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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.

Heineken USA appoints new advertising agencies

Beer importer Heineken USA has appointed Zambezi and Edelman as the advertising agencies of record for Strongbow cider and Heineken Light as well as Amstel Light brands respectively.

Strongbow cider will join the Heineken USA portfolio from 1 January 2013, for which Heineken N.V. had partnered with the Vermont Hard Cider Company to distribute Strongbow in the US cider market.

As advertising agencies, Zambezi will further the brand growth of Strongbow in the US while Edelman will develop and implement public relations programs for the Heineken, Heineken Light and Amstel Light brands as well as manage general-market, Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations for Heineken in US.

Heineken USA portfolio brands marketing vice president Matt Kahn said, ''Zambezi will be responsible for developing all consumer advertising for the brand."

The company has also widened Wieden+Kennedy New York's services to manage all Hispanic above-the-line activations for Heineken and Heineken Light, which at present looks after general-market advertising and social media channels management.

Heineken marketing vice president Colin Westcott-Pitt said, "We're eager to engage Edelman's media relations expertise and deepen our global relationship with Wieden+Kennedy."

4 Дек. 2012



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