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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.

India. Canadian beer brand 1793 KROY to be launched in Mumbai, Chennai & Goa

Canada’s premium beer brand, 1793 KROY is scheduled to be launched in Mumbai, Chennai, Goa and Bengaluru in September. The Toronto Ale Brewing is all set to introduce its beer brand in India.

Azim Capital is the funding institution behind the global operations of the Toronto-based brewing firm.

Jack Azimi, who heads it, said, “Our timing could not be better. In financial year 2014-15, the beer market in India grew to a staggering 22.3 million hectolitre (i.e. 100 litres), which roughly translates to 286 million cases.”

“Hence the future of beer consumption in India is a toast for the brewers,” said Mike Azimi, another partner in the firm. The size of the beer market has doubled every five-and-a-half years.

“Focusing on Asia is our core strategy because a majority of the world’s population resides there. India, simply because of its flourishing economy and young population, which is our major target segment,” said Jack Azimi.

The beer would be launched in India by Kanoe Impex first and then in 32 countries around the globe. The company would target Chandigarh in the second phase and plans to start outlets all over India in a phased manner in the current financial year.

7 Сен. 2016

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