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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.

The public image: Heineken

Humour and socialising feature heavily in Heineken ad campaigns, as they do in much beer marketing. The latest campaign from the Dutch beer company continues on the humour theme but adds in a satisfying cantankerous edge. By claiming that Heineken has been "social networking since 1873", it dismisses, or implausibly claims for itself, one of the big business fads of the past few years. 8e638874-2d61-11e0-8f53-00144feab49aThe subtext is that there is nothing new or exciting about Facebook, Twitter or MySpace - something the grumpy old man sitting in the corner of your local pub would heartily agree with.
It is not likely that the grumpy old technophobe would have seen the ad in the first place, however. Perhaps ironically, the campaign came to prominence on Facebook, after starting life as a print campaign in the Netherlands. The brewer has nearly 1m people "liking" its page on the site.
One criticism is that both visually and thematically, the ad clashes with the all-singing TV productions for which Heineken has become famous. Though funny, it would work just as well for other beer companies with smaller marketing budgets.
The social networks probably won't mind getting ribbed by their old-school competitor, either. Facebook has been around for less than a decade and is worth a cool €50bn ($69bn) - nearly three times Heineken's €18bn market capitalisation.
1 Фев. 2011

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