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. Yunnan tea gives Boxing Cat Brewery a knockout
The guys at Boxing Cat say their Yunnan Amber is brewed with three different malts and three hop varieties. It carries light caramel tones and low hop bitterness, and the addition of Dianhong black tea from southwestern China gives the drink a light floral finish.
The Yunnan Amber Ale started to show up in their taprooms last week and quickly became a hit with craft beer aficionados.
Boxing Cat has been a mainstay in Shanghai since 2008. It was one of the first microbreweries to be established in China, riding the wave of global craft beer growth. It has a familiar back story: a home brewer wanted to turn his hobby into something bigger.
The dream of owning one’s own business, and doing something that he enjoyed, along with the right business partners, was enough motivation to get things started.
Boxing Cat’s name comes from a moment when one of its founders, Gary Heyne, was playing with his pet. He liked how the cat would paw at him, as if the two were sparring in a boxing ring. The moment stuck.
The company started out with an edge-of-town location but eventually expanded to two more-central spots, along with an off-site brewing facility. Over the years, it has won a range of culinary awards in Shanghai. The concept was simple: make good beer, serve good American comfort food. Fittingly, the brewpubs look like they wouldn’t be out of place in the American northwest.
Boxing Cat now brews more than 30 different beers at various times of the year, including collaborations with other craft beer breweries. In particular, it has worked with Hong Kong’s Young Master Ales to create Buddha’s Bold Gesture IPA, a hoppy ale infused with Buddha’s hand citron.
It was jokingly called their first collaboration brew made in one country and across its two systems.
Boxing Cat’s own Xixi Goji Ale is particularly delightful, creamy with soft wine notes.
Hop heads will be delighted by the Upper Cut India Pale Lager and TKO India Pale Ale. For something a little stronger, the Bare Knuckle Barleywine offers layers of raisin, toffee and chocolate flavors. The incorporation of gula melaka sugar from Malaysia brings some Asian flavors to the table.
Ultimately, beer is the product of four things: water, hops, barley and yeast. Increasingly, we see craft breweries adding their own signature and flair to new creations, and that is the beauty of small-scale, high-end beers.
29 Apr. 2016