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.
In high spirits: India’s drinking laws
According to Delhi excise rules, no individual can stock more than 18 litres of wine, liquor, beer, cider and alcopop and 9 litres of Indian and foreign liquor (whisky, rum, gin,vodka) at home or for parties. Those travelling from another state to the capital cannot carry more than a litre of any category of liquor and those coming from abroad can bring only 2 litres of foreign liquor with them.
The state allows households to stock 2 bottles of IMFL (Indian Made Foreign Liquor); 1 case of beer (650 ml per bottle); 2 bottles of imported liquor of any size (either 1 litre of 5 litres); 2 bottles of country-made liquor and a bottle of brandy. Those looking to stock more can obtain a L-50 permit (annual fee of Rs 1,000 and lifetime fee of Rs 10,000).
It allows individuals to stock 6 bottles (750 ml each) of country liquor; 18 bottles (750 ml) of IMFL liquor, of which 6 bottles can be of Imported Foreign Liquor; 12 bottles (650 ml) of beer ; 6 bottles (750 ml) of rum; 12 bottles of wine and 6 bottles (750 ml) of vodka/gin/cider. For those still not satisfied, the state allows more private possession through a L-50 form, that can be bought for Rs 200 (for a year) and Rs 2,000 (lifetime payment).
Till 1976, liquor could only be bought in this north-eastern state through a prescription from a registered medical practitioner, but the law was amended in 1976. The state now allows its residents 12 IMFL bottles of “reputed” alcohol, each of a maximum 750 ml. There are no provisions for stocking more.
The state allows residents 12 bottles or 9 litres of IMFL. There are, however, provisions for individuals looking to hold parties. For domestic parties, licences can be bought for
Rs 2,000 plus taxes while for commercial ones, the rate has been set at Rs 10,000 plus taxes.
36 bottles of whisky and 48 of beer permitted per person. For anything more, the L-50 licence is applicable. The hill state also offers concessions under a special licence called 50-A.
The sunshine state allows 12 bottles of IMFL liquor; 24 bottles of beer; 18 bottles of country liqour, 6 bottles of denatured spirit and rectified spirit at home. Goa, though, has strict punishment for violators. As per its excise act, punishment includes (rigorous) imprisonment which may extend to seven years, with or without fine (minimum punishment not to be less than six months).
22 Feb. 2016