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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.

Poland. Carlsberg/Okocim increase market share

Carlsberg Polska, the third largest player on the Polish beer market, increased its market share in terms of volume by 2.3 p.p. to 17.6% in the 12 month period ending on August 2011, according to CEO Jacek Pastuszka. Only four out of the 10 largest beer brands in Poland succeeded to sell more, over that period, three of which (Harnas, Kasztelan and Okocim) belong to Carlsberg group.
Effective marketing and the development of distribution in areas where the company’s beers were previously not well represented were mentioned as key factors for the success. The success story might very well continue, as Carlsberg is planning to increase production capacity ahead of 2012, when it will be the official sponsor of Euro 2012, to be held in Poland and Ukraine.
Kompania Piwowarska the Polish subsidiary of SABMiller, the largest player on the market, is expecting to report results on 20 October 2011. The second player, Grupa Zywiec, informed that their market share remained on the level of the previous year, according to spokesperson Sebastian Tolwinski. The share was at about 31% in January-August 2011.
The Polish beer market is expected to grow by about 2% volume wise in 2011. In the August 2010-July 2011 period, sales increased by about 0.6% to 25.75 million hl. Such numbers do not include sales at gas stations and gastronomy, according to Nielsen data.

19 Окт. 2011



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