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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. Kaama Impex aims for 30 pc share of premium beer market

iquor firm Kaama Impex is aiming for 30 per cent market share in the premium imported beer segment in the next two years through its UK-brewed craft beer Witlinger.

The company, which has rights of several global beer brands in India, including Sol and Magners, today launched retail sales of Witlinger.

"This year, we are targeting to sell around 1.5 lakh cases. In 2017, we are expecting it to be around five lakh cases and capture 30 per cent market share in the premium imported beer segment," Kaama Impex Managing Director and founder Anuj Kushwah told .

The company was selling Witlinger beer here from April 2014 in drafts, which was available only at selected places, and has now decided to go for retail sales after getting positive feedback from customers.

"The brand was accepted by the people and we have decided to take it further and get it in packaged format to target the retail consumption," he said.

Presently, the premium beer market in India is about 3.2 million cases, out of which 1.7-1.8 million cases are imported beer. The premium segment is growing in double digits, Kushwah added.

Witlinger has been launched in two variants -- Witlinger Wheat Ale and Witlinger Lager.

The company has launched Witlinger in Delhi and would follow in other top cities soon.

"We would target key market of Delhi, Mumbai, Bengaluru, Chennai, and Goa in the first year of business," he said.

Kaama Impex has recently secured funds from its angel investors Jasmeet Marwah and Amit Anand to support its expansion plans, he added.

Apart from Witlinger, Kaama Impex has distribution rights of Mexican Sol Beer, a brand owned by Heineken.

Other global brands in its portfolio include Irish beer Magners, German-brewed Weizenberg, Heverlee, Scottish beer Charger and Monin.

26 Апр. 2016

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