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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.

UK/US: Boston Beer Co ties with Shepherd Neame in UK

US craft brewer Boston Beer Co has agreed a deal with the UK's Shepherd Neame that will see the Samuel Adams brand brewed outside its home market for the first time.

Shepherd Neame said earlier this week that it will brew Samuel Adams Boston Lager under licence in the UK, for sale on draught from April. It already imports packaged Samuel Adams into the UK, but will replace 35.5cl US-style bottles with British 33cl and 50cl formats.

“The primary aim is to improve the freshness of the Sam Adams we’re offering to British beer drinkers,” said Boston Beer's founder, Jim Koch.

Graeme Craig, Shepherd Neame’s sales and marketing director, added: “We’re seeing growing interest in the US craft beer scene and we both felt this was a better way of doing things rather than an elongated supply chain.”

Craig also said that Shepherd Neame has ended contract-brewing for Carlsberg-owned Holsten Export after both parties mutually agreed not to renew the deal.

23 Фев. 2012

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