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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.


Bunny hops: Playboy India to open first beer garden

“The beer garden is not just a beer café but will also have its own brewery,” said Parag Sanghavi, Chairman of PB Lifestyle, the licence holder of Playboy India.

“Our strategy globally has been focused on night clubs, but for India we came up with the idea of a beer garden. One of the reasons for this is India is a ‘young’ market. We are designing a fantastic fusion of fine dining, entertainment, music and some freshly brewed beer.”

The beer garden’s in-house brewery has the capacity to produce 8,000 litres of beer per month and plans are afoot to open another beer garden of 12,000 square feet in Bengaluru in the third quarter of 2016.

PB lifestyle operates beer cafés, casinos and night clubs all over the world but Sanghavi said he prefers to stick with non-casino enterprises for India due to India’s heavy restrictions on gambling. “We plan to open, four night clubs, six cafés and 11 beer gardens in tier-I and tier-II cities of India,” he said.

2 Mar. 2016



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