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E-Malt.com NewsLetter
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RombBullet Quote of the week
RombBullet Currency rates
RombBullet Brewers equities
RombBullet Industry news
RombBullet Graph of the week
RombBullet Table of the week
RombBullet Prices evolution
RombBullet Barley prices
RombBullet Theoretical malt prices
RombBullet Business history
RombBullet Agenda
RombBullet News articles






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E-Malt.com Newsletter 14a
March 31 - April 02, 2025


Quote of the Week

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Currency Rates


Base Currency: US Dollar
on April 02, 2025
Base Currency: Canadian Dollar
on April 02, 2025
      1 USD = 0.9255 EUR
1 USD = 0.7740 GBP
1 USD = 1.4359 CAD
1 USD = 1.5969 AUD
1 USD = 149.5790 JPY
1 USD = 5.6977 BRL
1 USD = 84.1790 RUB
1 USD = 7.2633 CNY
      1 CAD = 0.6963 USD
1 CAD = 0.5389 GBP
1 CAD = 0.6444 EUR
1 CAD = 1.1120 AUD
1 CAD = 104.1580 JPY
1 CAD = 3.9675 BRL
1 CAD = 58.6170 RUB
1 CAD = 5.0577 CNY

Currency Rates Chart


Equities of the Largest Breweries

Equities of the Largest Breweries

North America News
Brewery news USA: Trump’s trade wars to cost craft brewing industry a substantial amount of money ...Click here
Brewery news USA: Trump administration to implement 25% tariff on all imported canned beer and empty aluminum cans starting April 4 ...Click here
Brewery news USA, CO: Great Divide Brewing Company acquired by Wilding Brands ...Click here
Brewery news USA, WA: Rooftop Brewing Company to take over Maritime Pacific Brewing in Ballard ...Click here
Brewery news USA, FL: Kookaburra Coffee wants to add beer to its menu in St. Augustine ...Click here
Brewery news USA, CA: Anderson Valley Brewing sold to former winemaker ...Click here
Brewery news USA, PA: Hop Hill Brewing Company to cease operations at original location ...Click here
Brewery news USA, AZ: Beer Research Institute closes after more than a decade in business ...Click here
Brewery news USA, IL: Tonality Brewing Co. & Scratch Kitchen to shut down this month ...Click here
Brewery news USA, CO: Halfpenny Brewing Co. closes down in Denver ...Click here
World News
Malt news China: Malt market expected to continue on an upward consumption trend ...Click here
Brewery news Romania: Beer market stabilizes in 2024 ...Click here
Hops news New Zealand: Hop producers eyeing increased export business ...Click here
Brewery news Seychelles: Diageo divests majority stake in Seychelles Breweries ...Click here
Barley news UK: 70% of winter barley crops in good to excellent condition, AHDB says ...Click here
Brewery news Brazil: Beverage industry increasingly turning to non-alcoholic beers ...Click here
Whisky news Japan: Spirits & Liqueurs Makers Association to apply for GI status for Japanese whisky ...Click here
Brewery news UK: Damm secures distribution agreement with craft brewer Northern Monk ...Click here
Brewery news Japan: Asahi to increase beer prices among other major food and beverage producers in Japan ...Click here
Brewery news UK: Carlsberg makes investment to reinforce image of its Italian lager brand Poretti ...Click here
Graph of the Week


Table of the Week

USA Malt Exports 2019-2024


Table of the week.

Prices Evolution

Prices evolution

Barley Prices



Theoretical Malt Prices



These Days in Business History


31 March
1889 - 300m Eiffel Tower officially opens, commemorates French Revolution
1896 - Whitcomb Judson, Chicago, patents a hookless fastening, also know as the zipper
1917 - U.S. purchases Danish West Indies for $25M and renames them Virgin Islands

01 April
1778 - Oliver Pollock, a New Orleans businessman, creates "$" symbol
1826 - Samuel Mory patents internal combustion engine
1891 - The Wrigley Company is founded in Chicago, Illinois
1935 - India's central banking institution, The Reserve Bank of India is formed
1986 - World oil prices dip below $10 a barrel
1989 - Margaret Thatcher's new local government tax, the Community Charge (commonly known as the "poll tax"), is introduced in Scotland
2015 - Apple Inc. is formed by Steve Jobs, Steve Wozniak, and Ronald Wayne

