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.
First brew already in April – Revolutionary brewhouse design is implemented for the first time in the Schlossbrauerei Reckendorf
Much more flexibility as a central argument
“The decision in favor of the OMNIUM brewhouse is essentially based on the greater flexibility. The brewhouse tasks are divided into sub-processes and optimized accordingly. This allows us to work with a wider variety of raw materials, such as traditional cereals, which are nowadays considered to be less suitable for industrialized production processes”, explains the graduate engineer and brewmaster Dominik Eichhorn, who is responsible in the third generation for the fortunes of the family brewery. The combination of creativity, variety and 400 years of brewing tradition is one of the central success factors of the brewery.
Eichhorn points out: “Our aim is to brew beer varieties, which may have some rough edges in a positive sense and precisely for this reason impress and convince our customers. We gladly leave the production of replaceable mainstream beers to the industrial breweries.” With great success: the brewery not only wins loyal customers, but also renowned awards with its beers. The silver medal in the European Beer Star and the gold medal in the International Craft Beer Award for the wheat bock beer are just two examples. Currently, the consumers can choose from a complete range of eleven beer specialties, one mixed beer drink and fourteen non-alcoholic drinks from the brewery’s own production.
Best results in terms of yields and valuable ingredients
Eichhorn sees other important advantages with OMNIUM: “Among other things, we can intervene in the individual process steps in such a way that we achieve the best result for ourselves and our customers, both in terms of yields and in terms of valuable ingredients.” The OMNIUM brewhouse provides Eichhorn with the opportunity to compensate the increasing fluctuations in malt quality, mostly influenced by the climate.
The core component and centerpiece of the new brewhouse is the mash filtration process NESSIE by ZIEMANN, which was already presented at the BrauBeviale in 2016. The mash is separated into wort and spent grains in a continuous process and the extract is obtained by a target-oriented guiding of the generated flows. This results in a short process time and high yield efficiency. Another new development is the post-saccharification of wort ALADIN by ZIEMANN. The saccharification usually takes place exclusively during mashing. ALADIN takes into account the influence of the thermal boiling processes on the saccharification of the malt starch. As a result, the quality of the wort at the end of its production with malt enzymes is ensured. Another new development is the fractional wort boiling JANUS by ZIEMANN. A second boiling vessel takes up about 1/3 of the brew for separate hop isomerization. Only the partial flows of the NESSIE modules are used, which already have a reduced extract content and a slightly elevated pH value. In addition, this fraction includes many minerals, such as magnesium, and it forms less trub during the wort boiling. These are important factors, which demonstrably increase the hop yield.
In the subsequent process steps, the formed wort fractions are again brought together and guided to the fermentation cellar with all maintained valuable ingredients.
Less space requirements and reduced costs for foundations
In addition to the technological advantages, there are also various advantages regarding the building design. The OMNIUM brewhouse has reduced space requirements and requires lower costs for the foundations due to the NESSIE design. This is another central argument for the brewery, since only in this way the new brewhouse can be implemented in a very compact new building, which was desired due to the limited space conditions.
In the OMNIUM brewhouse in Reckendorf, three brews per day, with 70 hl each, will be produced. In order to obtain the highest possible variability in terms of the brew sizes to be produced, ZIEMANN HOLVRIEKA equips the wort kettle with an external boiler. The first brew is scheduled for the beginning of April 2018. The official inauguration will follow in July 2018.
11 Apr. 2018