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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.

Malaysia. Smooth cold one now in a bottle

How would you like to enjoy the smooth sensation of freshly tapped beer anytime and anywhere?

Now, with Carlsberg’s latest innovation, Carlsberg Smooth Draught, you can – the only difference being the fact that it’s now in a bottle.

It is now available in a familiar looking green bottle with a white label with hints of silver instead of the brand’s iconic green.

Smooth DraughtThe golden-hued beer is packaged in an easy-to-grip bottle with smooth contour lines appearing subtly in the background, reinforcing the brew’s smooth taste, while the iconic Carlsberg hop leaf motif embossed on the bottle accentuates the innovative cold hopping process.

The draught is brewed longer during the maturation process, which gives it a smooth sensation while the hops are added twice for a distinctive aromatic flavour.

Carlsberg Smooth Draught was first introduced as a special edition at hundreds of traditional on-trade outlets in March.

The overwhelming response from consumers resulted in Carlsberg making the beer a permanent offering.

At the launch of Carlsberg Smooth Draught, Carlsberg Malaysia managing director Henrik Juel Andersen said that they were extremely proud of the new product innovation.

“We are privileged that Malaysia is the pioneer among the 140 Carlsberg markets in the world to launch Carlsberg Smooth Draught, a line extension of the Carlsberg brand. What you are witnessing tonight is the first step of what could become a global launch,” he commented.

Andersen added that the feedback received during the introduction was encouraging, even from non-Carlsberg drinkers.

“Very often, consumers yearn for the smooth sensation of a draught beer, but this is not readily available at the restaurants, food courts and coffee shops which they frequent.

“Carlsberg Smooth Draught is the answer to many beer lovers’ quest, and caters to a consumer preference for the smoothness of draught beer,” said Andersen.

Media members, trade partners and distributors who witnessed the official launch were treated to a range of local hawker fare, accompanied by a free flow of the new beer.

Carlsberg’s office space was transformed into a “food court” to recreate a hawker-style ambience.

Carlsberg Smooth Draught comes in a 580ml bottle and is available nationwide at Chinese restaurants, food courts and coffee shops.

4 мая. 2016

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