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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 to release Amstel Wheat, Tecate Michelada beers in US

Heineken is set to unveil two new beers Amstel Wheat and Tecate Michelada in the US in September 2012, as part of plans to expand its footprint in the country.

Bottles of Amstel Wheat will be distributed across Chicago, Minneapolis and Northeast, which follows its release on draught a year ago.

The company's Tecate Michelada, a Mexican beer, will be supplied to central and western US as the first canned, ready-to-drink michelada in the country.

The Dutch brewer intends to enhance its business reach in countries other than Europe, against the backdrop of a slowing economy in the region.

Heineken USA chief marketing officer Lesya Lysyj was quoted by Reuters as saying that beer makers have not been as innovative and Heineken not as innovative as other brewers.

"We've been an under-innovator in an under-innovated category. Our business was not on a growth trajectory over the last several years," Lysyj said.

The new beers mark the first release from Heineken in the US market after over ten years.

29 Янв. 2013



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