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.
Asahi, others shortlisted in sale of AB InBev’s east European beers: sources
Anheuser-Busch InBev , maker of Budweiser, Stella Artois and Corona beers, agreed to sell the brands, which include the Czech market leader Pilsner Urquell, to help get clearance from competition regulators for its US$100 billion takeover of SABMiller.
The brands up for sale, which also include the Polish beers Tyskie and Lech, Hungarian beer Dreher, Romania's Ursus and Topvar in Slovakia, are estimated to be worth more than 5 billion euros (US$5.5 billion).
Asahi has already bought SABMiller's Western European brands Peroni and Grolsch and could be interested in expanding its European presence. A source close to one of the other bidders said Asahi continued to be viewed as the favorite given its existing global distribution channels.
"There is a chance (for us) but the favorites are elsewhere," the source said.
Another bidder making it onto the shortlist is the Jacobs-led group, which includes Czech family office R2G and Canadian pension funds manager PSP Investments, said Jakub Dyba, an executive at R2G.
R2G manages the assets of former CGS tyre firm founder Oldrich Slemr and the founders of software firm Avast.
Three sources familiar with the matter said PPF, the investment firm of Czech business tycoon Petr Kellner, also made it to the shortlist. Two of the sources said Asahi was included while one of them said a joint bid by private equity firms Bain Capital and Advent was also through to the next round.
Officials at PPF, Jacobs, Asahi and Advent declined to comment. Bain was not immediately available to comment.
AB InBev received at least six indicative offers last week. Binding offers are due next month.
China Resources also made an initial bid, as did KKR , jointly with specialist regional private equity firm Mid Europa Partners.
Sources familiar with the sale process say the main attraction for all bidders is Pilsner Urquell, which has export potential as well as a 40 percent share of the Czech market, the biggest beer market in the world in terms of per-capita consumption.
14 Nov. 2016