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.
Sri Lanka tax policy that promotes hard alcohol use is ‘shocking’: beer maker
The firm said in October tax on mild beer (lower alcohol content) was raised by 27 percent and strong beer by 32 percent. In November taxes on strong beer was raised by another 29 percent.
Though a reduction in tax on mild beer was announced in November it was quickly reversed again taking the total tax increase up to 70 percent.
While excise tax on strong beer was raised 70 percent, tax on arrack, Sri Lanka's most popular hard alcohol was up only 24 percent.
Tax policy that encourages hard liquor is "unusual and defies rationality" Lion Brewery told shareholders.
"…Sri Lanka is in a unique position; in this country, the tax per millilitre of alcohol is inversely proportionate to the alcohol content in the beverage," Lion Brewery
"In this modern day and age this is a shocking policy anomaly".
Lion Beer said its sales fell after the double tax hikes. It said the gap had been picked up by hard alcohol.
Industry analysts estimate legal hard alcohol sales have increased over 10 percent last year. Hard alcohol sales were also helped by a crackdown on tax unpaid bottles produced by some distilleries connected to members of the ousted Rajapaksa regime.
At one time Sri Lanka had high taxes on beer, which the beer firms said contributed to the abuse of alcohol and moonshine in Sri Lanka. Beer was not popularly consumed by low income earners.
After taxes were rationalised there was an increase in beer consumption. Even construction workers who used to slug a quarter bottle of arrack moved to cans of strong beer.
Anecdotal evidence seem to suggest a reversal of the trend though no data from a scientific study is available.
But Lion Brewery (Ceylon) Plc said revenues fell 4 percent to 8.2 billion rupees in the December 2015 quarter, from a year earlier. After tax profits fell 17 percent to 461 million rupees.
Tax collections on beer which was 2.2 billion rupees in September had fallen to 1.8 billion by December, the firm said.
When taxes are raised on good with elastic demand total tax revenues will fall.
If demand is relatively inelastic and tax hike will reduce the quantity demanded, but not total revenue.
Cigarettes which is strongly addictive and has no close substitutes except 'beedi' a cottage industry product, has a relatively inelastic demand.
Sharply falling sales as well as taxes seem to suggest the ready availability of close substitutes or reduced levels of addiction, or both economic analysts say.
Lion Brewery says in addition to hard alcohol, the toddy industry, a fermented domestic drink, supposedly made from coconut sap, also benefited from higher demand.
Toddy is taxed at 30 rupees a litre compared to strong beer at 315 litre.
"Available information suggests that this so called toddy is made mostly of a
chemical cocktail," the firm said.
"To compound matters, most toddy industry players have a less than perfect reputation for meeting their tax obligations."
18 Feb. 2016