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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.

Relaunched Sapporo beer gaining popularity in Vietnam

The sales of Sapporo Brewery have reached 150-200% of the value of this indicator for the same period last year, two months after the launching of a new beer in the Vietnamese market.

In November 2015, the well-known to Vietnamese consumer re-designed products came into the market. Sapporo has changed a colour of packaging of Premium beer 330 ml from golden to silver, and improved the taste and aroma of the drink.

For those who were not familiar with the company’s activity in Japan, the new beers came as surprise, because Vietnam is not accustomed to innovation in the field of alcoholic beverages. According to Mikio Masawaki, CEO of Sapporo Vietnam, the company’s goal was to guess the tastes of consumers of premium beer in Vietnam, as it is a segment with great potential.

The company believes it is a big achievement that the sales of beer have increased sharply to 150-200% two months after the release of a new product, compared to the same period last year. In 2016 Sapporo plans to expand the distribution of the brand from 4000 to 7000 outlets. Currently, the distribution geography of Sapporo covers Hanoi and Danang, Nha Trang, Da Lat.

21 Янв. 2016



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