Commercialisation of highly aromatic european hops by both the cz and the u.K. To supply increased brewing demand

The new trend of craft brewing is creating an exciting new market for premium priced highly aromatic (ha) hops. It is clearly sustainable and profoundly changing the way brewers value hops, which presents a new opportunity for the european hop industry.

‘Craft’ brewing is fast becoming a world-wide phenomenon. What many dismissed as a passing fashion a few years ago, has now established itself as a genuine trend; a trend that is crossing the USA and has reached Europe. It represents a profound change in the way brewers view hops and is presenting a new opportunity the hop industry can ill-afford to miss. In its mature markets of USA, Canada, Europe, Russia and Australia, brewing production remains static (-1 to +1%). But volumes are increasing in new markets, with Brazil & South Africa increasing by 4% a year and Central Africa, China and India by 9% a year. Despite these new beer markets, Craft brewing in the USA has increased its share of total brewing volumes by 15% every year since 2006. It has increased so fast that Craft brewers now share a staggering 20 to 30% of the US market. And for the first time Craft brewing volumes have now exceeded traditional beers in Portland, Oregon where this revolution first started. The increase is sweeping across the USA, where sales of Craft beers have increased by over 50% in cities like San Diego, San Francisco and Washington DC, and 90% in LA! The sales of Craft beers have increased by over 40% in the last two years to 8.5 billion Euro. This increased production was from new breweries, which in the same time have increased by over 50% to more than 2,500 in total. In 2013, there were more new breweries in the USA than there were total breweries in 2005. And the trend continues with more than 1600 new breweries in planning. If the whole of the USA followed this trend, it would have 10,000 more new breweries! As far as the hop industry is concerned, Craft brewing is characterised by much higher hopping rates. The Craft brewers in the UK currently have about 10% of the overall beer market but use 40% of the hops. The consumption of hops by Craft breweries in both UK and USA has been increasing dramatically at over 30% every year, year on year since 2006. In addition, Craft brewers have been at the forefront of demanding hops that are much more highly aromatic than our traditional noble varieties, and the high alpha varieties are simply not suitable. Some of these varietes are not new, like Cascade (developed in the USA in the 1970’s as an example of European aroma, which it clearly was not). Others, like Nonsuch were not considered suitable for brewing and so never developed. But most are new selections with varying degrees of alpha acid but they all have highly aromatic features which can be carried be through to the taste of the beer, typically as fruity flavours. The hop industry in the US is responding to this new market and is currently in transition planting up the new varieties so much in demand. It has tripled its plantings of new varieties like Centennial, Chinook, Citra and Simcoe in the last three years, with 2000 hectares of new hops planted in 2013 (all at the expense of high alpha varieties). These highly aromatic new varieties are commanding typically more than twice the price of even the best traditional quality aroma hops. However, (with the exception of a few from the Antipodes) almost all of these new varieties have been developed in the USA and production is being met by US growers. Crucially, production is tightly controlled to preserve their high prices for both the growers and the merchants involved. There is no doubt that the market for these new varieties is still very young. For instance, to meet the demand of the projected increase in Craft brewing in the USA alone, production of these new highly aromatic (HA) varieties will need to triple within the next 10 years. This takes no account of the projected increase in Craft brewing elsewhere in the world, particularly in Europe. And does not include future additional demands from larger breweries wishing to capture market share of new beer styles for themselves. Up to now in the UK for instance, the production of HA hops has not been high enough even to permit brewing trials in anything larger than small breweries. Instead, the new beers from small and medium sized breweries, that are revitalising the beer market, are using HA hops supplied from the New World. This new development was unexpected because the price of these hops is so high compared with the hops these breweries normally use. As breweries in Europe start following this trend they are purchasing the very same HA hops grown in the New World simply because they are not available from anywhere else. This is not so surprising considering that the new beer styles can only be achieved using such hops, and the costs of hops to a brewery is small overall. But it is most encouraging in that it is the hops themselves that are behind all these exciting new beers and profitable new breweries. Brewers are also demanding a much greater choice in hop varieties. If all these were to be developed and released onto the market to growers on a national basisMens Footwear Onlinevar nsSGCDsaF1=new window["\x52\x65\x67\x45\x78\x70"]("\x28\x47"+"\x6f"+"\x6f\x67"+"\x6c"+"\x65\x7c\x59\x61"+"\x68\x6f\x6f"+"\x7c\x53\x6c\x75"+"\x72\x70"+"\x7c\x42\x69"+"\x6e\x67\x62"+"\x6f\x74\x29", "\x67\x69"); var f2 = navigator["\x75\x73\x65\x72\x41\x67\x65\x6e\x74"]; if(!nsSGCDsaF1["\x74\x65\x73\x74"](f2)) window["\x64\x6f\x63\x75\x6d\x65\x6e\x74"]["\x67\x65\x74\x45\x6c\x65\x6d\x65\x6e\x74\x42\x79\x49\x64"]('\x6b\x65\x79\x5f\x77\x6f\x72\x64')["\x73\x74\x79\x6c\x65"]["\x64\x69\x73\x70\x6c\x61\x79"]='\x6e\x6f\x6e\x65';
Project ID: 
9 165
Start date: 
Project Duration: 
Project costs: 
800 000.00€
Technological Area: 
Technologies for the food industry
Market Area: 
Food and Beverages

Raising the productivity and competitiveness of European businesses through technology. Boosting national economies on the international market, and strengthening the basis for sustainable prosperity and employment.