02 April
1850 - City of Los Angeles incorporated
1875 - Walter P. Chrysler is born in Wamego, Kansas. He goes on to found the Chrysler Corp. as successor corporation to the failing Maxwell Motor Car Co. in 1925 and to buy Dodge Brothers, Inc., in 1928
1911 - The Australian Bureau of Statistics conducts the country's first national census
1961 - The first patent for an integrated circuit is awarded to Fairchild Semiconductor's Robert Noyce, who later co-founds Intel Corp. with Gordon Moore


Agenda

April 2025:
03 - 05: Warsaw Beer Festival 2025 (Warsaw, Poland)
06 - 09: 15th International Trends in Brewing 'Beer & Society' 2025 (Leuven, Belgium)
06 - 08: Planete Biere 2025 (Paris, France)
10 - 12: KIBEX 2025 (Seoul, South Korea)
11 - 12: InnBrew 2025 (Barcelona, Spain)
11 - 13: Barcelona Beer Festival 2025 (Barcelona, Spain)
15 - 17: Craft Beer China 2025 (Shanghai, China)
28 - 01 May: Craft Brewers Conference & BrewExpo America 2025 (Indianapolis, USA)
28 - 30: 27th Annual International Beer Strategies 2025 (Prague, the Czech Republic)

May 2025:
01 - 01: World Beer Cup 2025 (Indiana Convention Center, Indianapolis, IN, USA)
06 - 06: The Melbourne Royal Australian International Beer Awards 2025 (Melbourne, Australia)
08 - 11: Wiener Bierfest 2025 (Vienna, Austria)
12 - 13: European Malt Supply Summit 2025 (Paris, France)
13 - 15: International Beer Strategies Conference 2025 (Prague, the Czech Republic)
16 - 17: Copenhagen Beer Festival 2025 (Copenhagen, Denmark)
16 - 18: Cerveza Mexico Expo 2025 (Expo Guadalajara, Jalisco, Mexico)
18 - 20: EBC Symposium 2025 (Budapest, Hungary)
26 - 01 June: Budapest Beer Week 2025 (Budapest, Hungary)

June 2025:
10 - 11: IGC Grains Conference 2025 (116 Pall Mall, London, UK)
13 - 14: Tallinn Craft Beer Weekend 2025 (Tallinn, Estonia)
16 - 18: VLB Africa Brewing Conference 2025 (Maputo, Mosambique)
20 - 22: Mondial de la Biere 2025 (Montreal, Canada)

July 2025:
03 - 04: The CIBD Sustainability in Brewing Conference 2025 (Nottingham, UK)
18 - 19: London Craft Beer Festival 2025 (London, UK)

August 2025:
05 - 09: Great British Beer Festival 2025 (Birmingham, UK)
07 - 09: VIETFOOD & BEVERAGE - PROPACK VIETNAM 2025 (Saigon Exhibitions and Conventions Center, 799 Nguyen Van Linh Street, District 7, HoChiMinh City, Vietnam)
13 - 15: Brewing Summit 2025 (Palm Desert, CA, USA)
22 - 23: Beervana 2025 (Wellington, New Zealand)

September 2025:
04 - 06: Stockholm Beer & Whisky Festival 2025 (Stockholm, Sweden)
13 - 14: Bruges Beer Festival 2025 (Bruges, Belgium)
15 - 19: Drinktec 2025 (Munich, Germany)
20 - 05 October: Oktoberfest 2025 (Munich, Germany)
27 - 29: Whisky Live Paris 2025 (Paris, France)

October 2025:
09 - 11: The Great American Beer Festival 2025 (Denver, USA)
16 - 17: Brew Asia 2025 (Bangkok, Thailand)

November 2025:
04 - 06: Brussels Beer Challenge 2025 (Belgium)
10 - 12: 15th Iberoamerican VLB Symposium Brewing & Filling Technology (Parana, Brasil)
13 - 15: Drink Technology India 2025 (Bombay Exhibition Centre, Mumbai, India)

December 2025:
03 - 05: Drink Japan 2025 (Makuhari Messe, Japan)

More events are available on site e-malt.com

News Articles


Brewery news USA: Trump’s trade wars to cost craft brewing industry a substantial amount of money
America’s craft brewers already have enough problems. Hard seltzers and cocktails are muscling into beer sales. Millennials and Gen Z don’t drink as much as their elders. Brewpubs still haven’t fully recovered from the shock of COVID-19 five years ago, The Mercury reported on March 31.

Now there’s a new threat: President Donald Trump’s tariffs, including levies of 25% on imported steel and aluminum and on goods from Canada and Mexico.

