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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.

India. Kaama looks to double sales of craft beer Witlinger

After its trial run since 2014 in the Delhi market, Kaama Impex Private is all set to double the sales of its craft beer Witlinger in the country with a big marketing strategy planned for the current and next financial years (FY).
1383666122-1915"We introduced the Witlinger beer in Delhi in 2014 in the draught form. It was launched in the bottled form since April 2016 and for this FY, we expect to sell 1.5 lakh cases across the region of our presence,"
Anuj Kushwah, managing director and founder of Kaama Impex Private, told reporters in Panaji on Thursday.

He said the company is looking at a sale of 3 lakh cases during FY18 and expecting to double growth with expansion of markets.

Claiming that the Witlinger is a premium segment beer that is not for masses but for classes, Kushwah said the company, after Delhi and Goa, plans to reach out to Mumbai, Bengaluru, Chennai, Pune and Chandigarh markets in a strategic manner by the end of 2016.

"We are looking to capture 30 per cent of the premium beer segment," he said, adding that the company owns the brand Witlinger, which is brewed in the UK.

"Indian premium beer industry is set to grow at 30 per cent year on year and craft beer will share the biggest chunk of this growth,"
he further informed.

The company, which has presence in Goa, expects to sell 30,000 cases by March 2017, capturing 80 per cent of the state's premium beer market segment.

7 Oct. 2016

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