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4-2017

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.

Carlsberg Vietnam Breweries Signs U.S. Distribution Agreement with C2 Imports

C2 Imports, with headquarters in Denver, CO, announces its new U.S.A. distribution agreement with Carlsberg Vietnam Breweries Limited, a World Beer Championship medalist whose award-winning Huda Beer is brewed in Hue, Vietnam. The brewery is 100 percent owned by multi-national Carlsberg Group, with roots dating to 1847 in Denmark.

The agreement will help fill a gap in the Asian portfolio of C2 Imports. After importing the Saigon brand of beers to the U.S. for a number of years, C2 found “the brewer had become increasingly unable to meet production schedules,” said Charles Cindric, president of C2 Imports, necessitating the decision to no longer import Saigon beer into the U.S. With the new agreement, C2 distributors will be able to fill a need for a genuine Asian beer. “Huda is a fabulously refreshing and authentic beer from Vietnam, and is a perfect accompaniment to spicy Asian foods,” said Cindric. The U.S.A. importer expects distributor orders will be filled quickly and support materials are readily available.

Huda has seen only limited distribution in the U.S. until now. With its coast-to-coast distributor network, C2 Imports plans to kick off the nationwide Huda Beer rollout with targeted marketing campaigns in numerous select markets.

About Huda and Carlsberg Vietnam

Huda is the leading local brand of Carlsberg Vietnam, which ignites the pride of Central people as being part of the Central. The brand has won a number of prestigious International Awards such as WBC in 2013, ITQI in 2014 and 2015.

Carlsberg is one of the first Danish multi-national companies to enter Vietnam and made its first investment in 1993. Currently it has 3 breweries in North, Central and South Vietnam, with a workforce of over 2,000 people. Carlsberg Vietnam’s portfolio of brands include Carlsberg, the internationally recognized iconic beer of Denmark; the award-winning Huda and Huda Gold; and Halida.

8 Янв. 2016

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