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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.

Heineken focuses on Vietnam beer market, Tiger as a growth brand

Heineken is pouring money into Vietnam, which lags only Mexico on profitability for the Dutch beverage giant, according to the company's Asia Pacific President Frans Eusman.

Heineken has identified the Southeast Asian nation as the next key driver for its growing APAC business, as it becomes more difficult to squeeze profits from Africa, the Middle East and parts of Europe.

The 143-year-old brewer operates under two company names in Vietnam: APB Hanoi, which is wholly owned, and Vietnam Brewery, in which Heineken has a 60 percent stake.

Heineken.jpeg"We're very proud of what we've been able to create," Eusman told CNBC's "Squawk Box." "Five years ago, Heineken entered with a very small brewery when Vietnam started to open up. Now we are the number two in Vietnam."

He said Heineken saw opportunities for growth across Asia. It spent $60 million building a brewery in Myanmar in 2015 and also operates in China, India, Cambodia, Indonesia and Malaysia, holding the country's biggest market share in half of them.

The company recently signed a joint venture with Philippine beverage producer, Asia Brewery, to bring the Heineken and Tiger beer brands to the Philippines, and Eusman hinted that further deals were to come.

Meanwhile, Eusman said that Myanmar was also a "fantastic opportunity."

"Myanmar, in a way, resembles Vietnam maybe 10 to 25 years ago," he explained. "It has a huge young population, growing wealth, growing GDP, and more of those people have expendable income."

He said Heineken saw opportunities for growth across Asia. It spent $60 million building a brewery in Myanmar in 2015 and also operates in China, India, Cambodia, Indonesia and Malaysia, holding the country's biggest market share in half of them.

The company recently signed a joint venture with Philippine beverage producer, Asia Brewery, to bring the Heineken and Tiger beer brands to the Philippines, and Eusman hinted that further deals were to come.

Meanwhile, Eusman said that Myanmar was also a "fantastic opportunity."

"Myanmar, in a way, resembles Vietnam maybe 10 to 25 years ago," he explained. "It has a huge young population, growing wealth, growing GDP, and more of those people have expendable income."

9 Июн. 2016

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