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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.

Japan. Asahi Breweries Ltd. plans to expand its exports of beer

Asahi Breweries Ltd. plans to expand its exports of beer, Shinichi Hirano, president of the Japanese company, said in a recent interview.

Hirano said Asahi Breweries plans to strengthen sales of its beer at international airports and luxury hotels overseas. It "aims to take active promotion measures at places where high-end premium beer sells well," he said.

The subsidiary of Asahi Group Holdings Ltd. set up a new department in charge of international business in January that took over overseas sales operations involving Super Dry beer and Nikka Whisky from the parent company.

Asahi Breweries sold some 8.18 million cases of Super Dry overseas last year. One case contains the equivalent of 20 633-milliliter bottles.

Super Dry "has become increasingly known among foreign visitors to Japan," Hirano said.

If overseas Super Dry sales reach 20 million cases a year, the factory operating rate in Japan will improve, he said.

Asahi Breweries plans to examine whether its products can be made at four European brewers that the parent company plans to acquire later this year. The investigation is expected to take several years. Wholly owned subsidiaries are best-suited places for overseas production of Asahi Breweries' beer, Hirano said.

Referring to domestic operations, Hirano said Asahi Breweries aims to gain the top position in all alcoholic beverage categories.

The company plans to provide more restaurants with beverage dispensers that keep beer and highballs below zero degrees Celsius in order to beef up sales.

3 Июн. 2016

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