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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.

Ukraine. Every Eighth Beer Bottle Consumed Is TM “Lvivske”

Following the results of 2010 TM "Lvivske" takes the 3rd place in sales volume in the beer market of Ukraine. According to AC Nielsen, the brand share has increased by 2.6 percentage points compared to 2009, and now stands at 12.9 %.
The brand "Lvivske" continues to gain popularity outside the "domestic" regions where the beer has been traditionally sold before its launch to the national market. In respect of the sales growth rate the South-East region was the best in 2010 and showed +92 % as compared to 2009. The brand is still leading in Western Ukraine. In this part of the country 38% of the "Lvivske" beer total sales in Ukraine are sold. The most popular sub-brand of the trade mark in 2010 is "Lvivske 1715".
The national promotional campaign "Brewer's Heritage" became one of the key marketing activities of the brand in 2010 (April-June). Based on its results the brand showed positive dynamic of sales. Professional community has also highly evaluated this campaign. It was awarded the bronze EFFIE Awards Ukraine 2010 in category "Alcoholic and Low-alcoholic Beverages". In 2010 TM "Lvivske" supported such great projects as the celebration of the Day of Lviv, the annual rock festival "Slavske Rock" and also initiated "Live Sculptures Tour" in the cities of Western Ukraine.
Moreover the brand managed to strengthen its positions thanks to the launch of new beer types - "Lvivske Zhyve (Live)" and the limited edition of the "Lvivske Juvileine (Anniversary Edition)" brewed for the 295th anniversary of Lvivska Brewery. Due to the effective distribution and logistics the beer fans all over Ukraine have an opportunity to enjoy new types and classic sub brands of the trade mark.
According to Carlsberg Group TM "Lvivske" took the 5th place in sales within the group at yearend. It yielded only to such internationally recognized trademarks as "Baltika", "Carlsberg", and "Tuborg". We'd like to remind that Carlsberg Group owns a portfolio of 500 beer brands which are sold in 50 countries around the world.
Yaroslav Koval, Vice-President for Marketing at "Slavutich", Carlsberg Group: "The "Lvivske" brand has demonstrated positive development dynamic by increasing its market share in 2010. We did our best and are grateful to the consumers that they evaluated our product on its merits. In 2011 we will continue to amuse the beer fans with new and interesting communications. Therefore, we hope that this year will be not least successful for TM "Lvivske".

10 Мар. 2011



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