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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.

Mythos Brewery targets export growth in US, England

Greece’s Mythos Brewery, a subsidiary of Denmark’s Carlsberg, is aiming at boosting exports this year by 40 percent year-on-year in a bid to offset falling volume sales at home arising from lower consumption and a drop in tourism arrivals.
Mythos Brewery CEO Soren Brinck said that beer volume sales dipped by around eight percent last year, versus 2009 figures, with lower demand coming from bars and restaurants and other retail spots, such as supermarkets and corner stores.
Despite depressed market conditions, the Thessaloniki-based company managed to boost revenues by some 7.5 percent in 2010, while also widening it market share in the beer market to 13 percent in 2010 from nine percent in the previous year.
Mythos Brewery, Greece’s second largest, has a production and bottling plant in the northern Greek city with three production lines and a bottling capacity of 11 million crates per year.
Looking ahead, market conditions are seen remaining difficult in 2011 but the pace of falling consumption is expected to slow to about three to five percent.
However, Mythos Brewery expects to wind up the year with double digit growth.
According to Brinck, the market is seen starting to recover after April, on the back of an expected boost in tourism.
It is not by chance that the company continues to see good prospects in Greece’s beer market as it sticks to a 50-million-euro investment program scheduled to run for the next five years. In addition to this, the company intends to increase permanent staff numbers this year by 25 percent.
On the export front, Mythos Brewery intends to meet its eleven percent export growth goal by targetting Australia, US, Germany and England.
Exports currently account for ten percent of the company’s total revenues.

22 Фев. 2011



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