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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. Going the extra mile to ensure patronage

Licensees running bars in Tamil Nadu State Marketing Corporation (Tasmac) liquor outlets are now in a compulsion to go the extra mile to sustain the existing patronage and to draw new customers.

Coimbatore District has about 303 Tasmac shops, out of which 237 have bars attached. Tasmac outlets till date drew crowd based on cleanliness of the place and varieties of snacks offered there.

Some bars even had installed large screen television sets, which turned out to be a major attraction during the recently concluded T20 World Cup cricket matches, says Deivam, Secretary of the Coimbatore TASMAC Bar Owners Association.

According to Ganesh of Ramanathapuram, who runs two bars, cleanliness of the place, adequate parking space in the vicinity, and quality of side dishes offered often counted for a good and steady patronage. Offering a variety of vegetarian and non-vegetarian side dishes also helped in to draw customers.

Middle and upper middle class consumers often preferred to buy liquor and take it home or to a private location and consume it. Under such circumstances, the offer of television sets and provision of air-conditioned bar space came in handy to retain the customer patronage, says another bar owner.

But licensees who operate out of rented or leased out premises could not take the risk of spending on air-conditioning as the bar licenses will have to be renewed periodically.

Recently, a Tasmac bar at Kavundampalayam has chosen to offer free Wi-Fi facility for its customers. This has become a trend and more licensees are gearing up to try this out.

Another bar owner says that some of their counterparts even discussed about offering organic and healthy side dishes. But it has not been tried out yet, as they are not sure of the outcome.

6 Апр. 2016



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