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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.

Russia. Restrictions on beer advertising made Heineken open its own pub in Moscow

Heineken opened its own summer beer pub in Bolshaya Dmitrovka Street in Moscow, Vedomosti reports, citing the company’s representative. In his words, such a step has been taken due to existing restrictions on beer advertising.

The pub is designed for 100 seats, it has two main sites — a yard of 170 sq. m. and indoor premises of 137 sq.m. The average bill reaches 1,500 rubles ($22.5). Vedomosti reports that investments in the pub make up to 1 million dollars, the company does not comment on the topic. Heineken’s spokesperson says that the pub is designed for the high summer season. If successful, the project might be continued.

A partner of the project — Unity Agency — was selected via a tender, sources say. Unity rented the premises from a restaurateur Arkadiy Zeltser, however, the project is implemented under Heineken’s guidance. Unity and Journey will run the pub and manage its cultural program by agreement with Heineken.

According to Anadolu Efes’ report for 2015, the beer market in Russia has decreased by more than 25% from 2012. The attendance alone fell by 25% over the past year due to higher prices for alcohol and a on smoking in public places. However, since the beginning of this year, it has rebounded to 0.8%, according to NPD.

24 мая. 2016



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