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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.

Malaysia. Tapping into an auspicious year

Chinese New Year celebrations kicked off with a cheer for the Star Media Group Bhd (formerly known as Star Publications (M) Bhd) management and staff as Carlsberg Malaysia visited Menara Star in Section 16, Petaling Jaya.

Carslsberg MalaysiaStar Media Group chief executive officer and managing director Datuk Seri Wong Chun Wai, along with the senior management team, and Carlsberg managing director Henrik Juel Andersen officiated at the event by tapping beer from the Carlsberg Auspicious Bamboo.

Andersen said this year’s Chinese New Year 2016 promotion was a word-play on “one” and “six”, which in Mandarin — “yi liu” — meant auspicious.

“We have designed seven cans, with phrases for good fortune and good friendship, among other things, that are available in stores now,” he said, adding that this was the first time the brewer was carrying out such a festive promotion.

Andersen added that for 2016, the company was looking at a slightly soft market.

“It does not mean it will be a bad year, and we should be able to make our shareholders happy, but it will be challenging for the beer industry as well as for consumer goods,” he said.

1 Feb. 2016



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