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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.

Newcastle Gets Honest with Consumers

Newcastle Brown Ale is kicking the year off in high gear with the next wave of its popular “No Bollocks” campaign. The “No Bollocks” retail program is designed to drive consideration of Newcastle among adult consumers, over the age of 21, shopping for in-home consumption and entertaining. No Bollocks, Heineken USA explains, runs February through March, and provides retailers with the "straightforward, no nonsense support they need to invite shoppers to enjoy the distinct taste and refreshing honesty of Newcastle Brown Ale."

“Newcastle shoppers respond to straight talk and support brands that cut through the marketing ‘Bollocks’,” said Brett Steen, brand manager for Newcastle, Heineken USA. “Our “No Bollocks” first quarter retail program combines refreshing honesty and Newcastle’s brand of humor with special offers aimed at driving secondary displays and higher basket rings for retailers by introducing more consumers to the great taste of Newcastle.”

At retail, Newcastle display and POS materials with elements that bring Newcastle’s “No Bollocks” campaign to life will be available to dress up accounts and engage consumers. In addition, cross merchandising IRC and MIR offers (where legal) will be available on the purchase of select channel relevant items and Newcastle Brown Ale to drive incremental sales at retail.

Steen concluded, “Whether on the shelf, on display or in the cold box, Newcastle’s “No Bollocks” retail program elements will keep Newcastle Brown Ale top-of-mind through simple, candid messages that resonate with shoppers and offer exactly what they want from their favorite brands—a refreshing dose of honesty.”

30 Янв. 2013



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