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.
Thai craft beer comes of age
It's mission accomplished for Thai craft-beer pioneer Full Moon Brewworks, which after years of hard work snatched the gold medal at the recent World Beer Awards in London. Now it's ready to take on the world with its new brew, Chatri IPA.
Sukij Thipatima has certainly come a long way from being widely dismissed for a crazy idea to make his own "craft beer". That was seven years ago and no one had even heard the term. Draft beer was still dominating the Thai market.
Sukij embarked on a mission he called "man on the moon" to perfect his home brews and offer local sons of the suds something different. He quit his day job, took a course in Germany at the brewing institute VLB-Berlin and came back in a hops-redolent froth.
It took three excruciating years to get the right permits, but Sukij and his pal Kamalas Pattanapaisarn persevered in their laboratory, experimenting with both local and imported ingredients. Because Bangkok was still oblivious to the concept of craft beer, they moved their base of operations to Phuket, where the expatriates and foreign tourists immediately embraced his quality suds with Thai flair.
The beer brewed on site at Full Moon Brewworks includes the signature light and delicate Phuket Lager, which has the aroma of Thai gaba rice, and the British-style Andaman Dark Ale with the pleasant caramel fragrance of Thai black sticky rice.
An adventurous blend of wheat, oatmeal and malt spiced with tropical tangerine peel and Chiang Mai coriander seeds yields the subtle and flavourful Oriental Wheat.
The brewery also makes several other seasonal varieties, such as Inthanon Fruit Ale, with a citrus character from Galaxy hops; Bohemian Lager, with pure German malt; and Pandanus Green Ale, specially crafted to celebrate the St Patrick's Day but with local flavour.
Normally you'd have to be in Phuket to try all these, since they're only available on tap, although Chalawan Pale Ale and Chatri IPA also come in bottles.
Just like the ruthless yet charming Chalawan, the crocodile king of Thai folklore, the pale ale named for him balances bitterness and sweetness. Crafted from Pilsner malt and roasted Munich malt, it has a medium body with moderate carbonation. It delivers a caramel note flanked by lychee, citrus and floral aromas that glide into a long finish, thanks to the robust profile of Cascade and Columbus hops.
In August Chalawan Pale Ale won the gold medal at the prestige World Beer Awards in London, becoming the first craft beer from Thailand to win.
Earlier this month the brewery introduced a new bottled beer, Chatri IPA, at an event at the Ramada Plaza Bangkok Menam Riverside. For this entry, Full Moon collaborated with Australian craft-beer maker Stockade Brew - winner at the World Beer Awards last year - to perfect the flavourful blend.
Chatri (Thai for "honourable men who know how to fight) is a blend of malt, rye and three types of Australian hops with intense aroma and texture. The pleasantly grassy, hoppy brew is balanced with the sweet malt, rendering refreshing and light citrus and grapefruit nose.
"The microbrewery business in Thailand isn't easy," says Sukiij. "There's a series of challenges involved, and Full Moon almost had to close three years ago. We knew the risks from the beginning. We knew it wouldn't be easy and that the chance of failure was high. But we had to keep going, keep the quality up and to be creative.
"Our philosophy has stayed the same - to merge and combine different techniques and different styles of beers to create new experiences. Our idea of the 'power of contradiction' is to push the boundaries and expand the horizons."
Suds you can savour
The Full Moon Brewworks Microbrewery & Restaurant is at Junceylon in Phuket.
30 Sep. 2016