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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.

drinktec brews its own beer

The drinktec team has been having a go at brewing. The result is an ingenious combination of malt and hop varieties rounded off with a note of orange in a "bockbier" christened "Orange Spirit by drinktec Biermanufaktur".

In Elixhausen near Salzburg the entire team of organizers behind drinktec, the Worldґs Leading Trade Fair for Beverage and Liquid Food Technology, was treated to a two-day introduction to the art of making beer: they learned about the raw materials, how to make malt and what happens in the brewing room, about yeast, fermentation and storage, as well as filtration. All of this under the expert guidance of Dr. Michael Zepf, of Doemens Academy GmbH. Also on the program of course was a session in the sensory experience of beer, with participants trying out a variety of combinations of beer and food resulting in surprising taste revelations.

The highlight of the seminar was the chance to then put this new knowledge into practice. In the BIERkulturHAUS in Obertrum, a historic brewery in which beer is made purely by hand, the drinktec team then had a go at brewing a "bockbier" with a fine note of orange inspired by the brand visuals behind the fair. The name of this beer? "Orange Spirit by drinktec Biermanufaktur".

Petra Westphal, Exhibition Director of drinktec, felt very at home in her role as beer guide: "We wanted to learn the ABC of beer-brewing for ourselves. Now we feel like real insiders and share with our customers not only the passion for beer, but also for the craft of making beer." Everyone at drinktec is now looking forward to the first tasting of this special drinktec beer - but they will have to wait five weeks before this limited edition beer can be bottled.

Further information: www.drinktec.com
Click here for photos of drinktec.

About drinktec
drinktec is the world’s leading trade fair for beverage and liquid food technology. It is the most important trade fair for the sector. Manufacturers and suppliers from all over the world – global companies and SMEs alike – meet up here with all sizes of producers and retailers of beverages and liquid food products. Within the sector drinktec is regarded as the number one platform for launching new products on the world market. At this event manufacturers present the latest technology for production, filling and packaging of beverages of all kinds, and for liquid food – also encompassing raw materials and logistics solutions. The themes of beverages marketing and packaging design round off the portfolio.
drinktec 2013, which takes place at the Messe Mьnchen exhibition centre in Munich, from September 16 to 20, 2013, is expected to attract around 1,500 exhibitors from over 70 countries and approximately 60,000 visitors from more than 170 countries.

21 Мар. 2012



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