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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.

Plze?sk? Prazdroj appointed new Marketing Director

Grant McKenzie (37) was appointed Marketing Director at Plzensky Prazdroj in March 2012. He comes to replace Tom Verhaegen following Tom's promotion to the position of Managing Director at Royal Grolsch - a major brewery in the Netherlands.

Grant McKenzie comes from Great Britain. He graduated with a BA Honours in Marketing and Business Law from the University of Strathclyde. Later, he further developed his education at the Chartered Institute of Marketing with a Postgraduate Diploma in Marketing.

Grant has been with SABMiller since 2005; his first assignment was in the role of Marketing Manager at our European hub office. Then he worked for two years as Marketing Director at Compania Cervecera de Canarias in the Canary Islands. He comes to the Czech Republic from Romania, where he held the position of Marketing Director at Ursus Breweries from March 2009.

As part of his previous 8-year marketing career with Mars Europe, Grant spent 5 years in the Czech Republic.

With total sales of almost 9.9 million hectolitres in 2011 (including licensed production abroad) and exports to more than 50 countries around the world, Plze?sk? Prazdroj is a major beer producer in the region and the largest exporter of Czech beer.
Plze?sk? Prazdroj, a.s. is a member of SABMiller plc. Pilsner Urquell is the international flagship of the SABMiller brand portfolio.
SABMiller plc is one of the world's largest brewers, with brewing interests or distribution agreements in over 60 countries across six continents. The SABMiller brand portfolio consists of international brands such as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro, as well as many other successful regional brands.

21 Мар. 2012

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