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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.

Rastal at the CeBIT 2017

At CeBIT 2017 in Hanover, Rastal presented the Rastal Smartglass at the stand of Deutsche Telekom AG.

With this global innovation, digitalisation aims to make its way into a still virtually completely analogue area of life – the catering trade. An integrated chip using NFC technology allows the smart glass to communicate with its surroundings. Restaurateurs can now get access to detailed information for example on beverages sold, bar wastage and time of serving in real time. This information can be evaluated and visualised at any time using the Cloud of Things of Deutsche Telekom.

The Rastal Smartglass represents the innovative way for restaurateurs to increase customer loyalty and set themselves apart from the competition. Don’t hesitate, find out more about the Smartglass today!

10 Apr. 2017



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