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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.


Carlsberg brings international brand to Viet Nam

Carlsberg Vietnam officially introduced Tuborg, its premium international beer, to Viet Nam on Friday. Tuborg is the number one brand of beer by volume in the Carlsberg Group portfolio, and is sold in more than 70 countries and continues to grow globally, particularly in Asia.

"Viet Nam is a big market with a large, young population who are very socially active and love to share fun moments together with their friends. That is why we strongly believe Tuborg is perfectly suited for Vietnamese consumers and we are very excited to bring Tuborg to Viet Nam," said Carlsberg official Tayfun Uner at the launch.

"While the brand is fun and young, it also has over 140 years of a proud European brewing heritage. The pull-off cap and special embossed bottle, make the brand immediately distinctive – setting this brand apart from anything else in the market. We are optimistic that Vietnamese consumers will love Tuborg", he said.

Tuborg beer began in Hellerup, north of Copenhagen, where the Tuborg Brewery brewed Denmark's first Pilsner-type beer in 1880 and packaged it in bottles with a distinctive green label. It instantly became popular with the Danes and has since grown to become Denmark's best selling beer. — VNS

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11 Apr. 2016



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