Pivnoe Delo


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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.

Global animated ad tells the history of Pilsner Urquell

A new global campaign for Pilsner Urquell will launch today aiming at celebrating the history of the brand.

The ‘Legends of Pilsner Urquell’ campaign will see the SABMiller owned brand’s factual history told using stop-frame animation.

Created by The Bank, alongside Second Home Studios, features animated paper models which have been designed in the tradition of Eastern European animation.

Petr Dvorak, global brand director of Pilsner Urquell commented: “This legend ‘The Day Pilsen Struck Gold' is the story of how the finest of ingredients were married with passion and expertise to create the world’s first golden beer – a precious discovery. The animation reflects the movement from dark into light – from a world of murky beers, to the clear and golden Pilsner Urquell. The town of Pilsen and the ingredients are heroed in the animation – and every care was taken to ensure complete authenticity in the representation of all elements.”

The campaign was debuted in London at a drinks reception for European beer bloggers earlier this week and will initially launch online through the brand’s website and YouTube before rolling out globally.

30 мая. 2011



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