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.
Beviale Moscow: Further growth expected for third edition
- Significant growth expected in all three key trade show figures
- Attractive supporting programme on industry topics of current interest
- Central platform for the beverage industry in eastern Europe
Beviale Moscow is gearing up for the third time to be the central platform for the beverage industry in Eastern Europe. The organisers expect its success story to continue again from 27 February to
1 March this year, when the doors will be open at the Crocus Expo International Exhibition Center. Some 145 exhibitors (2017: 130) will have solutions on display covering the entire beverage manufacture and marketing process chain. Trade visitors (2017: about 4,000) looking for the right raw materials or efficient technology will get results, just like those with their eyes peeled for the perfect packaging or seeking inspiration from zappy marketing ideas. An extensive supporting programme covering wine, beer, PET and more will accompany the main event with its presentations, seminars and competitions.
“We are more than happy with how Beviale Moscow has progressed,” reports Thimo Holst, Project Manager Beviale Moscow, in the lead-up to the third edition. “There are good signs that we will enjoy significant growth in all three key trade show figures again this year – in other words, exhibitor and visitor numbers and floor area. We are looking forward to three vibrant days at the trade fair! The holistic approach to Beviale Moscow will continue in 2018. The focus for visitors will be on manufacturers from all beverage segments, from alcoholic drinks like beer, wine and spirits to
non-alcoholic drinks such as soft drinks, juices and mineral water, and also liquid dairy products. The extensive supporting programme on industry topics of current interest is aimed at decision-makers in the beverage industry. In addition to presentations and discussion rounds on specific questions relating to non-alcoholic drinks and mineral water and regulations governing beverage manufacture, trade visitors will find a wealth of information and suggestions in the areas of wine, beer and PET.
Premiere: an introduction from the Russian wine industry
This is the first time that wine, its cultivation and processing, will be expressly included at Beviale Moscow. ThePavilion for Wine Production & Manufacturing, established in conjunction with the honorary sponsor, Russia’s largest wine-producers’ association (the Union of Winegrowers and Winemakers of Russia), reflects the dynamic development this segment is undergoing in the Russian market. The result is a targeted platform for decision-makers from wineries and beverage professionals from Russia and the CIS countries. A competition for young Russian vintners is also being held in collaboration with the Worldskills organisation, where they can demonstrate their craft skills, especially in laboratory analysis, distilling, blending and filtration. The wine theme will be rounded out with a number of top-level presentations on state-of-the-art wine production in Russia.
Beer production, tasting and competition
With a total of 78 million hectolitres, Russia is second only to Germany in European beer production. The craft beer movement is also well established there. Visitors to the trade fair can enjoy not only beer but also other craft beverages at the Craft Drinks Corner in the presence of the respective makers. The tasting zone is a collaborative effort with partner entity Association of Beer and Beverage Market. Craft beers are also the focus of the two-day VLB Seminar for Modern Brewing Technologies, organised by the Versuchs- und Lehranstalt für Brauereien (VLB, Research and Teaching Institute for Brewing, Berlin), one of the international sponsors of the Beviale Family. The seminar is aimed at owners and master brewers from small-scale and craft breweries, as well as hobbyists, and offers many opportunities for further training, networking and professional discussion. Following its successful debut at Beviale Moscow 2017, the Russian ROSGLAVPIVO beer prize will be awarded again on the first day of the fair in 2018. Instituted by the honorary sponsors, the Barley, Malt and Beer Union and Private Brauereien Deutschland e. V. (Private Breweries Germany), this prize is awarded to the best of the approximately 200 beers entered in 23 categories, from “German-style light Kellerbier” to “New Style Pale Ale” and “Special Honey Beer”, and also alcohol-free beers.
PETarena powered by PETnology
PET is a very popular topic in the Russian market, which is why it is once again on the agenda in 2018 at Beviale Moscow, the central platform for the Russian beverage industry. Following its successful debut in 2017, PETarena powered by PETnology will once again present attractive solutions covering the entire PET value chain this year. This topic arises in many presentations by leading companies in the PET packaging area aimed at both small and medium-sized industries and global players alike.
NürnbergMesse: international skills in the beverage industry
The NürnbergMesse Group is demonstrating its skills in the beverage industry on an international stage. The “parent” event is BrauBeviale, the international capital goods exhibition for the beverage industry in Nuremberg, where the industry has exhibited every stage of the beverage production process for more than 40 years: raw materials, technologies, logistics and marketing. Other members of the Family are at home in key growth markets around the world: Beviale Moscow is the first and only trade fair for the entire beverage industry in eastern Europe. CRAFT BEER CHINA in Shanghai is the meeting place for China’s Craft Beer Community, just as CRAFT BEER ITALY in Milan is the B2B platform for the industry in Italy. The Beviale Family is also represented in Brazil, where the Feira Brasileira da Cerveja in Blumenau is supported by BrauBeviale. Further projects are in the pipeline.
Forthcoming Beviale Family events:
Feira Brasileira da Cerveja: 7-9 March 2018
CRAFT BEER CHINA: 16-18 May 2018
BrauBeviale: 13-15 November 2018
Beviale Moscow: Spring 2019
CRAFT BEER ITALY: 27-28 March 2019
Contact for international exhibitors
T +49 911 86 06 86 84
F +49 911 86 06 12 86 84
Contact for local exhibitors, visitors and press
Natalia Markova, Ekaterina Minakova
T +7 495 649-8775 ext. 149
F +7 495 649-8785
More than a single event – the Beviale Family:
31 Jan. 2018