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.
India. Despite shorter sales window, TASMAC does brisk business
The recent decision of Tamil Nadu State Marketing Corporation Ltd (TASMAC) to curtail the working hours of its outlets has had no impact on sales, inquiries reveal. TASMAC, a government-owned company, has a monopoly over wholesale and retail vending of liquor in the State.
For instance, at TASMAC’s outlet in Guindy, the sales have been consistent despite reduced operating hours. The salesman on duty, wishing anonymity said, “There was a slight dip during the first week when the government curtailed the operating hours. But it was not a drastic dip, just 2-3 per cent. Now, its sales as usual,” he said. This outlet churns out revenues of between Rs. 1.8 lakh and Rs 2.10 lakh on a weekday, which goes up by 10 per cent during weekends.
A Manager at an outlet in Anna Nagar concurred. “People stand in queue by 11 am and when the shop opens at 12 pm, there is a huge crowd in front of the counters.” The TASMAC outlet at Chintadripet market saw its sales fall by 20 per cent in June. But the staff there said that sales have stabilised and the per day revenue is anywhere between Rs. 2 lakh and Rs. 2.2 lakh. “Our consumers are people who work in market areas. These people are now purchasing liquor the previous night and stocking them,” said the salesmen at this outlet.
Staff manning twenty TASMAC shops at prime locations in Chennai including T. Nagar, Egmore and Anna Salai echoed the same views.
‘Sales figures under audit’
When asked for sales figures after the change in working hours and winding up of 500 retail vending shops, TASMAC, in reply to an RTI query filed by The Hindu, said, “The details are under audit.” To another query on revenue details of the 500 shops that downed shutters, TASMAC said, “Shop-wise revenue details are not maintained separately in our records.” The Managing Director of TASMAC did not respond to calls and text messages.
Another senior TASMAC official said that data is available only till May 2016. “If you need more information, the Minister is the right person,” he said.
A union member said that earlier, sales data was made available on a day-to-day basis, but for the last two months, the figures are being kept under wraps. “Unless the statistics are revealed, one cannot say whether the cutting down of time has really helped,” the union member added. As on July 31, 2016, TASMAC had 6,195 outlets functioning across Tamil Nadu.
7 Sep. 2016