The hop market of the future
Hop strategy | Like the beer market, the hop market is currently in crisis. As beer consumption falls in Germany – and indeed throughout the rest of the world– so does the requirement for hops. This is contrary to expectation. How do hop sellers and hop traders thus reposition themselves in this environment so that they can look to the future with confidence? Strengthening this strategic focus, Hopsteiner recently appointed Florian Perschel as Commercial Director, bringing extensive international expertise in sales, business development and innovation to support the company’s customer-centric growth strategy. BRAUWELT talked to managing director Pascal Piroué and head of Supply Chain Martin Schöttl-Pichlmaier at Simon H. Steiner, Hopfen, GmbH, in Mainburg, Germany.
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