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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.

SABMiller looks to boost global integration

SABMiller is looking to bolster the effectiveness and coordination of its global marketing activity with the appointment of WPP veteran Jim Taylor to lead integration.

The producer, which sells brands such as Peroni, Miller and Grolsch brands in 60 countries, has hired Taylor to the role of head of integrated activity planning with a brief to develop “world class plans which integrate consumer, shopper and customer activation”.

SABMiller’s capability director for integrated activation Charlie Hiscocks says: “In a world in which technology, data and sources of influence are evolving dramatically, it is crucial that we are ahead of the game in understanding how to reach those who both buy and consume our beers.”

Taylor’s appointment is SABMiller’s latest attempt to better coordinate marketing activity. It is looking to appoint a global digital director to develop a more global approach when planning digital marketing activity.

Prior to joining SABMiller, Taylor spent eight years at WPP, first at Mediaedge:cia and latterly at G2. SABMiller drafts in WPP man to lead global marketing integration.

30 Сен. 2011

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