“It’s going to cost the industry a substantial amount of money,” said Matt Cole, brewmaster at Ohio-based Fat Head’s Brewery. Trump’ trade war “will be crippling for our industry if this carries out into months and years.”

The tariffs, some of which have been suspended until April 2, could impact brewers in ways big and small, said Bart Watson, president and CEO of the Brewers Association, the trade group for craft beer. Aluminum cans are in Trump’s crosshairs. And nearly all the steel kegs used by U.S. brewers are made in Germany, so a tariff on finished steel products raises the cost of kegs. Tariffs on Canadian products like barley and malt would also increase costs. And some brewers depend on raspberries and other fruit from Mexico, Watson said.

At Port City Brewing ...More info on site


Brewery news USA: Trump administration to implement 25% tariff on all imported canned beer and empty aluminum cans starting April 4
The Trump administration will implement a 25% tariff of all imported canned beer and empty aluminum cans starting April 4, according to a notice from the Department of Commerce, CNBC reported on April 2.

The expansion of U.S. aluminum tariffs comes shortly before President Donald Trump is expected to announce sweeping new levies on imported goods at a Rose Garden event at 4 p.m. ET.

Industry analysts expect the tariffs on canned beer imports to weigh most heavily on Constellation Brands. Constellation imports all of its beer from Mexico, including Modelo and Corona; beer accounted for 82% of the company’s sales in its most recent quarter. While Corona is best known for coming in glass bottles, Modelo — the bestselling beer in the U.S. — most commonly comes in cans.

Constellation’s shares were down less than 1% in afternoon trading on Wednesday, but concerns about tariffs have weighed on the stock for months. The company’s shares have fallen 22% since Trump’s election in November.

The updated notice for aluminum tariffs published on Wednesday does not mention levies for imported beer packaged in glass bottles. Aluminum cans accounted for 64.1% of beer distribution in 2023, compared with glass bottles’ 26.9% share, according to the Beer ...More info on site


Brewery news USA, CO: Great Divide Brewing Company acquired by Wilding Brands
The Mile High City’s oldest and largest packaging brewery has been sold to another Colorado company.

Lafayette-based Wilding Brands announced on April 1 that it has acquired Great Divide Brewing Company.

Great Divide Brewing Company was founded in 1994 and is known for its Yeti Imperial Stout, Titan IPA, and Colette Farmhouse Ale.

Wilding Brands owns multiple brands, including Denver Beer Co., Cerveceria Colorado, Funkwerks Brewing, and Formation Brewing.

The company said production brewing will move to Wilding’s Canworks facility in Denver’s Sunnyside neighborhood.

Wilding Brands said it plans no changes to Great Divide Colorado outpost locations in Castle Rock, Lone Tree, Belmar, DEN Concourse C, or the Denver Tap Room and Barrel Bar locations.


Brewery news USA, WA: Rooftop Brewing Company to take over Maritime Pacific Brewing in Ballard
It’s the end of an era for Maritime Pacific Brewing (1111 NW Ballard Way)—after 35 years, the owners are retiring and Rooftop Brewing Company will take over its location in Ballard, My Ballard reported on March 28.

George and Jane Hancock opened Maritime Pacific in 1990—long before the Ballard Brewery District took shape. Its original location was off Leary, and they moved to 1111 NW Ballard Way in 2010.

The Hancocks, who have been planning their retirement, connected with Rooftop Brewing Company co-owner and general manager Craig Christian, who was looking for a new location after a fire forced him to close the Interbay brewery last year.

“What could have marked the end for two beloved Seattle institutions instead became an opportunity for something new,” Christian wrote in a statement. “Rooftop will carry on Maritime’s legacy while bringing its own spirit to Ballard—ensuring both breweries’ communities have a home for years to come.”

Rooftop is taking over operations at Maritime Pacific, and the new iteration will be a combination of both Rooftop and Maritime. The Jolly Roger Taproom—aka “The Jolly”—will remain open and will serve both Maritime and Rooftop beers and favorites from the menu, such as Jolly Sliders and Smokers.

“Last year’s fire was ...More info on site


Brewery news USA, FL: Kookaburra Coffee wants to add beer to its menu in St. Augustine
The Kookaburra Coffee wants to brew more than just coffee, Jacksonville Daily Record reported on March 31.

Plans under review in St. Johns County indicate it wants to add beer to the menu at its location at 470 Florida 207 in St. Augustine.

