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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.

Heineken sponsors 3 more years of Champions League

Europe's biggest brewer Heineken (HEIN.AS) is extending its sponsorship of UEFA Champions League soccer for a further three years, which analysts estimate is worth around 20 million euros ($28 million), on the eve of this season's final between Barcelona and Manchester United.

The new deal announced on Friday takes the Amsterdam-based brewer's contract up to the end of the 2014/2015 football season, extending its link to the tournament to over 20 years, as around 145 million television viewers prepare to watch Saturday's final at London's Wembley stadium.

Heineken's Chief Commercial Officer Alexis Nasard told Reuters the new deal gives the brewer wider digital rights and broadens its broadcast rights to cover Germany, but he declined to give any financial details regarding the sponsorship.

He said the group's eponymous beer was available in 174 of the 220 countries that watch the competition on television. One of the most recent additions to that total is Mexico, where the world's third-largest brewer launched the Heineken beer brand in January following last year's takeover of Mexico's FEMSA Cerveza.

David Taylor of Swiss-based UEFA said his association did not have a big marketing budget, and revenue from the sponsorship would be fed back into the development of "grassroots" football.

This is the sixth season the Heineken brand has sponsored the competition, which is watched by over 4 billion TV viewers over a season, but the group's tournament links go back to 1994. (Reporting by David Jones; Editing by Will Waterman) ($1=.7158 Euro)

27 мая. 2011

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