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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.

Heineken appoints My Agency for premium beer task

Heineken has appointed My Agency to handle the ad account for its premium Czech beer brand, Kru?ovoice.

The agency won the account following a competitive pitch conducted by Creativebrief.

My Agency will be responsible for developing the unknown beer brand in the UK by launching a campaign across print, outdoor, point-of-sale and experiential projects.

The campaign will initially be rolled out in the UK and Sweden.

It is understood it is the first time Heineken has appointed an agency dedicated to its Kru?ovoice ad account in the UK.

In the UK Heineken works with a number of agencies across its different brands including BBH, AKQA, Lean Mean Fighting Machine and Adam and Eve. The agencies will be unaffected by the appointment.

Nick Wright, managing partner of My Agency, said: "We are gaining a great track record in building fan bases for great products. Kru?ovice is undoubtedly a great product with a terrific reputation amongst the beer cognoscenti.

"We are thrilled to be working with our friends at Heineken to help connect the brand to a wider community of drinkers."

Audrey Schillings, senior brand manager for Heineken International, said: "Kru?ovice is one of Heineken’s best kept secrets, despite winning some prestigious awards.

"My Agency presented some excellent creative that will really help us unlock the potential of the brand by bringing it to life in a premium and contemporary manner that celebrates and respects the brand story."

31 Окт. 2011



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