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.
India. Ban on gudumba boosts sales of beer in Telangana
Swiftly reacting on the government’s orders, excise officials with the help of police, Revenue and other departments conducted raids and destroyed gudumba manufacturing units across the State. Sale of jaggery was also banned in rural areas and cases were registered against the people those who kept jaggery in their homes. Moreover, the police department was also empowered to register cases against the people who were engaged in the manufacture and sale of ID liquor.
As part of the drive, excise officials were also obtaining written declaration from the sarpanchs of various villages. Sarpanches should confirm that there was no manufacture and sale of gudumba in their village. According to the statistics of Prohibition and Excise department, there was 27.52 percent increase in sales of IMF liquor and 14.62 per cent increase sale of beers in December 2015, i.e. 27 days after the district was declared as ID-liquor free area.
About 53,775 cases of IML and 48,480 cases of beers extra were sold in December making additional revenue of INR 24.34 crore to the department. A total of 2,49,172 IML cases were sold as against 1,95,397 in December 2014 while 3,79,971 beer cases as against 3,31,491 in 2014. About 1,02,563 IML cases were sold in Karimnagar excise district making it the highest number of IML sale in the district while Jagityal stood first in the beers sale by selling 1,56,488 cases.
Speaking to The Hans India, Excise Superintendent, M Shankaraiah said that there was a 33 percent hike from October to December 2015 when compared to 2014. The reason for such increase in IML and beer sales was only because of successfully controlling gudumba in the district, he said.
26 Jan. 2016