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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.

UK. Corona Extra’s ?5m Ibiza trip campaign

Corona Extra has begun a ?5m campaign to bring ‘a taste of Ibiza Spirit’ to UK pubs.

230x170The Corona Island campaign, which will run until July, is the biggest to date for the brand and is set to drive sales of the beer in 5,000 pubs and bars by offering a bucket of five Corona Extra bottles to consumers for a chance to win one of 15 sets of four tickets to Ibiza.

Barstaff in participating on-trade outlets will also have the chance to win a trip for themselves and three friends if they perform the UK’s ‘Fastest Corona Extra Sale’, helping to drive product recommendation and sales in outlets.

“Reaching 20.6 million consumers, we are confident that we have created an exciting campaign with an incredible prize up for grabs, which we know will really resonate with all of our Corona drinkers,” said Corona Extra’s senior brand manager Darius Barrows.

“We’ve invested more than ever in the brand with strong promotions in the on and off-trade to increase footfall, rate of sale and, ultimately, profit for our customers. We hope Corona fans will enjoy the ‘taste of Ibiza spirit’ that we’re bringing to the UK this summer and we invite them to step onto ‘Corona Island’.”

The campaign will be supported by print and outdoor activity, which will focus on the core idea that, “for the full enjoyment of Corona, it’s the attitude that matters, not the location”.

17 Июн. 2011

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