Pivnoe Delo


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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.

Anheuser-Busch Test Markets Margarita-Flavored Beer

Apparently the new malt beverage is to be called Lima-A-Rita. AB-InBev received labeling permission for the 6-percent-alcohol brew in January.

You'd think that the brain trust at Anheuser-Busch InBev would have considered the margarita earlier. After all, the blend of tequila, lime juice and orange-flavored liqueur is one of the most popular mixed drinks in America.

But, no. When the brewery first looked south of the border for inspiration in 2007, it brought back the abomination that is Chelada -- a beer-and-clam-juice concoction that none but the most iron-gutted Cholo could keep down.

Five years later it seems that AB InBev has finally wised up with a more quaffable brew known for now as "Test Beer L" but which will eventually be marketed as "Limerita" or "Lime-Rita."
Gut Check was at a party last weekend with one of the brewer's marketing reps when we were handed a can of the stuff. And we gotta admit that it tastes amazingly like a bona fide margarita. We've heard that the brewer is hoping to sell the drink at bars and restaurants that don't have a full liquor license and are therefore prohibited from pouring actual cocktails.

We only wish we had had some salt to sprinkle around the rim of our Test Beer L. And that we had kept the can. It's a classic.

7 Мар. 2012



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