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4-2017

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.

India. UBL plans to launch Kingfisher Buzz in all major cities by December

Beer maker United Breweries is looking to introduce its recently launched malt-based ready-to -drink (RTD) beverage ‘Kingfisher Buzz’ in all major cities of the country by this year-end.

Kingfisher Buzz is currently available in two flavours – berry and lychee — in Mumbai, Pune and Thane.

The company plans to add more flavours to expand its portfolio in the segment.

“In the next few days, we will be launching in Bengaluru and Goa, followed by Delhi. Over the next 12 months, Buzz would be made available across all major cities and towns in India,” UBL Senior VP Marketing Samar Singh Sheikhawat told PTI.

Kingfisher Buzz would be in direct competition with Bacardi Breezer, which is a market leader in the segment.

“The introduction of Buzz marks UBL’s latest efforts in product innovation, and is an extension of the company’s portfolio that caters to even non-beer drinkers. We have launched Buzz with the intention of extending our product portfolio and are expanding our customer base to make a steady impact in the RTD segment,” Sheikhawat said.

Over expansion of Buzz in other flavours, Sheikhawat said: “This category demands the introduction of new flavours and we have concrete plans of introducing new variants in the coming months. Our product development team is constantly innovating and we have some exciting flavours in the pipeline.

Currently, the estimated market size of RTD is of around 2 million cases and the segment has an annual growth of around 11-12 per cent.

“Kingfisher Buzz is targeted at urban young men and women, who are above the legal drinking age, and are looking for a differentiated alcobev experience,” he said adding that the Buzz’s packaging is young and edgy, which makes it ideal go-to drink for our target audience.

For branding and marketing of the product, UBL which is now majorly-owned by Dutch beer maker Heineken, would focus on digital platform.

25 Jan. 2016

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