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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.

Netherlands: Heineken puts faith in innovation, namesake brand — report

Heineken is investing more resources in its namesake beer brand and wants to benefit more greatly from innovations as it seeks to offset the group's exposure to sluggish beer markets, according to a report.
The Netherlands-based brewer wants to double the contribution of innovations to group net sales within the next decade, Heineken's chief commercial officer, Alexis Nasard, is quoted as saying in a Reuters report yesterday (26 January). Innovations made in the last three years currently account for 3% of sales, he said.
The brewer is also investing more heavily behind the Heineken brand, Nasard added, as is evidenced by the launch of a global advertising campaign on the brand earlier this month.
"We are increasing the emphasis on the Heineken brand in terms of resource allocation and investment," he told Reuters. "The early signs from our new campaign are very encouraging."
Heineken has a claim to be the most improved brewer of 2010 following its acquisition of FEMSA Cerveza early in the year. The deal significantly increased the firm's exposure to emerging markets, a move that many analysts believed was necessary for the company to progress. The group is also building a strong presence in Africa and has acquired a 37.5% stake in India's leading brewer, United Breweries.
At the same time, however, Heineken's exposure to mature beer markets in Western Europe remains relatively high. Excluding the addition of FEMSA Cerveza to results, Heineken's beer volumes and net sales both dropped by 2% for the third quarter of 2010.
27 Янв. 2011



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