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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.

Molson Coors buys cask beer Doom Bar

Molson Coors UK, which makes Carling and Grolsch lagers, has bought Sharp's Brewery, the owner of cask beer Doom Bar, for ?20m.
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Mark Hunter, Molson Coors chief executive UK and Ireland, believes that Doom Bar has the potential to "become a truly extraordinary brand".
It is thought that the acquisition will not prompt any redundancies across Sharp's Brewery's 80 staff.
The acquisition of Sharp's Brewery follows Molson Coors securing the distribution rights for Corona, the bottled Mexican larger, last year.
The new deal will involve Sharp's Brewery keeping its name and branding, supported by the distribution channels of Molson Coors, which has promised investment in the brand.
Sharp's Brewery claims to be the largest producer of cask beer in south-west England.
Hunter added: "The Doom Bar brand is modern and progressive. It has a loyal following and excellent reputation among consumers and customers alike.
"We have a wealth of experience with this type of venture and an excellent track record of building brands across all markets. We respect and want to preserve the unique culture of Sharp's Brewery and the special appeal of their brands to beer drinkers."
"This is a new chapter for Sharp's Brewery and we are excited to play our part in taking Doom Bar to the next stage of its brand evolution."
Molson Coors employs more than 2,000 people, with Carling, Grolsch and Worthington's brands in its UK portfolio.

marketingmagazine.co.uk

3 Фев. 2011

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