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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.

Have a beer: Carlsberg combines digital video with real-world stunts

A beer brand is hoping that internet videos will give its digital marketing campaign an added push. AdAge reports that Carlsberg, the Danish beer company, has created a new online video featuring a movie theater full of tough, threatening-looking bikers. The video puts unsuspecting couples in the awkward spot of taking the last two remaining seats in the theater. When they finally work up the nerve to sit down among the bikers, everyone starts clapping and hands them a beer to celebrate.

The "That Calls For a Carlsberg" clip has already pulled in more than 3.1 million views, the news source reports.

It seems more ad agencies are including online video in their integrated marketing campaigns, and internet companies are also using the channel to increase their market reach. Marketing Magazine reports that Yahoo is creating a series of web shows geared toward female audiences as it works to establish itself as a studio and television network.

"We're not just video, we're video plus," Yahoo vice president and leader for original programming, Erin McPherson, told the news outlet. "We're video plus text and photos and communications products and mail and messenger. That contextualized experience is something we can own."

11 Окт. 2011

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