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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.

India. Carlsberg plant at Mysuru to be ready next year

Carlsberg in India had been focusing on specific cities to grow sales

Carlsberg India is setting up one of its largest beer manufacturing facilities in Mysuru district of Karnataka.

Under construction, it will have annual production capacity of 80 million litres and be ready next year, Michael N Jensen, managing director, Carlsberg India, told this newspaper.

The company’s presence in the southern markets is lower than its foothold in the northern part. Carlsberg is the third largest beer maker in the country, with 15.7 per cent of the market.

The UB Group's Kingfisher has 52 per cent, followed by SABMiller at 25 per cent.

Unlike other markets, Carlsberg in India had been focusing on specific cities to grow sales.

Currently the company targets 140 cities. Its presence in the northern part is backed by seven manufacturing units (including that of co-packers).

The markets in the south remain under-supplied, with a plant each in Chennai and Hyderabad.

Once operational, the Mysuru plant will help Carlsberg increase its sales and become the second largest player in the market, Jensen hopes. “We’ve been in the Indian market for over nine years and achieved the number three position within the first four years,” he said.

Annual per capita beer consumption is less than two litres a year in India, compared to 32 litres in China and 43 in Japan.

About 85 per cent of the beer sold in the country are strong, with alcohol levels between five and eight per cent.

Tuborg, a Carlsberg brand, is the second largest selling, after Kingfisher.

28 Июн. 2016



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