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.
China. Anheuser-Busch InBev Divesting Its Stake in World’s Largest Beer Brewer
Anheuser-Busch InBev recenty announced the $1.6 billion sale of SABMiller's stake in Chinese brewery CR Snow. The deal is part of AB InBev's ongoing efforts to "proactively address regulatory considerations" in its bid to secure approval for its mega-merger. However, there was likely a deep sense of disappointment that the company couldn't keep its ties to the Chinese brand.
China is the biggest beer market in the world, accounting for a fifth of the world's total volume and having surpassed the U.S. for that title way back in 2002. And CR Snow itself has grown to be the biggest brewer in the world by volume, controlling 5% of the global beer market, more than Bud Light and Budweiser combined.
While Anheuser-Busch and Miller dominate more than 70% of the U.S. beer market, CR Snow controls about 70% of the Chinese market. Anheuser-Busch surely wanted to hold onto such a sizable partnership, but the antitrust hurdle was likely just too high. The company was resigned to selling its stake in CR Snow to Miller's joint venture partner China Resources Breweries.
When InBev bought Anheuser-Busch in 2008, it agreed to a few stipulations in China to get around antitrust concerns, including:
Anheuser-Busch could not increase its stake in Tsingtao Brewery.
InBev could not increase its 28.5% position in Zhujiang Brewery.
AB InBev could not own any part of Beijing Yanjing Brewery.
And most importantly, it also could not own any part of CR Snow.
If it wanted to get over that last hurdle, Anheuser-Busch would have to get the approval of the Chinese Ministry of Commerce (MOFCOM), which has proven to be leery of allowing outside investors to hold majority positions in Chinese companies. That was hinted at in its demands that Anheuser-Busch be prohibited from increasing its stake in any domestic brewer and suggested that any sort of relationship with the brewer was going to be difficult under China's anti-monopoly law.
Yet the sale price for Miller's 49% position in CR Snow was something of a surprise, as some analysts had been valuing the Chinese brewer at as much as $3.5 billion, or double what the company received. Other analysts speculated that regulators may have influenced the deal -- with China Resources having the right of first refusal, it was able to acquire the remaining stake at a bargain price.
The sale, however, adds to a string of assets Anheuser-Busch has agreed to divest to win regulatory approval around the world.
In the U.S., Miller's joint venture with Molson Coors, MillerCoors, is being sold for about $12 billion, giving up some of the better performing domestic brands, such as Coors Light and Miller Light. Both of those beers have gained market share in recent periods, even though overall volumes are down as a result of the sustained popularity of craft beer, which now accounts for 11% of all beer volume in the U.S. and almost 20% of dollar sales.
In Europe, AB InBev is also shedding two popular brands, Italy's Peroni and Grolsch from The Netherlands, which it is selling to Japan's Asahi Group Holdings for $2.8 billion.
The size of the new Anheuser-Busch-Miller brewery, should it win regulatory approval, will still be massive. The company will have annual revenue of about $64 billion, representing about 30% of global beer sales, putting the Anheuser-Busch back on top worldwide.
It was a deal that most had expected, and though the price is less than what many predicted, Anheuser-Busch InBev will still be a major force in the industry going forward.
14 Mar. 2016