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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.

UK. Molson Coors’ Carling British Cider

Category - Cider, British, 4.5% abv

Available - From March

Location - UK, off-trade

Price - Information not yet released, available in 50cl and 27.5cl bottles with pressure sensitive labels

The UK division of Molson Coors is to launch its first cider in March backed by a GBP4.5m (US$7.3m) marketing campaign.

Carling British Cider, with a 4.5% abv, will only be available in the off-trade and targets the UK's cider and lager crossover consumers, Molson Coors said today (14 January). The launch follows last year's Carling Zest release and builds on the Carling rebrand, under the slogan ‘Brilliantly British, Brilliantly Refreshing’.

The marketing push will include TV advertising starting in the summer, a Molson Coors spokesperson told just-drinks. Molson Coors has no plans to release the cider in any other markets, the spokesperson said.

15 Янв. 2013



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