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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.

Cambodia. Attwood moves past Heineken hangover

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Sales of Thai and American-owned beer brands have helped distributor Attwood Import-Export Group deepen its penetration of Cambodia’s premium beer market and offset the loss of its Heineken distribution rights, the company’s chief executive said yesterday.

Attwood announced in September that it had inked a deal with Anheuser Busch InBev, the world’s largest beverage company, for the exclusive right to import Budweiser to the Kingdom. It has also secured rights to distribute InBev brands Corona and Becks, as well as Thai beer Chang, since losing its licence to distribute Heineken in a messy dispute two years ago.

The firm lost the lucrative Heineken contract after holding a monopoly on the Dutch lager for 17 years. Heineken Asia-Pacific awarded the distribution rights to Cambodia Brewery Limited (CBL) following its full acquisition of the local brewery, which also produces Tiger and Anchor beer.

Attwood CEO Tan Ser Chhay said beer distribution rights acquired since losing the Heineken contract, particularly for Budweiser, have made up for the loss of sales.

“Right now, volume-wise, I would say we have already caught up to Heineken beer with sales of Budweiser, Corona and Chang,” he said. “I would say Budweiser [accounts for] about 40 to 50 percent of our beer imports.”

Chhay said Attwood would look to develop its current brands, though could consider adding additional products from InBev’s portfolio, which includes Foster’s, Leffe and Stella Artois.

“We will not sign with any other beer company because we have an exclusive deal with Anheuser Busch InBev, so if we were to do any new product it would be in a different category or maybe in something within that portfolio.”

In addition to beers, Attwood holds distribution rights for well-known liquors including Hennessy, Johnnie Walker and Tanqueray.

“Going forward we will concentrate on beer and whisky, but we are also looking forward to focus on our products and maybe move into importing non-alcoholic products,” Chhay said.

16 Ноя. 2016

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