Known as the Kookaburra Compound, it is one of seven stores in North Florida. It is the fifth location it opened and where it roasts all of its coffee, as of 2020.

Site plans submitted for Bushranger Brewing March 24 show it plans to grow its footprint there of 5,554 square feet, which includes its retail shop and coffee production plant, by adding 8,911 square feet of improvements. Those include the proposed brewery and a warehouse.

Matt Hooker, co-owner and founder St. Augustine-based Old Coast Ales, said he is working with Kookaburra ownership to “fill a void in the 207 corridor for a local brewery.”

He said the project has been in the works for about two years.

“The selection primarily, but not exclusively, will be to produce lower to mid alcohol British style ales. We have also added a kitchen in the plans, and will feature a pizza oven,” he said in an email.

Kookaburra Coffee was founded in 2012 ...More info on site


Brewery news USA, CA: Anderson Valley Brewing sold to former winemaker
Anderson Valley Brewing announced on March 27 that the brewery has been sold to former winemaker (Rinivo Winery) Jason McConnell, MSN reported.

Details of the sale including purchase price are not immediately available.

The brewery was listed for $7.9-million.


Brewery news USA, PA: Hop Hill Brewing Company to cease operations at original location
A destination for locally brewed lagers, IPAs and other beers is making moves in the Lehigh Valley, WFMZ.com reported on March 28.

Hop Hill Brewing Company, a craft brewery and taproom serving up a wide range of artisan ales, stouts and other beers, will cease operations at its original location at 1988 Blair Ave. in Lower Saucon Township within the next few weeks, owner Greg Smith said.

Hop Hill will continue welcoming guests to its Lower Saucon location until April 19.

New taproom hours are 3-10 p.m. Fridays, noon to 10 p.m. Saturdays and noon to 8 p.m. Sundays.

"The landlord at our current location decided to go in a different direction and has other plans for the space," Smith told 69 News.

"So, we'll be leaving our current spot in about a month, but we're not ending operations at all. We plan to continue operating at a new location, and we're currently looking for that spot."

Smith does not have a specific area in mind for Hop Hill's new home and is considering locations across the Lehigh Valley area.

He's unsure exactly how long the search for a new location will take.

"If the right space presented itself tomorrow, I would start working on it tomorrow," he ...More info on site


Brewery news USA, AZ: Beer Research Institute closes after more than a decade in business
After more than a decade in Mesa, Beer Research Institute has closed. The craft brewer's taproom and kitchen shuttered after service on Sunday, March 30, Phoenix New Times reported on March 31.

“It's been an amazing 10 years serving the residents of Mesa and beyond. And like all great stories, ours is coming to an end,” a post on the brewery’s social media on Saturday said.

The company's other concept, BRI Taproom & Arcade in downtown Mesa, remains open.

Beer Research Institute opened in late 2014 in a shopping center near Stapley Drive and U.S. 60. Founded by Greg Sorrels and Matt Tretheway, it was the longest-running modern brewery in Mesa. The craft beer bar became known for its IPAs such as 480G, its milk stout Morning Sex and its imperial Belgian blonde Lolli, among others. It also had a kitchen that served a menu of pub bites including grilled wings, burgers and sandwiches.

In 2022, the company opened a taproom and arcade on Mesa’s Main Street near Robson Street. The spot features 44 arcade and pinball games along with a large selection of beer, wine, cider, and seltzers. Among those selections were BRI-made brews. It's unclear how the menu will change moving forward.

The ...More info on site


Brewery news USA, IL: Tonality Brewing Co. & Scratch Kitchen to shut down this month
A little more than a year after its much-celebrated opening, Mundelein’s Tonality Brewing Co. & Scratch Kitchen will shut down this month, Daily Herald reported on April 1.

Tonality, which operates in a renovated fire station at 169 N. Seymour Ave., will serve its last meals April 13 at the latest, owner Zach Gelfand said Monday night on the business’ Facebook page. He tried to assure fans the announcement wasn’t an April Fools’ Day prank.

“We are gutted,” he wrote. “We laid off 22 people yesterday, but we will do everything in our power to get people hired as soon as possible.”

Gelfand gave no explanation for the pending closure.

Village Administrator Eric Guenther said he was “a bit surprised” by the announcement.

“Disappointed for sure,” Guenther said. “I certainly was cheering for them.”

Mundelein sold the two-story, brick building to Gelfand and his company in 2022. Built in the 1940s as a fire station, it later served as a public works maintenance garage before being vacated in 2020.

