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4-2017

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.

Home&Craft goes to Stralsund

The “Home&Craft” section at drinktec, introduced with great success in 2017, is now to be a separate exhibition. drinktec, the “World´s Leading Trade Fair for the Beverage and Liquid Food Industry”, is thus setting up an annual platform for amateur and micro brewers. “Home&Craft” it taking place for the first time as an independent exhibition on September 29, 2018 in Stralsund, in parallel with the second German Amateur Brewers Championships. Messe München, the organizer of drinktec, signed an agreement to this effect with Störtebeker Braumanufaktur, which organized the first German Amateur Brewers Championships in its brewing headquarters, on July 29, 2017.

The organizers of the trade fair drinktec, the “World´s Leading Trade Fair for the Beverage and Liquid Food Industry”, are therefore continuing what they started at drinktec 2017 with the new exhibition section called “Home&Craft”. In this section amateur and craft brewers found everything they needed for brewing small or very small quantities of beer. The range of products and services on show here was an instant hit. In the survey of visitors 97 percent of respondents had words of praise for the “Home&Craft” section. And one in five brewers who attended drinktec 2017 came from the craft brewing segment.

In future, both drinktec and the annual German Amateur Brewers Championships will be offering ambitious amateur and home brewers a dedicated platform at which to engage in dialog with other enthusiasts and acquire all the equipment needed to pursue their passion. The exhibition part will be organized by the drinktec team. Around 30 companies are expected to come along to exhibit in Stralsund for the premiere of “Home&Craft” at Störtebeker´s brewing headquarters. Accompanying the exhibition, similar to drinktec 2017, there will be a lecture program covering themes on home and micro-brewing.

In parallel Störtebeker Braumanufaktur will again be looking for the best amateur brewers in the second German Amateur Brewing Championships. “With the combination of championships and exhibition, our beer festival will be even more attractive,” explains Jürgen Nordmann, owner of Störtebeker Braumanufaktur. “Then we will be able to offer brewers truly everything they need for their hobby: characterful beers, suitable brewing equipment, interesting talks and of course tasty food.”

Dr. Reinhard Pfeiffer, Deputy CEO of Messe München, sees Home&Craft as a bridge to drinktec: “The borderline between an amateur brewer and a craft brewer, in other words from producing for own consumption to commercial production, are becoming ever more fluid. After all many of the stars of the craft brewing scene started out very small. Today they of course come to drinktec and at this exhibition find not only technical equipment but also everything they need to know about raw materials and ingredients. That is why we also want to reach out also to amateur and home brewers, all of them potential drinktec visitors, and give them an attractive annual platform. Störtebeker Braumanufaktur is the best partner for this.”

Around 80 amateur brewers from all over Germany took part in the first German Amateur Brewers Championships, on July 29, 2017. In total the beer festival in Störtebeker´s brewing headquarters recorded around 750 visitors who tasted roughly 150 types of beer. The overall German Champion was Nico Leffler, a trainee brewer from Erzhausen in Hessen.

29 Nov. 2017

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