promotion the wording ‘powered by drinktec’. Large booth presentations and promotion possibilities at both trade fairs are also a part of the cooperation. Ahead of the next drinktec there will again be a presentation tour in South America in 2016. Through this cooperation with Brasil Brau, drinktec is aiming to strengthen its position on the important Brazilian market and attract new exhibitors and visitors from this region. Brasil Brau has taken place every two years since 1989, initially in different cities across Brazil, but for the last ten years regularly in São Paulo. The last event in 2013 covered 3,000 square meters of exhibition space, and attracted 170 exhibitors and over 8,000 visitors. Half of them were from North America and Europe. The next Brasil Brau takes place from July 15 to 17, 2015 in São Paulo.
drinktec has been held in Munich since its premiere in 1951. A four-year event cycle was introduced in 1985. drinktec 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 and packaging 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 took place at the Messe München exhibition center in Munich from September 16 to 20, 2013, attracted 1,445 exhibitors from 77 countries. And with 66,886 trade visitors from 183 countries, drinktec 2013 celebrated a resounding success.
The next drinktec takes place from September 11 to 15, 2017 in Munich. Further information on drinktec und zur Brasil Brau:
12 Jul. 2015