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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.

UK. Younger drinkers ‘turning to ale’

Sales of ale - traditionally favoured by older drinkers - are soaring among younger men and women, according to a retailer.
Bottled ales are now favoured over lager by six out of 10 men aged between 21 and 34 while a quarter of women prefer a glass of ale over wine or traditional spirit and mixer combinations, the survey for Asda found.
Sales of premium bottled ales are up 22% among shoppers in their 20s and early 30s, the supermarket chain said.
The south east is leading the trend, as is Yorkshire, and sales of ales among pre-family shoppers in general are up by 26% since last year.
More than a third of those preferring ale said they discovered the beer in the local pub while a quarter said it was down to attending beer festivals.
Dewi Williams, from Asda's beers, wines and spirits team, said: "We're thrilled that our younger customers are migrating towards ales and bitter.
"In recent years ale has had an old-fashioned tag unfairly attached to it when in reality it is a rich, often fruity and refreshing tipple well-suited to younger taste buds."
Asda surveyed 18,000 shoppers for its Pulse of the Nation study in early February.

21 Фев. 2011

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