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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.

Pilsner Urquell again named most-sold foreign beer in Germany

The Pilsner Urquell lager was named the most-sold brand of foreign beer in 2010 in Germany, according to a survey by Getr?nke magazine (the most important magazine covering the beverage market in Germany), which mainly surveys large German chains. This year is Pilsner Urquell's fourth victory since 2007.
"A four-time winner in this survey proves that the road to building a premium position and image of the brand is on the right track and that our customers appreciate it. They understand that this is the only way to positively distinguish oneself in the market, which is highly influenced by various special sales," says Frank Hoehler, Director of the Pilsner Urquell Deutschland branch.
Germany is one of Plze?sk? Prazdroj's key markets. In 2010, Germany imported 240,000 hectoliters of Pilsner Urquell lager, which is 4.77 percent more than the preceding year. The focus on premium brands reflects, for example, last year's opening of the first Pilsner Urquell Original Restaurant (PUOR), a restaurant with a franchising concept, in D?sseldorf, Germany, or the development of special refundable beer cases for 0.5 liter Pilsner Urquell bottles and for 0.33 liter bottles, which are available exclusively on the German and Austrian markets.
Germany is one of the top countries Plze?sk? Prazdroj exports to, followed by the U.S. and Slovakia. Thanks to a strong distribution network, the premium lager Pilsner Urquell is available in more than 1400 restaurants in Germany. Beer in bottles is sold all around Germany in more than 20,000 stores.

SABMiller Plc

1 Фев. 2011



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