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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. Deepavali sales give TASMAC a high

Liquor sales through the Tamil Nadu State Marketing Corporation (TASMAC) netted a revenue of around Rs. 250 crore for the government during the Deepavali weekend. On Saturday, as the State celebrated the festival of lights, TASMAC’s sales touched Rs. 135 crore. The day before Deepavali, it registered sales of Rs. 108 crore, according to a TASMAC official.


The sales figure for the two days, is also well above the average sales the State-run corporation sees on normal days.

On an average, it sees liquor sales of Rs. 50-60 crore on week days and Rs. 80-90 crore on weekends, according to the official.

The sales are also up 10 per cent when compared with the sales during last year’s Deepavali.

On an average, more than 70 lakh people consume liquor every day across over 6,000 outlets in the State. TASMAC is one of the major cash cows of the Tamil Nadu government.

According to the official, the closure of 500 shops did not have an impact on sales this Deepavali.

He added that sales would have been higher by Rs. 10-20 crore if only products of United Breweries were also available at TASMAC outlets.

Products of United Breweries, which has a 30 per cent market share in Tamil Nadu, have not available at TASMAC outlets since the beginning of this month due to production and tax-related issues.

Brands including Kingfisher Strong, Kingfisher Lager, Kingfisher Superior, Bullet Super String Beer, Signature Rare Premium Whisky and McDowell’s VSOP Brandy are not available anywhere in the State.

31 Окт. 2016



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