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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.

Vietnam. Habeco finding it increasingly difficult to compete for the national beer market

60% of total sales in Vietnam accounts for inexpensive beer. Two corporations have divided this key segment of the market for a long time. Habeco (Hanoi Beer-Alcohol-Beverage) controls the North of Vietnam and Sabeco (Saigon Beer-Alcohol-Beverage) controls the South.


However, this separation does not protect against mutual encroachments. A few years ago, Sabeco not only led an active marketing policy, but also invested into the construction of breweries in the North of the country.

Sabeco has 17 regional sales offices in the North, 15 of which are located in Hanoi, and 4 factories in Hanoi, Phu Yen, Phu Tho and Ha Nam. In contrast, Habeco Breweries do not extend beyond the center of the country.

In 2015, Habeco was only the third with a market share of 17.5%, yielding the leadership to Sabeco, which has 47% of the market. The second place on the market belongs to VBL (Vietnam Brewery Limited), which produces Heineken, Tiger and Larue Beer Beer in Vietnam.

However, the problem of Habeco is not only the domestic competitor, but also imported beer brands owned by AB InBev and Sapporo. Therefore, Habeco is actively investing into brand promotion of Truc Bach, intending to bring it at the same level with Sapporo Beer and Budweiser.

According to research by Isentia media group, the frequency of references to Habeco brands in media and social networks is 12%. For comparison, Saigon beer brands accounted for 29.8%.

13 Апр. 2016



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