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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.

Baltika No. 7 Export: the only russian beer available at the famous JD Wetherspoon pub chain in Britain

Baltika No. 7, the flagship beer of Russia's number one brewery, has been added to the beer list of all 846 pubs and restaurants in the legendary British J D Wetherspoon chain, including the famous Lloyds No. 1 bars. Baltika No. 7 took part in the World Number Ones programme, which was aimed at introducing the people of Albion to beer brands from every corner of the world.

Baltika Breweries, the Russian arm of global brewing giant, Carlsberg, is taking advantage of the growth in popularity of world beers and No. 7 will be one of the few genuine imported Russian lagers available in the UK. No. 7 bolsters Carlsberg UK's other world lager beers including San Miguel, Tuborg and Staropramen.

Isaaс Sheps, CEO of Baltika Breweries, Senior Vice President of Eastern European region, Carlsberg Group: "The World Beers segment in the UK is currently enjoying 14% growth against a declining market of -1%. Getting our beer on the bar of the legendary J D Wetherspoon chain gives us a great opportunity to introduce our Baltika brand to beer lovers across the country, which can only mean good things for Baltika’s British sales".

Baltika Breweries’ products are currently available in all major cities of UK. The average consumers are locals aged 25 to 35, who drink imported beer and thirst for new tastes. Baltika No. 7 is currently the only beer on the British market produced and supplied by Baltika Brewery in St. Petersburg. UK sales and promotion of this famous Russian beer are handled by Carlsberg UK.

16 Мар. 2012

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