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4-2017

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.

Jeff Wu: in 2015, the Thailand beer market grew by 1.3%

According to Jeff Wu, Marketing Director of TAP Group, in 2015, the Thailand beer market grew by 1.3% by volume compared to 2014. The share of beer premium segment, where Heineken trademark is available, continued to account for 96% of the market.

TAP Group brews and promotes in Thailand such well-known beer brands like Heineken, Tiger, Cheers and Guiness. The share of the company itself accounts for about 3.7% of the market.

Jeff Wu, that has fulfilled the function of Marketing Director from November 2015, stated that in 2016 the company plans to implement a new strategy to promote three brands: Heineken, Tiger and Cheers.

Heineken use event marketing in order to maintain its leading position in the market of premium beer. The traditional design on the banks with a volume of 320 ml. will be replaced by the images of five cities around the world for the first time in Thailand. They also plan to update the appearance of packaging of Tiger and Cheers beers, to expand the variety of tastes of the last.

The marketing campaign also includes the creation of new experiences and associations with Tiger at consumers using the musical effects.

25 Mar. 2016

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