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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.

Prazdroj has a new director of corporate relations and communication

Drahom?ra Mand?kov? (38) has been named director of corporate relations and communication at Plze?sk? Prazdroj. She will fall back on her experience from her previous position as manager of customer relations in Plze?sk? Prazdroj, together with her 11-year experience in our sister company, Pivovary Topvar, in Slovakia.
Drahom?ra Mand?kov? is from Bratislava. She broadened her education in economics by pursuing social–work studies at Comenius University in Bratislava.
drahomira-mandikovaShe has been with Plze?sk? Prazdroj since August 2010 in the position of manager of customer relations.Prior to this, she worked for 11 years at our sister company, Pivovary Topvar, in Slovakia, where as manager of customer relations she oversaw internal and external communication, the building of brand reputation, corporate responsibility and corporate interests. Since 2008 she was a member of the board of directors of Pivovary Topvar, elected by employee representatives.
During her professional career in Slovakia, she has been a part of many important institutions – for example, chairperson of the Club of Corporate Donations and vice chairperson of the Slovak Association for Branded Products. As a member of the arbitration committee of the Slovak Council for Advertising, she concentrated on respecting ethical rules of commercial communication.
Drahom?ra Mand?kov? is married and speaks Slovak and English. She lived in Bratislava until the summer of 2010, after which she moved to Prague. In her spare time she likes spending time with her dog, hiking or reading.

Plze?sk? Prazdroj

16 Фев. 2011

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