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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.

Miller High Life Says ‘No’ to Multi-Million Dollar Sponsorships

In an era of high-priced endorsement deals and costly sponsorships, Miller High Life is breaking away from the norm by sponsoring something that's actually worthwhile - YOU.

The brand that brought you the one-second ad and last year shared its "Big Game" commercial with small businesses is once again standing up for common sense by becoming the "Official Beer of You." By offering to "sponsor" thousands of regular folks who embody the brand's honest and authentic values, Miller High Life is challenging the notion that overpaid athletes and celebrities make the best brand spokespersons.
"Miller High Life won't get caught up in the runaround of who can endorse the highest profile athlete or air the most ridiculous commercial during the biggest game of the year," said Miller High Life Brand Manager Brendan Noonan. "We wouldn't call it the High Life if we didn't help real people live it, so this year we're becoming the 'Official Beer of You' by endorsing the folks who truly represent the High Life every day."
Legal-drinking age consumers who sign the "Official Beer of You" contract at www.MillerHighLife.com and share photos and stories of how they live the High Life could have the chance to be featured in a Miller High Life advertisement or on the brand's Facebook page.
Additionally, High Life-sponsored consumers will be compensated with their choice of a $1 coupon for Miller High Life (where legal) or a check for $1 with the option of donating their check directly to Iraq and Afghanistan Veterans of America. Participants will also receive a downloadable sponsorship kit including their personalized "Official Beer of [YOUR NAME]" logo and the opportunity to purchase their very own personalized Miller High Life T-shirts, mugs, beer koozies and more.
The Miller High Life "Official Beer of You" program will be supported with print, television, radio and online advertising, point-of-sale and public relations efforts. For more information, visit www.MillerHighLife.com.

About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America's best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

MillerCoors

25 Янв. 2011

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