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.
Press releases about BrauBeviale
- Almost 38,000 trade visitors on three days
- Creative beverage culture on everyone’s lips
- Bayerischer Bierorden (Bavarian Beer Award) presented to Horst Seehofer
98 percent satisfied with the range of products and services at the fair
The exhibitors were delighted with the extremely keen interest on the part of the highly qualified trade visitors, 90 percent of whom are involved in the investment decision-making process at their respective companies, according to the result of a survey conducted by an independent institute. Around 98 percent of the beverage specialists were satisfied with the range at the fair. For 91 percent it is already certain that they will be visiting the next BrauBeviale again. The trade visitors from abroad mainly came from Italy, the Czech Republic, Austria, Switzerland, the Netherlands, Belgium, Russia, Poland and Great Britain.
Support program given top marks
The trade visitors gave top marks to the supporting program. There was immediate success for the first EXPORT FORUM German Beer, which was already held the day before the fair, as there was for the MicroBrew Symposium. The Forum BrauBeviale with issues taken directly from the sector for the sector, [email protected] with important impulses in the beverage packaging sector and, not least the “Creative beverage culture” trend theme, met with great interest among the visitors. In this connection, among others retailers, restaurateurs/caterers and also producers attended the tasting sessions conducted by renowned beer sommeliers and spirits tasters in the Craft Beer Corner. But non-alcoholic beverages also featured at the event: the water-tasting sessions conducted by trained water sommeliers also attracted large numbers of visitors. Exceptional beer specialties were also on offer and provided an experience away from the exhibition centre: in the atmospheric “Schanzenbräu & Friends” after-show party or the numerous restaurants and bars, which formed part of the “BierErlebnis Nürnberg” (Nuremberg Beer Experience).
Bayerischer Bierorden 2016 (Bavarian Beer Award) presented to Horst Seehofer
Horst Seehofer, Minister President of the Free State of Bavaria, was presented with the Bavarian Beer Award within the framework of the official fair opening on Tuesday. In their laudatio, the Private Brauereien Bayern (Association of Private Bavarian Breweries), the organizer, wrote: “The Bavarian Minister President is actively committed to supporting the small and medium-sized brewers in relation to numerous issues in the Free State – as well as the German Purity Law as an element of lived consumer protection and also the protection of Bavarian beer in global trade.” In her opening speech, Ilse Aigner, Bavarian State Minister for Economic Affairs, Media, Energy and Technology, pointed out that almost every second brewery in Germany is located in Bavaria, in Upper Franconia we even have the highest concentration of breweries in the world. We are and remain the country of family-run breweries. That guarantees not only quality but also makes a decisive contribution to the regional value-added chain.”
European Beer Star 2016: Consumers’ Favourite
Already in the run-up to the fair, over 120 experts assessed the 2,103 beers from all continents submitted in 57 categories for Europe's largest beer competition. The world’s best beers, awarded gold medals, were tested by several thousand trade visitors on the first day of the fair, who then voted for their Consumers’ Favourite 2016: gold went to the Belgian-style Witbier from brewery MC77-Birrificio Artigianale (Italy). The silver medal went to Long Sun Brewing (Taiwan) for their amber-coloured wheat beer. The trade fair visitors’ selection for third place was the dark wheat bock produced by Kronenbrauerei Alfred Schimpf (Germany).
The list containing all the winners of the European Beer Star 2016 along with the contact data for the breweries, photos and graphics are available on: www.european-beer-star.com/en
Make a note of the dates!
While BrauBeviale, Nuremberg, will be taking its scheduled break next year, three Beviale Family events abroad will be held on the following dates:
- Beviale Moscow, 28 February - 2 March 2017, Moscow
- CRAFT BEER CHINA, 17 - 19 May 2017, Shanghai
- CRAFT BEER ITALY, 22 - 23 November 2017, Milan
BrauBeviale in Nuremberg will open again from 2018:
- 2018: 13 to 15 November
- 2019: 12 to 14 November
- 2020: 10 to 12 November
14 Nov. 2016