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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.

DB Breweries embraces SAP technology

New Zealand-based DB Breweries (DB) has deployed SAP's web channel experience management (WCEM) software to set up a web shop.

The web shop, which went live at the end of November 2011, will provide online ordering for trade customers and is expected to help DB better service customers.

The brewer is collaborating with Australia-based SAP solution and integration specialist, Oxygen Business Solutions, to launch new SAP solutions to improve business efficiency.

DB Breweries Knowledge Management team leader Mike Rawson said the brewery has recently upgraded its core SAP system and is now beginning a program of CRM work to further improve key customer service functions.

"As a result of the web shop going live we now have SAP CRM installed and we are ready to use it to address a number of key sales and marketing processes," Rawson added.

"All our DB beer products as well as associated merchandise - such as glasses, coasters and other branded items - will be available for ordering online at a time that suits the customer."

DB is also considering installing SAP CRM functionality to provide field representatives with a user friendly mobile sales application, improve contact centre operations and more easily manage trade promotions, according to Oxygen.

21 Янв. 2013



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