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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’s Tiger Beer debuts in Taiwan

You could feel relaxed after getting off work just by enjoying a delicious stir-fried dish and a bottle of Tiger Beer, newly launched in Taiwan by Heineken Asia Pacific, according to a press release issued by the brewery.

The company recently invited Nine One One, a Taiwanese hip hop group, to promote the world-famous brand and will run a series of TV promotional ads, aiming to make Tiger Beer the most influential heavyweight in the Taiwan beer market this summer.

Since its roaring debut in Singapore in 1932, Tiger Beer has been a frequent gold medal winner at over 50 world beer competitions and is popular with consumers in as many as 64 countries in the world.

Kenneth Choo, an executive regional director of Heineken Asia Pacific, said that Tiger Beer has recorded annual growth of over 20 percent and is expected to become a shining star among Heineken's beer lines. "We show high regard for the Taiwan market, and expect our newly launched Tiger Beer to bring consumers brand-new taste and shock. We vow to make Tiger Beer rank among the top three brands in Taiwan's beer market by the end of 2020, which is our clear-cut goal," Choo said at the press conference.

Tiger Beer = Bravery

Tiger brand believes that "there is a tiger in everyone's mind," and people can therefore muster the courage to explore their unlimited potential to meet whatever challenges facing them. Accordingly, "Tiger Beer is the synonym of bravery" has become the band's slogan to highlight the bravery of Taiwan's young generation in challenging mainstream values.

Tiger Beer will demonstrate its bravery in challenging the unknown future, creating the extraordinary, winning glory and conquering the world, and will finally conquer all the Taiwanese consumers and become their most favorite beer product when they enjoy stir-fries dishes from street shops.

25 Июл. 2016

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