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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.

Budweiser extends World Cup soccer sponsorship

Anheuser-Busch InBev SA , the world's largest brewer, has extended its sponsorship of the soccer World Cup to 2018 and 2022.

The extension means that the beer maker will have sponsorship rights for the World Cups and Confederations Cups held in Brazil, Russia and Qatar and should aid its plans to expand Budweiser into a global brand.

AB InBev, which also makes Stella Artois, Beck's and Brahma, declined to say how much the company had paid World Cup organisers FIFA, but the company's chief marketing officer Chris Burggraeve said it was a "significant amount".

World Cup top-tier 'partners' paid an estimated $100 million each for rights to the 2010 World Cup. Sponsors, of which Budweiser is one, are estimated to pay 10s of millions of dollars for their rights.

Budweiser entered Russia, World Cup host in 2018, last year and launched in recent months in Brazil, host in 2014.

Qatar will host in 2022, when Budweiser will be the tournament's official beer for a 10th time. Budweiser can be found in beer cafes in some hotels in the Middle East.

"The host country is an important part of the decision," Burggraeve said in a telephone interview. "But the key is the impact on a global audience."

"We had a great year in South Africa (World Cup 2010) even though it's not a significant market for us."

25 Окт. 2011

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