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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.

Plze?sk? Prazdroj has a New Marketing Director

After three years, Karel Kraus, Senior Brand Manager of Pilsner Urquell and Master brands is being promoted to a new position. He will hold a position of a Marketing Manager within the marketing team of Plze?sk? Prazdroj brewery, and will be responsible for the activities of the Velkopopovick? Kozel (for Czech and foreign markets), Radegast, Primus, and Klasik brands. Karel Kraus will also make good use of his work experience during the promotion of other traditional Czech brands from the portfolio of Plze?sk? Prazdroj, Inc.

Karel Kraus (33) joined the team of Plze?sk? Prazdroj in 2003, and over time has taken part in managing the Velkopopovick? Kozel, Birell, Radegast, Pilsner Urquell, and Master brands. Prior his engagement with the brewery, he had an internship at the Brand Management department at the worldwide headquarters of Deutsche Telekom AG in Germany. In 2001, he graduated from the Economics school of the Mining college of Technical University Ostrava. During his studies, he has worked in marketing and communication for the international student non-profit organisation AIESEC. He has recently acquired his MBA degree from the University of New York in Praha at the Swiss Institut Universitaire Kurt B?sch.

Karel Kraus was born in Pardubice. He is married. Mr. Kraus speaks English and German. His hobbies include traditional Czech beers from Plze?sk? Prazdroj breweries, good food, and travelling.

- With the total sale of nearly ten million hectoliters in the 2010 calendar year (including its licensed production abroad) and with exports to more than 50 countries all around the word, Plze?sk? Prazdroj Inc, is the foremost beer producer in the region and the biggest exporter of Czech beer.
- Plze?sk? Prazdroj, Inc. is a member of SABMiller plc. Company. Pilsner Urquell brand is the international flagship brand of the SABMiller brand portfolio.
- SABMiller plc. is one of the world's biggest beer brewing companies with beer brewing activities or distribution in more than 60 countries across six continents. SABMiller's brand group include such important brands as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro, and many other successful regional brands.

18 Авг. 2011



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