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Global hop market

A 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 Russia

Germany 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.


Japan. Suntory to focus on Beam and own beer, not new deals: president

Suntory Holdings Ltd., the nation’s third-ranked beer maker by market share, wants to focus on boosting profits at its Beam spirits unit and upgrading its own beers rather than on buying SABMiller PLC’s Peroni and Grolsch brands in Europe.

“We studied it, but we have no interest now in acquiring any other business at this moment,” President Takeshi Niinami said Friday, when asked at a media event in Tokyo if he had looked at buying those brands. “We have to concentrate on integration of Beam — we want to concentrate on this integration say at least for three to four years.”

Asahi Group Holdings Ltd. said Tuesday it is considering making an offer for Peroni and Grolsch as it seeks overseas growth amid Japan’s stagnating beer market. Suntory, which lagged Asahi and Kirin Holdings Co. in beer sold in Japan according to 2014 data from Euromonitor International, acquired in the same year the maker of Jim Beam and Canadian Club liquor for $16 billion to boost its sales of spirits worldwide.

“I’m confident that we’ll be able to double the EBITDA of Suntory Beam by the end of 2020,” Niinami said at the event, organized by the Foreign Correspondents’ Club of Japan. The newly created spirits unit still needs to increase its footprint in emerging markets such as China, India, and the Central and South Americas, he said.

Suntory wants to try to differentiate from its competitors in beer through craft and premium brews, said Niinami, as tastes for beer in Japan become more sophisticated. The company’s Suntory The Premium Malt’s held a 3.7 percent market share in 2014, the seventh-ranked beer in Japan behind brands such as Asahi Super Dry and Kirin Tanrei, according to Euromonitor data.

18 Jan. 2016



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