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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.

India. Tamil Nadu state beer distributor expects revenue to go up

The revenue of the State-run Tamil Nadu State Marketing Corporation (Tasmac) is expected to touch Rs. 30,000 crore during the Assembly election season. Currently, it has a revenue of more than Rs. 27,000 crore.

Analysts who track the liquor market say that with the mercury rising, beer sales would shoot up this election season. It will increase three-fold they add. The last two years saw beer sales dip by 20 per cent across the State. The rise in liquor prices was cited as a reason. In March 2015, only 20.85 lakh cases were sold against 25.39 lakh cases in 2014. April 2015 witnessed sale of 20.85 lakh cases against 25.40 lakh cases in 2014.

This year, liquor outlets across the city are already seeing a slight increase in demand. The exact estimates for February and March 2016 could not be obtained due to the Model Code of Conduct being in force. Statistics available with one distillery owner indicated that in January 2016 around 15.33 lakh cases of beer was sold in Tamil Nadu.

The cashier of a liquor outlet near Anna Salai said, “Beer sales were low last two years and now slowly improving. Maybe once the candidates list is announced, the sales might pick up because everyone gets into a celebration mode when the list is announced, during the campaign and when the results are announced,” he added.

Tasmac, the cash cow of Tamil Nadu, will also see sales of Indian Made Foreign Spirits shoot up. In January 2016, Tasmac sold 48.23 lakh cases of Indian Made Foreign Spirit. This figure is expected to double in April and May. Usually, during elections, sales at Tasmac outlets go up substantially, sources pointed out.

Tasmac was established in 1983 by the then Chief Minister, M.G. Ramachandran. On an average, more than 70 lakh people are consuming liquor every day across various outlets in the State.

1 Апр. 2016



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