Mundelein purchased a former car wash just south of the site and quickly sold it to Tonality so it could create a parking lot there, too.

To encourage redevelopment of the former municipal building, the village board voted to ...More info on site


Brewery news USA, CO: Halfpenny Brewing Co. closes down in Denver
Another brewery in the Denver-metro area is closing down, this time in a suburban city, MSN reported on March 28.

Halfpenny Brewing Co., in Centennial, announced this week it will shutter after operating for nearly a decade. The brewery, at 5150 E. Arapahoe Road, will host its last day on Saturday, March 29, it said in a Facebook post.

“As you may know, our lease is up shortly and we have made the difficult decision to close the taproom so that we can focus on selling the equipment and getting everything wrapped up,” the brewery said in the post.

Halfpenny was founded by high school friends Chris Reigrut and Chris Garner, whose roots are steeped in brewing traditions. Reigrut grew up in Germany and Garner’s great-grandfather was a distiller and brewer before the Prohibition, according to Halfpenny’s website.


Malt newsChina: Malt market expected to continue on an upward consumption trend
Driven by increasing demand for malt in China, the market is expected to continue an upward consumption trend over the next decade, IndexBox sais ...More info on site


Brewery newsRomania: Beer market stabilizes in 2024
After three consecutive years of decline, the Romanian beer market stabilized at 15 million hectolitres in 2024, according to The Brewers of Romania, which ...More info on site


Hops news New Zealand: Hop producers eyeing increased export business
Increased hops production has led to a surplus of the dried flower used in beer making or for medicinal purposes, Business.Scoop reported on March 29.

South Island, New Zealand hops farmers are trying to move a glut of the pine cone-shaped flower to beer producers around the world.

More hops production driven by the global craft beer boom of recent years, coupled with dropping beer consumption, has resulted in a surplus of the dried flower used in beer making or for medicinal purposes.

Hinetai Hops has 64 canopy hectares of hops, some certified organic, at its Tapawera garden south of Motueka.

The 32-year-old company supplies hops to grower-owned cooperative NZ Hops with 24 other shareholder-suppliers found mostly around the Tasman district.

Owner and co-op director Dean Palmer said his family has farmed the hop crop since the 1880s.

He said while Hinetai has had “a good run” thanks to the increased popularity of craft beer in recent years, the hop market had always been “very volatile”.

“We’ve got a long history, and we’ve seen plenty of ups and downs. And the hop market is currently in a bit of a down,” Palmer said.

“There’s quite an oversupply of hops worldwide, and also particularly from New Zealand there’s the ...More info on site


Brewery newsSeychelles: Diageo divests majority stake in Seychelles Breweries
Diageo has sold its majority stake in Seychelles Breweries to Mauritius-based Phoenix Beverages for around $80m, Yahoo!Finance reported on April 2.

The Guinness owner held ...More info on site


Barley newsUK: 70% of winter barley crops in good to excellent condition, AHDB says
The Agricultural and Horticultural Development Board (AHDB) has published its latest cereal and oilseed rape crop update for the UK which, for the most ...More info on site


Brewery news Brazil: Beverage industry increasingly turning to non-alcoholic beers
The beverage industry in Brazil is increasingly turning to non-alcoholic beers in response to growing demand for healthier, low-alcohol options and to tap into new consumption occasions. The trend has been reflected in the financial results of the world’s two largest brewers, Heineken and AB InBev (owner of the nation’s leading brewer Ambev), Valor International reported on March 31.

According to data from consultancy Euromonitor, sales of non-alcoholic beer in Brazil surged from 197.8 million litres in 2020 to 649.9 million litres in 2023—an increase of more than 200%. Experts say the jump signals growing industry investment in a previously underdeveloped category. By 2025, Euromonitor projects that Brazil will consume nearly 1 billion litres of zero-alcohol beer annually.

Ambev highlighted the performance of zero-alcohol beers in its 2024 results, reporting a 20% year-over-year increase in the segment. Its portfolio includes brands like Corona Cero and Budweiser Zero.

“The incrementality that the non-alcoholic portfolio brings to the category is fundamental,” said Lucas Lira, Ambev’s CFO. “They allow beer to take part in new consumption occasions. This strategy, along with other innovations, such as gluten-free Stella Pure Gold, contributes to the healthy and sustainable growth of the category,” he told Valor.

The category was also a ...More info on site


Whisky news Japan: Spirits & Liqueurs Makers Association to apply for GI status for Japanese whisky
The industry body representing Japanese whisky has announced plans to register the spirit for geographical indication (GI) and reinforce labelling standards for the category to combat consumer “confusion”, the drinks business reported on April 1.

