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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.

Thailand. Singha Beer to target London foodies with immersive Thai New Year experience

Thai beer brand Singha is to host a two-day immersive dining experience in celebration of its home country’s new year, thanks to a tie-up with foodie group Shuttlecock Inc.

pic0318_thai_new_yearThe ‘Songkran’ event – a celebration of the traditional Thai New Year – will take place on 14 and 15 April at Shuttlecock’s dedicated dining space, Carousel, in London’s Marylebone.

Singha aims to transport participants to the city of Chiang Mai through food, drink, sights and sounds. Guests will be guided into an indoor bustling street market filled with pop-up food stalls, shops and bars, where they can sample three Thai dishes from the central, northern and southern regions.

Bottles of the brand’s beer will also be distributed among the crowd, with two free drinks provided to each ticketholder.

Visitors will then be taken along a recreation on the Ping River, where they can visit a floating market before creating and casting away a wish lantern. The evening will wrap with a traditional Thai music, dancing, a countdown to the new year and surprise installation inspired by the traditional Songkran sprinkling of water.

The brand, which is distributed in the UK by Molson Coors, is working with PR agency Eulogy to stage the experiential event.

7 Apr. 2016

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