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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. What brands are more appreciated in the beer market?

On 24 March, the Xinhua News Agency released an annual report “Food Brand Reputation 2015”. Tsingtao Beer, Snow Beer and Yanjing received the highest index IWOM among beer brands.

A beer brand IWOM index consists of 6 major degrees: brand awareness, consumer performance, quality distribution, the company’s reputation, brand recognition and brand health check.

Due to a continued presence in the market, brand awareness index for Tsingtao Beer (7.78), Yanjing (6.66) and Snow Beer (5.9) is the highest in the country. Five brands: Tsingtao, Carlsberg, Heineken, Yanjing and Snow Beer are the leaders by consumer performance index. For Budweiser, Harbin and Zhujiang Beer, this index was low. They need to pay more attention to feedback from customers to better satisfy their needs.

Yanjing, Heineken and Kirin received the highest recognition, but a brand performance index of Budweiser, Harbin and Carlsberg was unsatisfactory.

Tsingtao Brewery and Snow beer are the brands with good corporate reputation, but they are susceptible to the negative impact of information distributed about them in the press. The manufacturers can shape the brand image using SMM due to the growing importance of the Internet for promoting the products.

28 Мар. 2016



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