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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.

India. Bengalureans go for a ‘beer hug’ this summer

With the mercury rising significantly this summer, beer consumption in Bengaluru has also shot up phenomenally.

This March, Bengalureans have guzzled 2.18 lakh litres of beer more than what it was in March 2015.

The beer sales in the city for March 2016 was 10.5 lakh carton boxes (82 lakh litres). The sales might increase in the days to come, say Excise Department officials.

This year, the summer has approached the city much earlier than usual. As the City started experiencing heat wave in February itself, the sale of beer too soared in the same month. In February, 7.28 lakh carton boxes beer was sold which was 1.9 lakh carton boxes more compared to January’s sale.

The officials in the Excise department said that the beer sales would go further up in the next two-three months. The statistics since 2007 suggest that the sale of beer would go up in the summer while no such change is witnessed in sale of hard liquor. In few years, the hard liquor sale has come down also.

People who consume liquor believe that hard liquor in summer would further increase temperature of the body whereas beer helps to keep the body cool. Because of this reason many prefer beer in summer even though they consume hard liquor.

Santhosh Kumar told Deccan Herald that he consume hard liquor only during the rainy and winter seasons and go for beer in summer.

Temporary relax

Doctors say that it is wrong notion that alcohol keeps the body cool and beer is no exception. Dr Ravibhimappa, a physician, told Deccan Herald, “Drinking beer in summer will not keep the body cool, people consume it because it gives them a some sort of temporary relax while having chilled beer in summer heat.”

6 Апр. 2016

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