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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.

China. Second tier brands are moving into the high-end segment

2015 was not easy for the Chinese brewing industry. Beer sales continued to fall, and imported beer became more popular.

Import growth is not the only thing that concerns Chinese brewers. 70% of the beer market in China accounts for 5 major brands such as Snow, Tsingtao, Yanjing Beer, Budweiser and Carlsberg. The second tier brands bring losses and are on the verge of survival, Guangdong Express Media writes.

However, the problems of Pearl River beer, Venus beer, Kingway, Henan Jinxing, Guangzhou Zhujiang are not only in bad weather and economic situation of the country.

The growth of imports and the change of beer drinkers generation have brought a change in their preferences. More and more people are more likely to buy high-quality products of the premium segment.

Zhujiang Beer has realized it and focused on product quality and brand positioning. In 2015, the operating profit of Zhujiang Beer grew by 4.67% and reached 6,176.95 million yuan. Despite a slight decline in profit margins, this result already shows a good position of the company in Guangdong province and the increase in the brand strength in China.

15 Мар. 2016



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