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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.

Australia. CCA to stay in beer market

Soft drink supplier Coca-Cola Amatil (CCA) says it will re-enter the beer market despite having to give up its beer operations if SABMiller succeeds in taking over Foster's Group.

International beverage giant SABMiller made a $9.51 billion cash takeover offer for brewer Foster's in June.

Foster's rejected the offer, saying it undervalued the company.

CCA has a brewing joint venture with SABMiller, called Pacific Beverages, which competes with Foster's.

Pacific Beverages makes the Bluetongue brand and distributes products such as Peroni Nastro Azzurro, Grolsch and Pilsner in Australia and New Zealand.

SABMiller did not wish to make a joint bid with CCA, and CCA did not wish to acquire shares in Foster's.

Consequently, it was agreed that should SABMiller succeed in taking over Foster's, SABMiller would buy out CCA's half-stake in Pacific Beverages for between $305 million and $380 million and CCA would have the right to acquire some of Foster's businesses.

CCA managing director Terry Davis on Tuesday said the outcome for CCA should SABMiller succeed in its bid for Foster's would be "very, very positive".

"While it's part of the Foster's deal that we will not play in the beer space for two years in Australia, we certainly intend to re-enter the beer market," Mr Davis said.

"And in the interim we would have a significantly strengthened spirits portfolio.

"I can confirm that whatever the outcome of the SABMiller bid that CCA will continue to play a very meaningful role in Australian (alcoholic) beverages in Australia and New Zealand."

r Davis said that the sale of the stake in Pacific Beverages would render a profit of $200 million to $300 million on book value, and interest savings alone would deliver an immediate lift of two to three per cent in CCA's earnings per share.

CCA would also get the opportunity to acquire all of the Foster's spirits, ready-to-drink mixed spirits and non-alcoholic brands at prices that would immediately add to CCA's earnings per share.

"More importantly, by selling our 50 per cent share of the joint venture, our capability in alcoholic beverages does not disappear. Our sales force remains the same," Mr Davis said.

"In the four years that we have been in this space (beer), our team has demonstrated the enormous value that our large-scale sales, distribution and servicing capability can do to good brands."

10 Авг. 2011

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