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.
drinktec 2017: Highlights from the supporting program
Special Area New Beverage Concepts
In Hall B1 and a part of Hall B2 drinktec 2017 is dedicating over 11,000 square meters of exhibition space to the section on raw materials, ingredients, agents and additives. Located in this environment is the Special Area on “New Beverage Concepts”. Here manufacturers present sweetening, coloration and aroma strategies as well as ingredients (fortification) and recipes. The Special Area New Beverage Concepts is directed at product and brand managers and marketing responsibles. Here they can try out the innovative ingredients and beverage concepts and look for new ideas from the flavor experts. This area is designed in an open and interactive way. The exhibitors´ booths are grouped around a “marketplace”, and the bar area in the middle ensures communication and exchange while also offering a tasting area for products.
Innovation Flow Lounge
The Innovation Flow Lounge, which was a big hit at its very first presentation at drinktec 2013, is a kind of discussion and information-exchange platform especially for visitors from the sales and marketing area (12,000 of them attended drinktec 2013). For drinktec 2017 the Special Area “New Beverage Concepts” and the Innovation Flow Lounge will share a common communication and bar area in Hall B1. Beverages manufacturers will be reporting on future themes from the sector in the field of product innovation, packaging and marketing. The themes scheduled for discussion in the Innovation Flow Lounge include:
Influencing the influencers—Use social networks for brand success
Augmented Reality—Sales support on new pathways
Digitally driven drinks—How digital transformation will change beverage markets
How to sell European beverages in Far East Asia
How national brands become globally successful
Further exchange and networking opportunities are provided by a range of action modules, from the “Talking Table” to a “Speakers Corner”. The language of the lectures and for exchange is English.
Powered by: ADM Wild, Döhler, FoodBev, KHS, Sahm
For the fifth time, the drinktec Forum in Hall A2 will be an integral and important part of the supporting program.
Independent experts from research and development will be providing answers and presenting groundbreaking ideas and practical solutions.
The overall themes are:
Process technology for safe beverages
New raw materials
Batch size 1
The themes and speakers are listed in detail at drinktec.com. The last day of the Forum is dedicated to the theme of milk. All the lectures in the Forum are included in the price of an entry ticket to drinktec, and simultaneous interpretation (German/English) is provided at all of them.
5 o’ Clock Theme
A special new highlight takes place each day of the fair, at the end of the day in the Forum: The 5 o’ Clock Theme. Here, on Monday, Tuesday and Wednesday, at 17:00, visitors can experience visionary keynote lectures on future scenarios. The speakers include some of the most innovative minds in the industry. Among them, for example, is the German trend researcher Sven Gábor Jánszky, Director of 2b AHEAD ThinkTank, speaking on “Rule Breaker—How people think whose ideas change the world”. Kishor Sridhar, bestselling author, management consultant and CEO of Verum Unternehmensentwicklung GmbH, will give a talk on the topic “One Step Ahead: Success is made by execution.” Furthermore: Sahar Hashemi, founder of the British coffee bar chain “Coffee Republic” and author of the book “Anyone can do it”.
This is a great opportunity for drinktec visitors to gather fresh ideas for developing their own market and business strategies.
Powered by: KHS, Sidel
[email protected] Symposium
The [email protected] Symposium takes account of the increasing importance of water technology and water management for sustainable beverage production—a topic that has a strong focus at drinktec. The symposium features lectures, panel discussions and information about the subject of water on all days of the exhibition. Here trade fair visitors will find out more about innovative solutions, integrated concepts and practical examples for sustainable water management in the brewing, beverage and liquid food industry. Exhibitors, representatives from the manufacturing companies and experts from research and development will be giving the audience the benefit of their knowledge and expertise in short lectures and panel discussions. The symposium is organized by the VDMA Food Processing and Packaging Machinery Association, the conceptual sponsor of drinktec.
place2beer: place2beer is a new format, a conceptual development from the Brewers’ Meeting Point, which was introduced at drinktec 2013. In Hall B1, on around 500 square meters of exhibition space, the place2beer is a gathering place for brewers and all those who are involved in the world of beer.
A place to experience, experiment and interact—with tastings of beer from all over the world, with lectures (e.g. on the themes of food and beer, packaging and branding), panel discussions and presentations by start-up companies. At the place2beer visitors can also try the next generation of “Orange Spirit”—a beer brewed by none other than the drinktec team!
Partners: Bayerischer Brauerbund, Deutscher Brauerbund, Brewers of Europe, William Reed—BeverageDaily.com
Powered by: Barth Haas Group, BFBI Brewing, Food, Beverage Industry Suppliers Association, Gebo Cermex, KHS, Sahm
Home & Craft: In Hall C1, this new section of the exhibition, designed for craft and hobby brewers, showcases equipment, ingredients and trends. In short: Everything craft and hobby brewers need to brew beer. Lectures on techniques and raw materials round off this offering.
European MicroBrew Symposium: This event specifically addresses brewpubs and craft breweries. It is held on September 11, in the Internationales Congress Center München (ICM). The topics covered there mainly deal with the technical and technological aspects of brewing craft beer. The organizer is VLB.
PETnology Europe Technical Conference
This conference takes place at the same time as drinktec, in the adjacent ICM, and focuses on topics along the entire value chain for PET technology. PET innovations and developments are presented and discussed in detail there. More than 30 international speakers from the suppliers’ and end-users’ sides will be delivering lectures on themes such as: Saving materials and energy; Technology and convenience for bottles and closures; Decoration of bottles and closures; Direct printing; and Recycling technology. The focus will be on the top trends of digitalization and the circular economy. The organizers is PETnology/tecPET GmbH.
Championships, competitions and awards
European Beer Star: One of the toughest competitions in the sector.
The three best beers in 57 different categories will be selected. The audience tasting is held on September 12, the presentation of the awards on September 13, 2017.
World Beverage Innovation Awards @ drinktec: Celebrating excellence and innovation across every category of the global beverage industry. The categories range from finished products and packaging to technology, marketing and sustainability. The award ceremony takes place on September 14, 2017.
World Cup for Beer Sommeliers: Crowning the world´s best beer experts. The World Cup takes place ahead of drinktec, on September 10, 2017 at the exhibition center. The final six participants who have won through the international rounds, will be pitting their skills against each other in the final in front of a high-caliber jury.
Events as part of [email protected]
SIMEI Knowledge & Innovation Area: The European viticulture association CEEV (Comité Européen des Entreprises Vins) will present the results of an initiative to establish new rules regarding the product environmental footprint (PEF) of wine products. The latest developments that pertain to bottle filling lines and food contact compliance rules will be presented and discussed by the Glass Experimental Center research team. The “Maremma—Land of Wine” project shows how wine producers can have themselves and their products certified by adopting an innovative approach.
SIMEI Innovation Challenge: Launched by the Unione Italiana Vini (UIV), this challenge is aimed at promoting innovation and technological creativity in wine growing. On September 12, exhibitors in [email protected] will be competing against each other with their state-of-the-art systems, products and machinery. The winners will be presented with the Lucio Mastroberardino Innovation Award.
Further information on the supporting program at drinktec 2017: www.drinktec.com/trade-fair/exhibition-profile/supporting-program
2 Jun. 2017