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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. Forget about cutting chai, try cutting beer this summer!

Beer guzzlers can now have their favourite tipple at a cutting price at beer chain The Beer Cafe, who have introduced a new concept called the “cutting beer”. It is a smaller serving of the quintessential beer mug — a quick grab if you’re in a hurry or need a midday refuel without getting drunk.

“We wanted to give our guests another reason to savour beer. Served in customised cutting glasses… More than that, cutting beer is about the joy of sharing your ideas and fears, your day’s worries, a good joke and your favourite cutting brew with friends, family or colleagues,” Priya Vasudeva, general manager-marketing, The Beer Cafe, said in a statement.

The chain has the widest variety of draught beers that will be served in customised cutting glasses. This will give beer enthusiasts a chance to try different styles of beers and see what style they love the most.

Single servings begin at Rs 39 for the regular Fosters and Kingfisher, Rs 79 for beers such as Oranjeboom, Bira and Heverlee Witte and it goes up to Rs 129 for specialty brews such as Hoegaarden, Stella, Erdinger, Paulaners, Fullers and Flensburger, among others.

You can also make your own cutting beer slider at just Rs 599. The cutting beer is available across The Beer Cafe outlets in the Delhi NCR region.

27 Апр. 2016

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