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.
NürnbergMesse founds the Beviale product family
- A big international family: Russia, China and – new – Italy the focal point
- Trade fairs cover the entire beverage technology and craft beer process chain
A new family member at NürnbergMesse: The “Beviale Family” is presenting itself for the first time at BrauBeviale, which opens on Tuesday in Nuremberg, and right from the start is showing its international alignment. “With the craft beer fairs in Italy and China, we are complementing our existing platforms for beverage technology, BrauBeviale in Nuremberg and Beviale Moscow, and at the same time opening up key growth markets for customers”, state Dr. Roland Fleck and Peter Ottmann, CEOs of the NürnbergMesse Group, explaining the extended network. As is the case with the mother event BrauBeviale, the new craft beer trade fairs cover the complete beer production process chain – the entire spectrum from aromatic hops to beer taps.
1 x Beviale and 2 x Craft Beer is the success formula for 2017:
- Beviale Moscow from 28 February to 2 March 2017 in Moscow
- CRAFT BEER CHINA from 17 to 19 May 2017 in Shanghai
- CRAFT BEER ITALY from 22 to 23 November 2017 in Milan
“At BrauBeviale, we have for several years been offering exhibitors from the craft beer sector a highly successful forum. The first edition of CRAFT BEER CHINA has shown that the theme is also meeting with great interest in growth markets”, says a satisfied Rolf Keller, Member of the Management Board NürnbergMesse. “We are adjusting the new events to the respective regional conditions. As a result, we are offering international exhibitors the opportunity to open up these regional markets.”
NürnbergMesse China organizes CRAFT BEER CHINA in cooperation with the Chinese media company The Beer Link. Additional expertise is provided by Doemens, a private training and consulting institute for the brewing, beverage and food sector. The next CRAFT BEER CHINA in Shanghai will be held from 17 to 19 May 2017.
New: focus on Italy
In addition to CRAFT BEER CHINA, in future a further craft beer trade fair will complement the Beviale Family – and it will do so in the country of the “Dolce Vita”. From 22 to 23 November 2017, CRAFT BEER ITALY will be held for the first time at the Talent Garden Milano Calabiana in Milan. Together with its partners, Doemens and the Versuchs- und Lehranstalt für Brauerei in Berlin (VLB, Research and Teaching Institute for Brewing), who are contributing their specialist know-how, NürnbergMesse Italia is organizing a conference with a parallel specialist exhibition for the Italian craft beer scene. The event is placing the focus particularly on technologies, raw materials and marketing along with quality development and continuation training.
From raw material up to marketing
The spectrum of the new craft beer events begins with the raw materials, which are particularly diverse for craft beers: in addition to hops, malt and barley, breweries often use exotic ingredients such as herbs or berries. Accessories such as mashing or brewing kettles, filling and bottling plants are specially designed for smaller volumes, which are also suitable for home or amateur breweries. The specialization extends across logistics up to beer marketing, for example with the appropriate packaging and brand-specific beer tap systems.
Presentation of the Beviale Family at BrauBeviale
Interested parties will be able to obtain further information from 8 to 10 November 2016 at BrauBeviale in Nuremberg. The organizers of the Beviale Family events are presenting themselves at the trade fair in Hall 7A, Stand 115.
About the NürnbergMesse Group
NürnbergMesse is one of the 15 largest exhibition companies in the world. Its portfolio covers some 120 national and international exhibitions and congresses and approx. 40 sponsored company pavilions at the Nuremberg location and worldwide. Every year, around 30,000 exhibitors (international share: 41 %) and up to 1.4 million visitors (international share of trade visitors: 24 %) participate in the own, partner and guest events staged by the NürnbergMesse Group, which is present with subsidiaries in China, North America, Brazil, Italy and India. The NürnbergMesse Group also has a network of about 50 representatives operating in over 100 countries.
9 Nov. 2016