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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.

Carlsberg changes recipe of its lead brand

Carlsberg recently announced that is has changed the recipe of its lead brand. As part of its rich heritage in scientific discovery and the continuous aim to improve the quality of its beer, a new strain of barley, Null-LOX barley, has been developed and is being rolled out across Carlsberg’s markets.

“Carlsberg is produced using only natural products and we are continually trying to improve
them. Null-LOX barley, allows beer to stay fresher longer and provides better foaming
characteristics. These benefits are further enhanced when combined with Carlsberg’s new fastacting strain of yeast (234). Your fresh Carlsberg just got fresher,” comments Khalil Younes, Carlsberg’s Senior Vice President of Global, Sales, Marketing and Innovation.

Jean-Yves Malpote, Head of Group Research and Development in Carlsberg, adds, that the new yeast strain cuts the amount of diacetyl produced in fermentation by a factor of ten, which helps to cut maturation time by as much as 25 per cent. This gives not only an advantage in the taste of the product but also in terms of economics.

To most of the consumers the change in recipe becomes apparent only three months after packaging: The newly developed beer tastes longer fresh and is protected from aging which “is the most important part”, according to Malpote.

10 Июн. 2011



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