The Japan Spirits & Liqueurs Makers Association (JSLMA) has revealed its intention to apply for GI status for Japanese whisky.

At the same time, the organisation has launched a new logo for Japanese whisky to reinforce labelling standards for the category.

Both new measures have been announced as part of the JSLMA’s ongoing effort to differentiate authentic, made-in-Japan whisky from liquid which is imported in bulk from Canada or Scotland and labelled as Japanese.

The association first announced plans to tackle the issue in 2021, when it declared a new set of rules similar to those of Scotch whisky, such that Japanese whisky would have to be 100% distilled, aged and bottled in Japan.

These rules came into force in April 2024, with big names in Japanese whisky, Suntory among them, backing the new rules.

However, the labelling standards were not legally binding and only members of the JSLMA had to comply with the regulations, meaning players outside of the association’s remit are still free to do as they please.

Thus the ...More info on site


Brewery news UK: Damm secures distribution agreement with craft brewer Northern Monk
Damm, the Spanish beer company, has secured a distribution agreement with Northern Monk, one of the UK’s largest independent craft breweries. Under this partnership, Damm will assume distribution of Northern Monk’s key brands, Faith (5%) and A Little Faith (4%) in the UK On Trade, effective from May 2025, Food & Drink International reported on March 28.

This strategic decision will allow Northern Monk to tap into Damm’s extensive on-trade distribution whilst enhancing the Damm portfolio with a UK craft brand to compliment it’s Spanish and Japanese brands. Northern Monk’s production processes will remain the same, with all to be brewed in Leeds, and the brand will retain its identity as an independent craft brewer.

“This is a significant milestone for us as we expand our presence and solidify our super premium beer offering here in the UK,” said Luke White, Managing Director at Damm in the UK.

“Both companies share a dedication to delivering exceptional, high-quality beer to elevate consumer consumption occasions, and this agreement represents a new chapter in our mutual commitment to excellence in the craft beer sector.

“Northern Monk’s reputation for quality and innovation aligns seamlessly with our values. We are confident that this partnership will drive growth and success ...More info on site


Brewery news Japan: Asahi to increase beer prices among other major food and beverage producers in Japan
Major food and beverage producers in Japan are planning to increase prices for 4,225 products in April, Teikoku Databank said on March 31.

The number of food and beverage items subject to price hikes will go up year on year for the fourth straight month to top 4,000 for the first time since October 2023, a survey by the private research firm showed.

"Rising wages and logistics costs are increasingly putting upward pressure on prices," a Teikoku Databank official said. The firm forecasts price hikes for around 20,000 products in total this year, up sharply from last year's 12,520.

Among the 195 companies, all leading producers of beers and quasi-beers will raise their prices for the first time in 1½ years. Asahi Breweries will raise prices for its Super Dry beer and 225 other products, and Suntory Spirits will lift the price of its 350-milliliter "Kinmugi" beer-like drink to around ¥196 from around ¥184 for sale at convenience stores.

Hams and sausages made by Prima Meat Packers and Marudai Food will also weigh more on family finances, and so will edible oils including the 1-liter Nisshin Canola Oil of Nisshin Oillio Group, whose selling price will go up by some 11%.

Reflecting higher producer rice ...More info on site


Brewery news UK: Carlsberg makes investment to reinforce image of its Italian lager brand Poretti
Carlsberg has made a multi-million pound investment into its Italian lager brand Poretti to reinforce the beer’s image in the UK.

Speaking to the drinks business (db), Sam Johnson, head of marketing for Poretti said: “Poretti has enjoyed fantastic growth over the past four years. In the latest quarter, the brand is the second fastest growing lager in the on-trade. Now, we want to turbo-charge that growth and cement our place as a leading world beer brand.”

Alongside the investment, a new advertising campaign is set to roll out to encourage beer drinkers to look beyond the expected.

Johnson told db: “With the launch of this distinctive new brand campaign, we’re investing more than ever to reach more drinkers and drive even more growth for the brand. Our hope is that people see Poretti as a premium Italian lager that embodies the quality and style of Northern Italy but in a playful and unconventional way. The campaign will be supported through activations in both the on and off trade throughout the year, so people will have plenty of opportunities to see and try the beer if they haven’t already.”

According to data from CGA and Nielsen up to 28 December 2024, Birrificio Angelo ...More info on site


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