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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.

China. Investment advisor about the causes of Carlsberg’s problems

Liang Ming Xuan, the investment advisor in the food, sees two main reasons for the significant losses of Carlsberg in the beer market during the three quarters of last year.

The expert believes that the first reason is the overall decline of the brewing industry, especially in the Russian market. The second reason is the low efficiency of company management and the lack of innovative products that could attract consumers.

According to Liang Ming Xuan the closure of the Carlsberg breweries and downsizing will help to reduce costs in the short term, but will not be able to solve more important problems.

Having arrived at the Chinese market, Carlsberg has developed a new product that corresponds to the tastes of the local population. Familiar to European consumers intense flavor of beer does not correspond to the preferences of the Chinese. This was a major mistake.

Furthermore, the brand positioning is a bit confusing and disconcerting. The company is presented on the market of high-quality beer and has completely denied the low-end products. A number of mergers and acquisitions (M&A) did not bring the desired result.

As a result, a lot of minor, at first sight, mistakes led to big problems for the company.

23 Feb. 2016



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